Mexico is the official partner country at ITB Berlin 2014, the world's largest tourism fair, which features more than 10,000 exhibitors from nearly 200 countries and regions.
The travel trade show opens its doors on Wednesday and runs until March 9, with some 110,000 industry professionals and tens of thousands of members of the general public expected to walk through the doors.
"Tourism is a crucial strategy for our country," Mexican Tourism Secretary Claudia Ruiz said during an ITB event on Tuesday.
ITB Berlin is expected to help "increase the visibility" of Mexico abroad, showing that it is a "modern, vibrant and diverse" destination with broad "natural and cultural resources," Ruiz said.
Being the official partner country of ITB Berlin is "a great opportunity to project" Mexico as a destination where a long cultural and historical heritage "co-exists in a unique manner" with modernity, Ruiz said in an interview with Efe.
The visitor trend from 2013, when foreign tourist arrivals grew by 8 percent, is expected to continue this year, with Mexico's emerging tourist markets, such as Russia, Colombia and Peru, helping the industry grow, Ruiz said.
"There is an appetite and desire for Mexico, both in the emerging markets and in the mature ones, and we want to take advantage of this trend," the tourism secretary said.
Mexico has been focusing on quality instead of volume, promoting "longer stays, more extensive," Ruiz said.
ITB Berlin 2014 will have 10,147 exhibitors, or 0.60 percent more than last year, from 189 countries and regions.
Mexico, as the official partner country, has 80 exhibitors at its national pavillion, which sprawls over some 700 sq. meters (7,524 sq. feet). EFE