SAN DIEGO — July 20, 2022 — Through an innovative promotion strategy adapted to new markets, the Ministry of Tourism for the State of Yucatan (SEFOTUR) will be part of the fun at the International Convention of Comics (Comic-Con) during its next edition in San Diego, California, from July 21 to 24. The state’s presence at the Casa México hospitality suite, a celebration of Mexican pop culture located in the Seaport Village area, is just one of many recent undertakings of the Government of Yucatan aimed at promoting and encouraging the economic and tourism recovery of the state.
This year represents an ideal opportunity to promote a positive, dynamic and creative image of Mexico. That’s why Yucatan, along with Baja California, will be the Mexican state invited to this legendary confab for the first time. Comic-Con is considered the largest event of its kind in the U.S. and the fourth-largest in the world, and this year’s iteration of the show is expected to draw more than 135,000 participants from 30 countries. Therefore, it represents an ideal opportunity to attract a greater number of international visitors to Mexico, which in 2021 was the second-most-visited country in the world.
Regarding recent activities in both California and Baja California, Michelle Fridman Hirsch, Minister of Tourism for the State of Yucatan, commented that the Ministry of Tourism (SEFOTUR) is very happy with the success of the promotional tour.
“We have had a presence that few destinations have had here, in southern California, since we have been able to combine, on very close dates, the activities presented at Puente a México, the Gastronomic Marathon and Comic-Con,” she said, adding that these events and emblematic places are very popular with Californians and visitors from other parts of the world.
The minister stressed that with these strategies, SEFOTUR continues to strengthen the promotion of Yucatan’s offer to attract more visitors and, with this, achieve the goal of recovering the sector’s pre-pandemic figures as soon as possible, an objective that has been achieved in a gradual order.
In addition, with the aim of publicizing all of its cultural, gastronomic and general tourist riches, Yucatan joins Donia Way, an emblematic Yucatecan character, to show Comic-Con attendees everything that the state offers its visitors. There will be an illustrated mural of the state and the entire Yucatan Peninsula that aims to be playful and interactive, accompanied by vignettes of Yucatan’s main tourist and cultural attractions. Comic-Con attendees visiting Casa México will enter the magic world of Donia Way and accompany her on her adventures through the Yucatan and her encounters with the villain Trotolok, via caricatures and illustrations of the state’s tourism and cultural attractions that invite the visitor to interact with both the character and the setting.
In addition, visitors will be able to take a photo with Donia Way in a dynamic and representative scene of the state entitled “Welcome to Yucatan, the Place You Think You Knew.”
Donia Way is an iconic characterization of the Yucatan brand. She acts as an ambassador of the destination and, on this occasion, as a heroine who brings together cultural elements to disseminate and dignify Yucatecan culture, rescuing attendees from boredom and everyday life through the promotion of the state’s tourist attractions, inviting them to enjoy a trip full of adventure to the region.
Yucatan also will be offering samples of gastronomy and Yucatecan craft beers, as well as giveaways of branded Donia Way and Yucatan merchandise, such as t-shirts, coffee cups, stickers, and promotional brochures.
The state of Yucatan’s participation in Casa México within the framework of Comic-Con is the fourth promotional action on the part of the Mexican Consulate in San Diego’s Puente a México promotional campaign, in addition to repeating its participation in this Saturday’s Farmer’s Market and the exhibition in House of Mexico at Balboa Park, which remains open until Sept. 25.
