The summer vacation period in Mexico ended yesterday and today millions and millions of children returned to classes across the country. In Zihuatanejo that meant walking to school in a light drizzle for many students. It also means streets, hotels and beaches void of tourists. An unsettling occurrence for local business and lodging owners.
More and more I think it becomes apparent to lots of local businesses that opened up here in the past decade that not only is Zihuatanejo saturated with folks looking to live off tourism, but that the government’s efforts at promotion, what little they’ve done, has completely changed our tourism, especially during the summer vacation period.
It used to be that we had a decent mix of day trippers who came by bus, car and truck and more affluent tourists who occupied local luxury homes and lodgings. But between the hotels in Ixtapa changing their marketing strategy to almost exclusively all-inclusive seeking a class of tourist with less purchasing power, effectively charging rates that the predominantly non-corporate owned Zihuatanejo lodgings simply can’t compete with, and the government’s almost exclusive promotion of “social tourism” (the folks who come in tour buses for a day at most) we now find that all of us who live and have businesses here can no longer make a sustainable living from the tourists we’re getting. In spite of this new reality, FONATUR, who for years hasn’t been able to find buyers for the lands they’ve developed for sale, continues allowing megaprojects to wipe out natural areas and privatize beaches on the one hand while FIBAZI does similarly with squatters on the other, selling Zihuatanejo’s ecological zones for political expediency if not also personal profit. The squatters of course can’t find work and the megaprojects of course can’t find buyers, but with developers that isn’t the point. They build, they get paid, they move on to repeat the process. Similarly, many squatters get their stolen land and sell it for a huge profit and move on to repeat the process.
Unfortunately with the change of political fortunes underway, no one is doing anything. It’s almost like, no it’s definitely like there is NO GOVERNMENT (except of course they still want to collect taxes).
Lots of folks from other places sure want to live off the Zihuatanejo cash cow, but it seems no one wants to do the real work of getting folks to come here, no one seems to want to engage with potential tourists, to answer their questions that help them make the decision to take their vacations here. Even the airlines seem to be conspiring against us. So I plug away here and there trying to keep Zihuatanejo in people’s thoughts, answering questions and hopefully projecting the image of a place folks will want to visit for their vacation. But man, do I ever feel like the little Dutch boy with his finger in the dike: alone in my efforts to try to salvage Zihuatanejo’s tourism and attract newcomers with the spending power needed to help at least some of us make ends meet.