The Mexico Tourism Board has unveiled a new global campaign, A World of Its Own.

The campaign represents the next chapter in the destination’s global tourism positioning and focuses on the vibrant, multi-faceted experiences that keep visitors coming back to Mexico and its hundreds of destinations, time and again.

The positioning highlights the sheer scale and diversity of Mexico’s tourism offering and comes at a time when Mexico has climbed from the 15th, in 2012, to the eighth most visited country in the world according to the UNWTO.

“This new campaign is an invitation to immerse yourself in everything that is Mexico,” said Hector Flores Santana, Mexico Tourism Board chief executive.

“We constantly hear visitors tell us that Mexico is unlike anything they have experienced.

“They have shared their marvel that in just one day they can relax at one of the world’s top beaches, stroll through colourful markets, hear the Maya language still spoken, visit a crystal blue water cenote hidden in the jungle and, finally, savour a mix of modern and ancient flavours at dinner.

“Throughout their journey they are greeted with the warm smiles of the Mexican people while enjoying the quality service of Mexico’s world-famous hospitality.

“This new campaign seeks to capture this positive overwhelming feeling of sensations and discovery.”