"Mexico maintains its preference among North American travelers and we recognize that North America is our most important market, with 80% of foreign visitors to Mexico coming from the United States and Canada," says Leticia Navarro Ochoa, Mexico's Secretary of Tourism.

Eager to maintain a strong relationship with their core foreign market, Mexican officials will soon implement the newly devised marketing campaign, known as "Mexico – Closer than Ever." Through the use of advertising, public relations, direct marketing and promotions, the campaign focuses on Mexico's warmth, hospitality and perhaps most importantly, proximity. The campaign represents a 35% increase in all marketing efforts for this year's fourth quarter as compared to the same period one year ago.

Mexico's stepped up approach to tourism comes as Orange County hotels and amusement parks are cutting rates and offering special packages to recruit visitors of their own.