Laredo board reviews Semana Santa promotions, Canada outreach and binational emergency training

At its May 1, 2025 meeting the Laredo tourism board heard a marketing report detailing promotions tied to Semana Santa, an expanding outreach to Canada, binational emergency-training collaboration with Mexican states and a series of upcoming events including a May 17 community anniversary celebration and a May 20 press conference.

Staff told the board the tourism office distributed 1,200 oversized fans at two high‑traffic locations during Semana Santa as giveaways and conversation starters, and hosted three social-media content creators — Omar Narvaez, Omar Martinez and Ignacio Lara — to showcase family and food itineraries. “We distributed 1,200 vibrant oversized fans featuring imagery of Loreto,” a staff presenter said, describing the on-the-ground campaign.

The office described a “reverse marketplace” event organized by the Texas travel office in which tour operators came to Texas; staff said about 20‑plus Canadian tour operators met with Texas destinations, and Laredo staff will travel to Canada in mid‑May to continue outreach. The presenter said, “A reverse marketplace…means they come to us,” and that tour operators typically plan two years out, so the office is maintaining outreach despite near‑term uncertainty.

Staff also reported a first binational virtual emergency-fire training that drew “more than hundred people” from Mexican states including Querétaro, Estado de México and Durango, and said the tourism office coordinated with local fire chiefs on the training. The tourism office flagged ongoing efforts to recruit sports tournaments and to promote local venues; Fidel is leading tournament recruitment and outreach to sports event organizers.

Upcoming events and outreach listed in the report include a May 17 main celebration at the plaza (10 a.m.), exhibits at the Center for the Arts and the Border Heritage Museum, a farmer’s market, a proclamation for National Travel and Tourism Week (first full week in May) and a Taco Trail unveiling at the Border Heritage Museum (10 a.m. on Wednesday of that week). A press conference announcing the Wheel of the World initiative is scheduled for May 20; a Sister Cities press conference is set for June 11. The tourism office said the city council had added monetary support for the May 17 anniversary events.

Staff noted a staffing shortage affecting bridal promotion presence at some events and said social-media and other promotion would continue even if on‑the‑ground staffing must be adjusted. The report did not provide dollar amounts for the campaigns or for council support.

Board members were invited to attend the office’s National Travel and Tourism Week events, pop‑ups at City Hall and the outlets, and a planned Lele workshop and an inaugural Sister Cities 5K during the festival. The transcript records staff saying Queretaro will bring artisans and an inflatable Lele doll for the festival.

The board received the report for information; no marketing contracts or new appropriations were approved at the May 1 meeting.