Abstract
The Federal Mexican Government organized and funded the 1968 Summer Olympic Games in Mexico City. The federal government used these as a platform to show and further enhance the country’s economic growth. As part of these strategies, the organizers implemented international campaigns, among them increasing international tourism. Government officials were also in charge of the Department of Tourism. During the Olympics, the organizers tried to go beyond the promotion of culture and nature and advertised Mexico as a country for cosmopolitan consumer experiences. The organizers kept promoting history and nature, as done previously, but also showed youth culture and nightlife. The modernity and western values associated with the Olympic Games coincided with the global objectives of Mexican government officials.
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