A key factor in Mexico Real Estate, especially a market like that of Playa del Carmen, is the strength of tourism in the area. For this very reason, contrary to what one might think, now is the IDEAL time to buy here; because of the international recession and the swine-flu travel advisory, the current market is at a low point, which means reduced prices, sometimes very reduced. However, in addition to the confidence which the history of the Playa del Carmen real estate market offers us, (see “Second chance in the Playa del Carmen Real Estate market” in our real estate blog), the government of Mexico has just launched the “Vive Mexico” program, which will add to our confidence that the market will soon be on an upward trend, and that this is an ideal time to invest. Those considering buying a home, or looking for an investment in Playa del Carmen may hesitate to buy at a time when appreciation has leveled off. But considering the importance of tourism in this market, any indication that tourism will soon be on the rise again is a good sign. The “Vive Mexico” program considerably strengthens these prospects. President Calderon is challenging Mexico’s tourist industry, “Let’s show the world what we really are,” and do better than ever. This is just what the “Vive Mexico” program is going to do, redoubling effort in innovative ways to promote Mexico’s tourist destinations, and offering special prices to an extent which has never been seen before. So, what does this program include? An unprecedented financial investment of 90 million dollars (1. 2 billion pesos). This money will be used to promote Mexico “in every way possible as a tourist destination full of life, attractions and benefits with no equal. ” The investment will be dedicated to promoting tourism in North America and throughout the rest of the world, both encouraging Mexicans to get to know their own heritage, and continuing to show the rest of the world the benefits of coming to Mexico. The message which “Vive Mexico” has for the world will be delivered through various media, and using celebrities such as actors and soccer players, and public figures from all walks of fame. The campaign has been called “much more than just a promotional campaign – it’s a national movement which requires the participation of all Mexicans. ” In addition to the campaign itself, numerous other initiatives are being undertaken. One is an updated version of Playa del Carmen’s Digital Tourist Service Catalogue (Catalogo Turistico Digital), which includes catalogue of all services of interest to tourists in Playa and has been distributed on CD and very successfully received on an international level. The new version will included data from a recent census to offer more complete information. Also the government of this state is organizing an event (“Vive la Vida en el Caribe Mexicano, Travel Shop el Mall de los Viajes”) to complement the national program with promotion specific to Quintana Roo. So, there’s going to be a lot of publicity – what else is going to be offered? In Playa del Carmen and the Riviera Maya, there are going to be reduced prices, all-inclusive packages which now include even more, such as extra nights in hotels, free entrance into eco parks, and numerous other incentives for tourists. Some packages are being offered as low as 50%. The campaign will focus on bolstering tourism this coming summer season, that is, within the next couple of months. For the Playa del Carmen real estate this means one thing; tourism, a key element in the market here, will rebounds and probably quite quickly. As tourism grows, the market trend will turn back up. This factor, in addition to numerous others which will give buyers confidence in the Playa del Carmen Real Estate market, make this an ideal time to invest in Playa del Carmen.