Mexico has until now relied almost exclusively on tourists from North America and Europe. With the help of COTRI China Outbound Tourism Research Institute, the Mexican tourism industry is preparing itself for new customers from the fasted growing outbound tourism source market worldwide: China. More than 50 million Chinese will cross a border in 2010, a number expected to double within the decade to make China the No. 1 tourism source market in the world.

COTRI offers the COQ China Outbound Tourism Quality Label program, which enables companies with trainings and self-analysis to adapt their products and services to the specific needs and expectations of Chinese visitors. For Mexico, AMSTAR DMC has started to provide trainings and coach Mexican companies to achieve the COQ Label. The first 20 Mexican tourism company managers successfully finished their training at the end of July 2010, receiving the title of COQ Host (China Outbound Tourism Quality Host). Their companies are now preparing to apply for the COQ Label which will ensure their recognition in China and Mexico as hotels, attractions and transportation companies which specifically focus on the needs of Chinese travelers.

AMSTAR DMC, the COTRI partner in Mexico, is a Cancun-based leading Destination Management Company with presence in the main destinations of Mexico, Dominican Republic and Jamaica. In 2008, a China Division was established in Cancun and an office opened in Beijing.

COTRI China Outbound Tourism Research Institute is the worldwide leading independent research institute for analysis, consulting and quality assessment relating to the Chinese Outbound Tourism market with offices in Heide, Germany and in Shanghai.