Mexico’s new Minister of Tourism, Gloria Guevara, was not looking for a public office, it came looking for her! A high powered executive for arguably one of the most influential companies in the travel industry, Sabre Travel Solutions, Ms. Guevara was hard at work connecting buyers and sellers of travel when she got the call from the President of Mexico and was wooed away from the private sector to a patriotic role for the future of her country. Since her first day in office, Guevara has shown that she is a mover and that her plans for Mexico’s tourism industry will re-shape the way that Mexico is viewed as a destination in the world.
Since taking office, Guevara has secured a $35 million budget for a media campaign to shed new light on Mexico as a prime destination for cultural tourism. The theme of the campaign is “Mexico: The Place You Thought You Knew,” and the ads (view below) are intended to reach 50% of North Americans. She and her team have also outlined ten culturally significant routes of travel called the “Rutas de Mexico,” which feature many of Mexico’s 31 UNESCO World Heritage Sites.
Guevara holds a master’s degrees in Marketing from the Universidad Anahuac in Mexico City and Business Administration from Northwestern University in Evanston, Illinois. Her career in the travel industry began in customer service and sales at Sabre where she steadily worked her way to the top of the company as she eventually held the position of chief information officer for parent company Sabre Holdings.
We at Journey Mexico are thrilled to have a like-minded, business savvy advocate in this important role and can’t wait to see what other new and creative ideas the Mexico Tourism Board launches under her watch.