Un paraíso remoto.
Author | Villano, David |
Position | Promoviendo M |
MERIDA--A principios de los años 60. los funcionarios de turismo del montañoso estado de Mérida, en Venezuela. produjeron varios carteles promocionales donde aparecían esquiadores deslizándose desde una cumbre nevada. La campaña fracasó: aunque en la región hay muchos picos nevados, cuando los visitantes llegaron no tardaron en descubrir que en Venezuela no hay pistas de esquí.
"Fue vergonzoso", dice el gobernador de Mérida, William Dávila Bardos. "Esta vez seremos más cuidadosos al mercadear nuestra imagen al mundo".
Treinta cinco años después, Mérida trata otra vez de atraer a los turistas extranjeros. Con el alza del turismo internacional en América Latina, los gobernantes de este agreste estado de 700.000 habitantes, en el oeste de Venezuela, creen que la zona puede convertirse en el próximo imán del ecoturismo del hemisferio.
Dávila, que recientemente explicó sus planes a un grupo de periodistas extranjeros, ha declarado que el turismo internacional será su mayor prioridad. Su gobierno ha lanzado un ambicioso programa para inculcar a los campesinos la importancia del sector turístico. Se estableció un plan de préstamos a bajo costo para ayudar a los interesados en convertir sus casas en alojamientos para visitantes. Los funcionarios también cortejan a las grandes cadenas hoteleras, ninguna de las cuales tiene presencia en Mérida. Y para atraer a los turistas extranjeros, el gobierno ha contratado a una importante firma norteamericana de relaciones públicas para coordinar su publicidad.
Aunque Mérida es desde hace tiempo el principal destino...
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