4.7.2 The Golden Age (1955–1980)
Acapulco became fashionable with the Hollywood ‘jet set’, and its position as leader
of the North American market was further consolidated by the Cuban revolution of
1959 (Ramirez 1986). Physical evolution continued in the form of the Golden Zone,
a conglomeration of hotels, restaurants, bars and shops, which stretch for five
kilometres along the coast. Many of the newly built hotels were bought or leased
by transnational chains, thus providing the predominantly North American visitors
with quality accommodation. Nonetheless, the golden age was to be compromised a
decade later as Mexico’s newly established tourism poles, in particular Cancun,
provided previously unheard-of competition and environmental deterioration began
to discourage both international and domestic visitors.
4.7.3 Slow Decline and an Attempt at Reinvention
(1980–2006)
As Acapulco’s allure gradually diminished, the transnational hotel chains, vital in
securing linkages and attracting international clientele, began to abandon the destination. Meanwhile, the new owners failed to provide the required maintenance
which resulted in a marked deterioration in the standard of services. As a consequence, international tourism steadily decreased as alternative options became
available to the notoriously fickle travel market. In an attempt at reinvigorating the
international market and hoping to attract both affluent and second residence tourists
to Acapulco, the state government of Guerrero initiated the development of the
Diamond Zone in the south part of the destination in 1992 (Carrascal and Perez
1998). The area is now resplendent with luxury hotels and condominiums, golf
courses, commercial shopping malls and recreational areas, but success has been
limited and the area’s development has been criticised for being an economic failure
and environmentally inappropriate (Avilez et al. 2012).
4.7.4 Rapid Decline and Crisis (2006–2017)
Mexican President Felipe Calderon’s War on Drugs campaign provoked a marked
upsurge in criminal activity throughout the country, but particularly in Acapulco, a city
which is both a transport route and a selling point for narcotics. This significantly
accelerated the rate of the destination’s decline, with the number of registered international visitors falling from 131,188 in 2006 to 10,569 in 2015 (SEFOTUR 2016). In
short, Acapulco’s reputation has descended from a golden era of charisma and prestige
to a somewhat jaded resort, lacking in facilities for the modern tourist and one which
cannot offer security for its visitors. The destination’s decline is attributable to both
48
M. Speakman and A. D. Garay
Acapulco became fashionable with the Hollywood ‘jet set’, and its position as leader
of the North American market was further consolidated by the Cuban revolution of
1959 (Ramirez 1986). Physical evolution continued in the form of the Golden Zone,
a conglomeration of hotels, restaurants, bars and shops, which stretch for five
kilometres along the coast. Many of the newly built hotels were bought or leased
by transnational chains, thus providing the predominantly North American visitors
with quality accommodation. Nonetheless, the golden age was to be compromised a
decade later as Mexico’s newly established tourism poles, in particular Cancun,
provided previously unheard-of competition and environmental deterioration began
to discourage both international and domestic visitors.
4.7.3 Slow Decline and an Attempt at Reinvention
(1980–2006)
As Acapulco’s allure gradually diminished, the transnational hotel chains, vital in
securing linkages and attracting international clientele, began to abandon the destination. Meanwhile, the new owners failed to provide the required maintenance
which resulted in a marked deterioration in the standard of services. As a consequence, international tourism steadily decreased as alternative options became
available to the notoriously fickle travel market. In an attempt at reinvigorating the
international market and hoping to attract both affluent and second residence tourists
to Acapulco, the state government of Guerrero initiated the development of the
Diamond Zone in the south part of the destination in 1992 (Carrascal and Perez
1998). The area is now resplendent with luxury hotels and condominiums, golf
courses, commercial shopping malls and recreational areas, but success has been
limited and the area’s development has been criticised for being an economic failure
and environmentally inappropriate (Avilez et al. 2012).
4.7.4 Rapid Decline and Crisis (2006–2017)
Mexican President Felipe Calderon’s War on Drugs campaign provoked a marked
upsurge in criminal activity throughout the country, but particularly in Acapulco, a city
which is both a transport route and a selling point for narcotics. This significantly
accelerated the rate of the destination’s decline, with the number of registered international visitors falling from 131,188 in 2006 to 10,569 in 2015 (SEFOTUR 2016). In
short, Acapulco’s reputation has descended from a golden era of charisma and prestige
to a somewhat jaded resort, lacking in facilities for the modern tourist and one which
cannot offer security for its visitors. The destination’s decline is attributable to both
48
M. Speakman and A. D. Garay