YOU’RE NOT HERE TO FISH?
Originally Published the Week of Nov. 15, 2022 in Western Outdoor Publications
Over the years, I’ve watched the complexion of the tourism industry and tourism in general evolve. It has been an interesting observation.
Being in the tourist industry ourselves, we have a courtside seat to all the comings and goings.
Years ago, it was the fishermen. No two ways about it.
Fishing built the tourism industry. It’s what initially opened up Baja and much of the Pacific Coast of Mexico.
It was the exotic frontier teeming with fish and popularized by those early adventurers and writers who elaborated about deserted hidden beaches; sunshine; waters teaming with boiling fish and a wonderful people.
At first, it wasn’t easy to get to. But that only increased the allure.
But, as time went on, the tourism gates edged ajar enabling more visitors to make their way down the coast. The gates have never closed.
It has never stopped being a wonderland to so many.
At first, mostly the guys came down. The journey could be long. The visit often did not accommodate many conveniences like air-conditioning, ice, electricity, gasoline and soft beds or even running water.
But, again with time, all of these came to pass along with swimming pools, spas, shopping centers, and all the modern accoutrements.
Not co-incidentally, tourism surged again. Not surprisingly, the mix of families, wives, kids and others increased. International tourism also burgeoned.
Today, Mexico is one of the hottest vacation destinations in the world. Not just for Americans but for world-tourism as well.
But, no matter who was arriving off that cruise ship, plane or bus, there was always the underlying attraction of the ocean.
Whether for fishing; diving; watersports like boating; beaches; real estate; photography…for the most part, the water was a common denominator for a vast majority.
Everyone was attracted by that big blue ocean out there in some way, shape or form.
Whether to catch the fish of a lifetime; lie on a beach; to go on a booze cruise; to build a house; to watch whales; to get married or honeymoon; to retire; to surf; build a house…the ocean was always the seductive siren.
I mean, no advertises empty desert. Right? It’s always “ocean view.”
But lately, I’ve noticed a big difference.
People are arriving who have really no interest in the ocean or the proximity of the water.
They’re here for the food.
A “Foodie” invasion.
Not just folks who like to eat. These are people who are hardcore into what’s on their plates. They study. They research. They take notes and photos.
They post up photos of their meals on all the social media platforms. “This is what I’m eating tonite!”
They’re not just here to eat a taco from a food cart or have nachos at happy hour.
I’ve often written about the food scene down here in Mexico. It’s often about stepping outside your comfort zone and trying new things.
But these are whole different class of visitors.
I’ve found myself taking vacation reservations for folks who don’t ask what’s the best time to catch a marlin.
They don’t really care if that hotel has a spa. They don’t ask about the water temperature for scuba diving.
But, they do want my opinion about which restaurant has the best chicken mole dish.
Or they want to know if I had tried the bearnaise sauce they’re making at some new chi-chi restaurant on the waterfront. Is the restaurant really using an organic goat cream reduction?
Yup! As if I knew!
I’ve been asked my opinion about sautee’d bluefin eyeballs or the French pastries some hot-shot chef is getting raves about at a new bakery.
These folks have researched online menus and have check-lists of eateries they intend to visit or certain dishes they specifically plan to try.
You’ve heard of a “pub crawl.”
I’ve had folks do things like “only taste test ceviche” at a number of restaurants. And take notes! Or only tacos made from triggerfish or baby octopus.
Or they are on a “food tour” to taste the difference in fish preparations between various regions such as eastern Mexico vs. Southern Mexico vs. Baja.
There’s a big difference in preparations. Spices and herbs. Presentations.
In the same way barbecued ribs might be different in Alabama compared to Minnesota in the U.S. Or chowder on Boston’s waterfront versus San Francisco’s Fisherman’s wharf.
Stuff like that.
Food popularity is big business. Just check out the Food Channels on TV sometime. There are dozens of cooking shows 24-7 and the hosts are international food rock stars.
Yes, many of our visitors are changing and seeking culinary pursuits these days.
Some are actually chefs themselves. A few have been cookbook authors. Some are just gourmet adventurers.
Some just like to eat and get that same cosmic rush over a bowl of pasta as the folks who come to battle a big fish; or ride a wave; or touch a migrating whale.
To each their own.
With the growth of so many higher-level restaurants in Mexico and Baja, being a “foodie” is a sport. It’s a hobby. It’s an obsession.
Buen provecho!
That’s my story!
Jonathan
That's My Story 