Since 2024, PR Central has handled national public relations for FITUPAZ, the La Paz Tourism Trust. From January to October 2024 it generated 159 media stories and 1,511 social media posts. In July 2025 alone, it secured 147 stories with a reach of 29.3 million people.
| Client | FITUPAZ, La Paz Tourism Trust, Baja California Sur |
|---|---|
| Relationship | Since 2024 |
| Market | Mexico |
| Services | Press releases, press trips, spokesperson interviews, content creators, events for the travel trade and the meetings segment, newsletters for travel agents |
What does the year-round work include?
From January to October 2024:
- 18 press releases distributed to national and local media.
- 3 press trips focused on adventure and food, with outlets such as Reforma (De Viaje supplement), México Desconocido, Milenio’s Chic Magazine, Leisure & Lux, Food & Travel and The Happening.
- 13 interviews for the trust’s managing director, Luz María Zepeda, and its public relations manager, José Ramón Cota, with outlets such as ADN 40 and México Travel Channel.
- 9 activations with travel and food content creators.
- An event for the meetings segment in Mexico City, with 135 travel agents and 17 media outlets.
- 4 bimonthly newsletters for 353 travel agents across the country.
- Two special projects: the GoPro Meetup La Paz 2024 and a series of short features aired for 15 days on channel 100 of Totalplay Noroeste.
What explains the 147 stories in July 2025?
- Air connectivity. The press conference and release about two new TAR Aerolíneas routes generated 79 stories.
- A sun-and-beach press trip (June 19–21) with Publimetro, Estilo DF, Imagen Radio, Los 40 and Concierge Magazine. Publimetro’s print story had a reported reach of 10.4 million people.
- Meetings tourism. Interviews with MDC Magazine during Tianguis Turístico, and site inspections by the Mexican Association of Swine Veterinary Specialists and the Mexican College of Biochemical Engineers, which is evaluating La Paz as the host city for its 2026 national congress.
- A summer press release that generated 9 stories.
What didn’t work?
The July 8, 2025 press release about the destination’s international promotion did not generate a single story. The team’s reading: media cover what they experience. Without an invitation, exclusive access or a story they can take part in, an institutional announcement has no editorial interest. That is why the 2025 plan put the weight on press trips, interviews and collaborations, and saved press releases for news with a direct impact on travelers, such as new air routes.
Do you represent a destination that needs a steady presence in Mexico’s national media? Contact us or read our frequently asked questions.