A tourism industry transformed
Mexico 1968 enabled the country and its capital city to transform their international image and attract more diversified tourism.
A popular destination for North American visitors in the 1960s, Mexico saw the Olympic Games as an opportunity to increase its appeal to an international market. The Organising Committee was keen to present “a cohesive and contemporary image of Mexico”, one that challenged stereotypical views of the country.
It did so through clever, striking branding of the Games that drew on Mexico’s cultural heritage while also showcasing its new modern side. Nothing symbolised this dual approach better than the iconic Mexico 68 emblem. Its clean, concentric lines referred to the patterns found in the traditional art of Mexico’s indigenous people and projected a contemporary look that caught the imagination of the rest of the world.
The fresh emphasis on Mexico’s pre-Columbian culture was also reflected in the promotion of archaeological sites, which featured in coverage of the Olympic flame’s journey to Mexico City and helped attract a different kind of tourist to those lured by the country’s beaches.
Television also had a role in this transformation. US TV companies extended their coverage of the 1968 Games because they could broadcast events live to peak-time audiences. Advances in communications and image quality and increased access to TV sets helped to project Mexico to a wider audience. The Opening Ceremony alone was watched by 600 million people worldwide.