The Development of Mexico’s Tourism Industry: Pyramids by Day, Martinis by Night PDF
Preview The Development of Mexico’s Tourism Industry: Pyramids by Day, Martinis by Night
Additional Praise for The Development of Mexico’s Tourism Industry: Pyramids by Day, Martinis by Night “Dina Berger’s book is an important new study that explains how U.S. and Mexican elites transformed and marketed the image of revo- lutionary Mexico.” —Tom O’Brien, University of Houston “How Mexico became one of the world’s top tourist destinations is a fascinating and hitherto largely untold story. Thanks to Dina Berger’s path breaking, deftly researched study, we can now trace the origins of Mexican tourism back to the dark days of the Mexican Revolution, when against all odds a dynamic group of revolutionaries, boosters, bankers, and entrepreneurs reinvented Mexico’s tattered image, seduced the gringo tourist, and laid the foundations for a world-class industry. Berger’s engaging account demonstrates that tourism was more than business: it was Mexico’s ticket to modernity.” —Adrian A. Bantjes, University of Wyoming “In an engaging and insightful example of cultural and political history, Dina Berger demonstrates how the Mexican leadership con- nected tourism with the construction of a new economy and broader polity because tourists demand creature comforts and their example would increase the material expectations of the general public. Under President Lazaro Cardenas the focus was widened to include the pro- motion of prehistoric sites and museums that not only promoted tourism but also created an increased sense of national cultural unity.” —John Mason Hart, Author of Empire and Revolution: The Americans in Mexico Since the Civil War This page intentionally left blank he evelopment of T D exico s ourism ndustry M ’ T I yramids by ay, P D artinis by ight M N Dina Berger THEDEVELOPMENTOFMEXICO’STOURISMINDUSTRY © Dina Berger,2006. Softcover reprint of the hardcover 1st edition 2006 978-1-4039-6635-3 All rights reserved.No part of this book may be used or reproduced in any manner whatsoever without written permission except in the case of brief quotations embodied in critical articles or reviews. First published in 2006 by PALGRAVE MACMILLAN™ 175 Fifth Avenue,New York,N.Y.10010 and Houndmills,Basingstoke,Hampshire,England RG21 6XS Companies and representatives throughout the world. PALGRAVE MACMILLAN is the global academic imprint of the Palgrave Macmillan division of St.Martin’s Press,LLC and of Palgrave Macmillan Ltd. Macmillan® is a registered trademark in the United States,United Kingdom and other countries.Palgrave is a registered trademark in the European Union and other countries. ISBN 978-1-349-52946-9 ISBN 978-1-4039-8286-5 (eBook) DOI 10.1057/9781403982865 Library of Congress Cataloging-in-Publication Data is available from the Library of Congress. A catalogue record for this book is available from the British Library. Design by Newgen Imaging Systems (P) Ltd.,Chennai,India. First edition:March 2006 10 9 8 7 6 5 4 3 2 1 To my parents, Carol and Paul, and to my husband, Ingmar This page intentionally left blank A trip to Mexico without a visit to the native markets is as incomplete as a Martini cocktail with the olive left out. Mexican Tourist Association, souvenir album, ca. 1939 This page intentionally left blank ontents C Illustrations xi Note on Currency xiii Acknowledgments xv Abbreviations for Tourism-Related Organizations xvii Introduction 1 1 Mexico’s New Revolution: The Race for the Tourist Dollar, 1928–1929 11 2 State Support and Private Initiative: Patterns in the Development and Promotion of Tourism, 1930–1935 27 3 Motoring to Mexico: Highways, Hotels, and Lo Mexicano, 1936–1938 45 4 “Vacationing with a Purpose”: Tourism Promotion on the Eve of World War II 71 5 Pyramids by Day, Martinis by Night: Selling a Holiday in Mexico 91 Epilogue 117 Appendix A 121 Notes 123 Bibliography 153 Index 159
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