VAIL — Miguel Alvarez and his family returned to Vail for the second year in a row from Mexico City for their Semana Santa vacation after enjoying the resort so much last year.
“We love the mountain and the village . . . and this year the snow was fantastic,” he said.
The week before Easter in Mexico and several Latin American countries is known as the Semana Santa, or Holy Week, and is a national holiday for these countries. No work for a week, no school for two.
It also marks the busiest week in Vail for visitors from Mexico, said Bob Stinchcomb, director of sales for Vail Resorts. Mexico ranks fourth among international markets for Colorado tourism, but it is the No. 1 international market for Vail throughout the season.
In addition to regular commercial flights that already bridge the distance between Colorado and Mexico, eight charter flights arrived in the state this week, said Nicolas Barrancos, senior international marketing manager for Colorado Ski Country USA.
The trade group estimates that one- third of Mexican guests choose this week to visit Colorado. Those who choose Vail and Beaver Creek tend to be from Mexico City and Guadalajara, and those who go to Aspen/Snowmass are usually from Monterrey.
On average, Mexican and Latin American visitors spend more than visitors from other countries. They travel with extended family, stay in high-end lodging, pay for ski school and are known to take advantage of spring sales at the outlets and shopping malls.
In addition, Mexican visits do not fluctuate with the valuation of the dollar, as do visits from Europeans and Australians, making it a very dependable market, Stinchcomb said.
“Vail got really lucky because in the ’70s and ’80s, a lot of influential and affluent Mexican families purchased property in the Vail Valley, and that put Vail on the map down there,” Stinchcomb said.
Vail ski instructor Jessie Hollingworth herded a class of nine beginning skiers into the Golden Peak lodge Thursday, giving directions in Spanish and English. Her class, like many others this week, consisted of all Spanish or bilingual speakers from Mexico and Colombia.
Andres de Lemos and his family flew from Venezuela to spend 10 days in Vail. It is their sixth or seventh time on the mountain, he said. His two children, both skiers, decided to try snowboarding, too, this time.
“With snowboarding, we are learning something new,” said Federica, 11. “But with the skiing, it’s fun and we already know how.”
Elizabeth Aguilera: 303-954-1372 or eaguilera@denverpost.com
