Despite a wave of violence in recent months that prompted officials to deploy a large number of security forces members in the region, tourists are flocking to Cancun and Mexico’s Riviera Maya.

The Ernest Hemingway International Club will turn 25 years on May 21, 2017, contributing, too, diplomatic efforts in favor of travels, peace, tolerance and understanding.

The strategies to be outlined in the matching cooperative marketing plan are designed to help in generating a greater awareness about the island, ultimately stimulating travel to the island.

“A World of Its Own”, the new promotional slogan—completely replacing the previous “Live it to Believe It” line—was spotted in one of its first appearances today at this weekend’s Mitsubishi Electric Classic in TPC Sugarloaf in Duluth, Georgia.

In addition to participating and attending a number of international trade shows and teaming up on travel promotions with BTMI, the Association also hosted a series of important information sharing sessions with that organization and Expedia.

The discussions addressed the three pillars of the Silk Road Action Plan: i) marketing and promotion ii) destination management and capacity building and iii) travel facilitation.