First National Adventure Travel Tradeshow: ATMEX 2012 Involves Fifteen Mexican States to Successfully Promote Adventure Tourism

19 September 2012

Boca del Río, Veracruz, MEXICO— The First Adventure Travel Tradeshow in Mexico, “Adventure Travel Mexico, Veracruz 2012” (ATMEX 2012), took place in Boca del Río from September 5 to 9, included the involvement of fifteen Mexican states, had 2,000 business meetings, 578 exhibitors, and 180 national and international buyers. It is estimated that the economic benefit, originally estimated at 147 million pesos, could reach nearly 200 million pesos, a tremendous show of clout in the tourism segment of Mexico.

The following Mexican states were involved in the travel tradeshow and were partners in strengthening the tourism activity segment: Baja California Sur, Chihuahua, Coahuila, Durango, Hidalgo, Nuevo León, Oaxaca, Puebla, Querétaro, Quintana Roo, San Luis Potosi, Sinaloa, Sonora, Tabasco and Veracruz. The tradeshow effectively displayed Mexico’s enormous potential to attract an exclusive international market.

The event took place at Veracruz’s World Trade Center in Boca del Río, which offers 98 thousand square feet of exhibition space was the perfect setting to create sales opportunities to increase adventure travel in the state and in the country.

The Mexican Minister of Tourism, Gloria Guevara Manzo, fully supported the adventure travel trade show, noting that adventure travel is an industry that generates annually 90 billion dollars worldwide and that Mexico has great potential to develop this segment as it is one of the five countries with the most biodiversity in the world.

A total of 22 international speakers shared their experiences in this forum. Among the attendees were Shannon Stowell, President of Adventure Travel Trade Association, ATTA, who spoke about “The adventure travel industry,” mountaineer Carlos Carsolio, the first Mexican to climb to the top of Mount Everest, who lectured on "Adventure and innovation"; Martha Isabel "Pati" Ruiz Corzo, Director of the Biosphere Reserve Sierra Gorda of Querétaro, who spoke about "The community development,” as well as J. Wallace Nichols, Founder and Co-Director of, with the theme "Conservation in adventure travel".

Among some of the attendees to this special presentation of the First Adventure Tourism Tradeshow of Mexico, Veracruz 2012, "Adventure Travel Mexico, Veracruz 2012" were Leticia Perlasca Núñez, Secretary of Tourism, Culture and Cinematography of Veracruz, Rodolfo Lopez Negrete, General Director of Mexico’s Tourism Board, and Luis Alfonso Lugo Platt, Undersecretary of Tourism Operations of SECTUR.