Can I make Mexico great again

Why many travel influencers move on to Mexico

The caravan has just moved on again. After Bali and Dubai, Mexico has now apparently become the most sought-after destination for travel influencers. Thousands of pictures from the Mexican Caribbean coast and especially from Tulum are currently appearing on Instagram. The reasons for this are diverse. Mexico never really closed its borders during the pandemic and basically lets tourists into the country at any time. To date, it is one of the few countries in the world that does not require a negative PCR test when entering the country. President Andrés Manuel López Obrador is one of the heads of state who reject the lockdown and want to promote undisturbed tourism.

For quite a few people - primarily US tourists - a Caribbean vacation is evidently more tempting than the current situation in the country. The intensive care units are full while the number of infections continues to rise. By the end of March, more than 2.2 million corona cases and more than 200,000 related deaths had been recorded in Mexico, according to Johns Hopkins University.

Internationally successful influencers also moved on to Mexico because Great Britain, among other things, put the United Arab Emirates on the red list of countries of origin. Since January the following applies to the former Instagram hotspot Dubai: Returning travelers have to be in quarantine in Great Britain - and in any case in Austria - for ten days. Mexico, on the other hand, is not on the red list of Great Britain and many other countries.

The reactions to the caravan of influencers, which are constantly moving on in search of potential targets for a break from the pandemic, have been mixed. Some followers on Instagram are upset that influencers often travel to poorer countries and expose employees there to health risks. Many others only comment on their travel behavior with the obvious desire to imitate them: "Have fun, we wish we were there too!"

It is undisputed that the influencers will be popular advertisers for tourism even after the pandemic. Studies assume that the global influencer advertising market will grow fourfold to around 20 billion euros by 2025. And Europe's largest travel group TUI has been working with influencers for years. "Influencers belong to the opinion-forming layer of society," said German TUI spokesman Magnus Hüttenberend to Deutsche Welle. Working with influencers is an "essential part" of the company's marketing strategy.

More and more communication scientists warn against dull "influencer bashing". It is probably similar to the rest of the population: The majority of travel influencers also seem to have stayed at home during the pandemic. Many even actively call for compliance with the necessary rules of the game, even though their livelihoods have broken down overnight. (red, April 2nd, 2021)