Noreen Martin
Californians might be interested to learn that more tourists from Mexico visit the state than from any other country – about 7.4 million visitors last year, spending nearly $3 billion.
With those and other figures in mind, Noreen Martin, CEO of Pismo Beach-based Martin Resorts, traveled to Mexico in July with California Gov. Jerry Brown and other delegates to attend a three-day trade visit in Mexico City.
There, Martin and the other invitees met with government and business leaders in an effort to expand economic and environmental cooperation.
Martin said that California benefits from Mexico having a sound economy.
“There was an open dialogue on how to partner and leverage our resources to benefit the visitor,” Martin said. “The Mexican traveler is expected to grow 18.8 percent from 2013 to 2017, and I have a greater understanding of how to serve this clientele. Now, I can share and assist with awareness within SLO County this large, emerging market.”
California exported $23.9 billion in merchandise to Mexico in 2013, totaling 10 percent of U.S. exports, with high tech products the top export.
In 2012, $888.9 million worth of agriculture products were shipped south, making Mexico the golden state’s fifth largest export market.
As the chief fiscal officer for Visit California, Martin attended the visit to increase her understanding of foreign trade. She also learned about the economic dependence that California and Mexico share, as well as the forging of cultural partnerships.
“Mexicans like to trade with California because they feel comfortable with the language, their family associations, which make them highly familiar with our products,” she said. “Mexicans have a luxury, family and culinary segment which show a strong affinity for California vacations, as well as growing middle class and family segments.”
During the visit, Martin talked with heads of state as well as tourism-based businesses such as airlines, and marketing and lodging operators to help further cultural and business partnerships.
While in Mexico, Brown helped launch a new tourism campaign by Visit California and AeroMexico targeting both consumer and business audiences.
Brown also signed two environmental memorandums aimed at advancing cross-border cooperation in the development of renewable and clean energy technologies, and cooperation on policies to curb greenhouse gas emissions.
“When the Memo of Understanding was signed, it was a touching moment,” Martin said. “I felt the pride in the room from Mexicans and Californians and learned the shared responsibility we have of 138 miles of a common border and the long history of cooperation on environmental issues. Now, both countries together will address solar and global warming, and notably climate change through joint efforts to protect the environment and ensure sustainable use of natural resources.”