It costs 37.80 pesos to entice a foreigner to visit Mexico, according to El Financiero, which likes to think of itself as The Wall Street Journal of Mexico. The figure was reached by a mathematical formula, so much spent on advertising and promotion divided by international tourism arrivals. Divided by or multiplied by. Well, I never was any good at math.
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Jimm Budd
Reporting From Mexico City
Member of the Society of American Travel Writers
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