San Antonio – Mexico Strategic Marketing Plan

The Challenge

Visitors from Mexico appeared to be a strong natural market for San Antonio but the numbers did not bear this out. Community leaders believed that there were major awareness challenges. An initiative was launched to increase demand from Mexico, across the entire San Antonio economy. It was led by a broad-based, public-private partnership among community champions.

InterVISTAS was retained by San Antonio Airport System to develop a plan and establish San Antonio as Mexico’s preferred global destination for cultural, educational, and commercial activity.

Our Role

The work included:

  • Addressing the need for more SAT-Mexico air service and options.
  • Identifying opportunities to increase Mexico-San Antonio visitor demand in key sectors beyond the traditional markets of shopping and tourism.
  • Developing a strategic plan to establish and market San Antonio as a destination of choice for Mexican nationals.


A comprehensive plan was developed which included performance measures and an action plan with over 100 specific initiatives to build the Mexico market.