Mexico to promote its 'biggest secret' in UK

A promotional campaign is being launched in the UK to attract travellers' attention to a destination described as Mexico's "biggest secret".

The Riviera Nayarit region will be promoted by a new tourist board that has been given a government cash injection of $1.5 billion (£1.08 billion) and private investment of $350 million.

Riviera Nayarit spans more than 100 miles of Mexico's Pacific coastline, stretching north from Puerto Vallarta on the country's west coast.

It is hoped that the investment in promotional efforts will allow the region to build on its existing flight connections, which include a British Airways service that operates via Mexico City and routes flown by American Airlines and Continental Airlines.

Marc Murphy, director of the Riviera Nayarit convention and visitors' bureau, said: "Holidaymakers are probably familiar with Cancun and the Riviera Maya but unsure about what the west coast has to offer.

"We are seeking to differentiate the largely undeveloped Riviera Nayarit from our mainstream competitors, offering luxury accommodation including international brands such as Four Seasons and St Regis."

The region boasts a number of attractions that may interest holidaymakers, including plenty of beaches, golf courses, nature reserves, beaches and archaeological sites.

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