Since 2012, Mexico has climbed from the 15th most visited country in the world to the 8th most visited. In celebration and with the hopes of pushing ever further, Mexico decided to launch a new tourist campaign. The campaign, “A World of Its Own” is meant to highlight the vast diversity of Mexico and subsequent offerings to its visitors. There is a new digital platform launched which features a 360-degree view of different Mexican tourist experiences, as well as a “bucket list” tool for which people can build their perfect trip to Mexico. The campaign is set to target specific segments based on the specific interests of the tourists, and what they are looking for in a vacation to Mexico. There has been a growing concern over safety while traveling in Mexico, and I believe this campaign is a fantastic opportunity for the country to spread the message of positivity and beauty that can be found in the country. The word is already spreading, and social media is exploding with a discourse focused on unique and lively experience that only Mexico can offer.