PR Central has worked with Destination Toronto since 2019. In 2024 it became the destination’s official representative to the Mexican travel trade, and that year it held 132 meetings with 40 tour operators in Mexico City, Guadalajara and Monterrey, and trained 599 travel agents through 10 webinars and 3 in-person sessions.
| Client | Destination Toronto |
|---|---|
| Relationship | Since 2019 |
| Case period | 2024, first year as official travel trade representative |
| Market | Mexico |
| Services | Travel trade representation, travel agent training, cooperative programs with tour operators, trade media relations, familiarization trips |
What did PR Central do?
- Sales calls. 132 meetings with 40 tour operators in Mexico’s main source markets, to introduce the team as official representative, share the market profile and follow up on campaigns and trade shows.
- Trade media announcement. A press release to the travel trade press announced the official representation and generated 10 stories in 6 outlets, with 224,180 impressions.
- Training. 10 webinars and 3 in-person sessions for 7 tour operators, with 599 travel agents: 421 from Mexico City, 52 from Monterrey and 126 from the rest of the country.
- Cooperative programs based on real data. The team analyzed the tour operator base and chose 6 operators for cooperative programs based on their 2022–2024 production: average length of stay, revenue, room nights and passengers.
- A winter familiarization trip, December 2–8, 2024, together with Destination Ontario, Blue Mountain and Niagara Falls, with 7 Mexican tour operators.
- Spanish-language sales materials: a general presentation, winter and spring presentations, and a presentation for the Virtuoso network featuring its 9 preferred hotels in Toronto.
What were the results?
| Tour operator meetings | 132, with 40 tour operators |
|---|---|
| Travel agents trained | 599 |
| Tour operators chosen for cooperative programs | 6, based on their actual production |
| Trade media coverage | 10 stories in 6 outlets, 224,180 impressions |
Why start with tour operator data?
A cooperative program puts the destination’s money alongside a tour operator’s. Choosing partners by their production over the last three years, rather than by relationship or brand size, puts the budget where sales already exist and makes it possible to measure afterwards whether they grew.
Do you represent a destination that wants to sell better through the Mexican travel trade? Contact us or read our frequently asked questions.