Zacatecas, Zac.-Zacatecas Deslumbrante, como destino turístico, permanece en la mente de los viajeros, a través de una estrategia que, durante la contingencia sanitaria, contempla cinco pilares estratégicos y el mismo número de programas de acción.
 
Al comparecer ante la LXIII Legislatura del Estado con motivo de la Glosa al IV Informe de Gobierno, el Secretario de Turismo, Eduardo Yarto Aponte, destacó los reconocimientos otorgados al destino a nivel nacional e internacional, los cuales colocan a la entidad como uno de los sitios favoritos para visitar.
 
Detalló que la estrategia general del Gobierno de Alejandro Tello para la reactivación de la promoción turística de Zacatecas Deslumbrante consiste en los siguientes cinco pilares: la reactivación local, consolidar la comunicación con los zacatecanos migrantes, fortalecer acciones en la región centro del país, promoción de sus mercados naturales, apuntalar acciones en el ámbito nacional e incrementar el posicionamiento y conciencia de la marca Zacatecas Deslumbrante.
 
Señaló que los programas de acción son los siguientes: campañas tácticas, vinculación con la Industria, comunicación, alianzas estratégicas e impulso comercial.
 
Eduarto Yarto también puntualizó que una de las acciones más importantes que se han realizado en la Secturz, durante el presente año y que había venido trabajado meses atrás, son la firma del pacto por el turismo, conformado por la región centro del país y que lo integran los estados de Aguascalientes, Guanajuato, Querétaro, Jalisco, San Luis Potosí y Zacatecas.
 
De igual manera, comentó que las distinciones que se han entregado al destino son fundamentales para la promoción, entre ellas, la mejor ciudad cultural de México en marzo del 2020, reconocimiento de los lectores de la revista México Desconocido.
 
Este premio, dijo, evolucionó de los dos años anteriores de Mejor Ciudad Colonial que también había adquirido la ciudad de Zacatecas. De igual manera, destacó que el producto de “Arqueología Sideral” ganó como mejor experiencia turística en una zona arqueológica en marzo del presente año, también gracias a los lectores de la revista México Desconocido.
 
Recientemente, refrió el funcionario, se dio a conocer que Zacatecas fue el mejor destino de fin de año 2019, nombramiento otorgado por la plataforma de reservaciones de hospedaje internacional Airbnb.
 
En ese sentido, Yarto Aponte invitó a los diputados integrantes de la Comisión de Turismo de la Legislatura local, a asignar recursos para consolidar el reconocimiento como Capital Americana de la Cultura 202, el cual fue otorgado a todo el estado de Zacatecas por parte del Bureau Internacional de Capitales Culturales (IBOCC).
 
Por otro lado, indicó que el 2019 fue un buen año en materia turística, ya que la ocupación hotelera alcanzó un 54.15 por ciento con una llegada de 635 mil turistas quienes dejaron una derrama económica de más de 507 millones de pesos.
 
Con lo anterior, Eduardo Yarto precisó que el presente año se encaminaba a ser uno mejor con las cifras que se registraban en los primeros meses, las cuales llegaron a un 43.18 por ciento de ocupación.
 
Sobre temas de capacitación a los prestadores de servicios turísticos del destino, se continuó mediante la modalidad en línea desde el mes de marzo, alcanzando una cifra superior a los 6 mil participantes en diversos webinar.
 
Asimismo, se desarrolló el IV Concurso de nuevos productos turísticos para el estado de Zacatecas y el III Encuentro de financiamiento, con la finalidad de incrementar y fortalecer los productos y experiencias turísticas de la capital y los seis pueblos mágicos.
Respecto a las acciones que la Secturz ha realizado en el periodo de contingencia por el COVID-19, Eduardo Yarto señaló las siguientes:
  • Taller “Medidas básicas de prevención del COVID-19” con 53 personas de primer contacto de los hoteles.
  • Gestión de la exención de impuesto sobre el hospedaje dos, tres y cuatro trimestres del año.
  • Articulación de contactos con los prestadores de servicio para acceder a los programas de estímulos económicos de la Secretaría de Economía.
  • Talleres con participación de 250 personas sobre las medidas de limpieza y desinfección en los establecimientos.
  • Limpieza y desinfección del personal y de los espacios de atención al cliente
  • Limpieza y desinfección de insumos y equipos en los establecimientos de alimentos y bebidas.
  • Elaboración de los Lineamientos de acción ante el COVID-19, guía para la elaboración de los protocolos de cada unidad de negocio turístico, en coordinación con la Secretaría de Salud de Zacatecas.

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