Only God knows, also the Mexican tourism secretary, the agency Braintivity, S.A. seven secret partners, according to the shareholder of Tecnosen, S.A, supplier and former partner of Braintivity, S.A. what really happened to the Mexican digital ecosystem in the last thirty days. It is a kind of postmodern melodrama. As a Latin Netflix plot that makes you laugh and embarrass others for one of the countries that is a world tourism power and that has one of the largest infrastructures in terms of service and resources on the planet.

It is something like a smoothie and a sad plot where we mix politicians, corruption, lawsuits between individuals, little transparency in concessions or tenders, juniors, some urban tribes such as Mirreyes, Fresters, Tuluminatis (strawberries-hipsters of Tulum), perhaps children of negligent government officials and cadres.

I will try to explain this tragicomedy of Mexican tourism. Although it is a complex issue and a long time ago. I must give credit to who deserves it. I understood a lot from the great journalistic coverage of this particular topic that has been done in the digital forum on Facebook of Altavoz Turismo where journalists Marco Daniel Guzmn and Jos Antonio Lpez Sosa exercise LIVE every Thursday. They interviewed everyone involved in this laundry lawsuit except the people from the tourism ministry. And so one joins parts of this Latin American soap opera. That it is interesting and generates morbidity and sadness at the same time.

Once upon a time there was a digital ecosystem of various portals that were dedicated to promoting tourism in Mexico, which were called visitmexico.mx, visitmexico.com.mx, and visitmexico.com, among other pages of tourist content that since the 1990s have been groped between private initiative and governments to promote tourism in Mexico with more failures than successes.

The strongest portal, with the highest real organic traffic and which reached between 600 thousand and one million visits per month was visitmexico.com. Thus alone, almost by divine miracle, by work and grace of our Virgin of Guadalupe. For more mismanagement and corruption of previous administrations, despite everything, this portal took her there. It generated its organic traffic.

A year ago, it was awarded under a direct concession and with a self-sustainability regime which means that it is only given permission to use the portal, the ecosystem, the name of Mexico and visitmexico (which by the way Ana has registered Maria Olabuenaga in her name at the IMPI) in exchange for marketing the content and generating traffic to the ecosystem and activations for between 40 million dollars each year. This is that the Secretary of Tourism would not pay Braintvity, S.A, nor a penny to the agency in this case in exchange for obtaining the permits and the contract. Furthermore, I would not pay him the 600 pesos that it costs to pay the annual domain of http://www.visitmexico.com.

The face in all this was always given by Carlos Gonzlez and Marcos Achar as directors of Vistmexico. They were always good Prs with specialized media and projected credibility until just under a month ago. That rumors began to emerge about the stagnation of the portal, that if they had, they no longer had money, that if they were not managing to market it well, etc. Anyway, just under a week ago Boom! They stop your commercial liquid sleep.

They download their content and Tecnosen, SA, their former partner (in theory, hosting provider and IT consultancy) or friend or it is not well known what type of interpersonal relationship they had before, hijacks their domain and begins to carry out a large campaign of public relations through the hijacked portal and with good phrasing begins to telegraph how things are according to their version and reality. From film. It got really good.

What we intuit many that happened is that it is a problem for money and business between individuals and I hope not also between politicians involved as well. But while what happens? The obvious. That Mexico is badly stopped. It hurts us in our brand as a country. My humble opinion as a marketing consultant is that they have to start again, make a tender and call more transparent to form a more winning shared economy tourism ecosystem. Beyond a content generating blog portal or a travel quote. A true ecosystem of branded content with a Market Place to sell shared economy experiences that we really need to sell more than ever in such recessive years to come.

As for the Ministry of Tourism. Gee, I dont know what to think. So much distance and silence makes us think very badly. There are already many rumors. And all of this can project neglect. It is necessary to go out to deny false information with facts and content. It is rumored that one of those seven mysterious and anonymous frester partners of the founder of Tecnosen S.A. (Sergio Loredo Foyo) is Mike Jr. himself, the son of the main tourism team in Mexico. It is essential that the tourism secretariat faces this problem that goes beyond online communication. Tourism will be one of the most important businesses in our country in the very near future. And the heritage of many Mexicans.

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What happened to the digital ecosystem of Mexican tourism a week ago? - Explica