What a Trip: New Show in Las Vegas Melds Entertainment with Mexico Tourism Promo Tovin Lapan - Las Vegas Sun
go to original August 17, 2014

Viva Veracruz at the Planet Hollywood Theater in Las Vegas (viva verashow)

Viva Veracruz, a music and dance show at Planet Hollywood, is an exploration of the culture and folklore of Veracruz, a state on Mexico's gulf coast. The show was funded by the state government of Veracruz as an attempt to draw more tourists and spread knowledge of the state.

The idea is innovative if only for its simplicity. Why send people around the globe to promote tourism when you can just sit in one spot and let the tourists come to you?

That’s what Alex Esqueda, a Las Vegas producer, pitched to the tourism board of Veracruz, a state in Mexico straddling the Gulf Coast. The result: "Viva Veracruz! The Show," a dance-and-musical production that introduces audiences to the culture and folklore of Veracruz.

The show, which started a four-month run at Planet Hollywood this week, is backed by the Veracruz tourism board and is an experiment in alternative marketing. Instead of spending on television commercials and glossy brochures, Veracruz is hoping a taste of its art and culture will entice world travelers to their state.

...When many foreign tourists think of Mexico, they picture the bustling metropolis of Mexico City or the white sand beaches of the Mayan Riviera. Those who see the show, however, may think of whitewater rafting on Veracruz’s Rio Antigua, catching the museums and cuisine of the state’s capital city of Xalapa or attending Carnival festivities in the port city of Veracruz.

Read the rest at Las Vegas Sun

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