MEXICAN CULTURE as a differentiator and competitive advantage for Nature and Adventure Tourism

ATMEX 2018 1

MEXICAN CULTURE as a differentiator and competitive advantage for Nature and Adventure Tourism For over a decade, the tourism industry has defined adventure tourism as those experiences that combine three fundamental elements: a) contact with nature; b) physical activities; c) cultural exchange. Historically, members of the industry have focused more on the first two elements, physical activities (even extreme sports) and contact with nature. This year, ATMEX wants to focus on the third element: Cultural Exchange. Culture, in all its forms, must be highlighted as the most important competitive advantage for Mexico against other world players in the adventure tourism sector. Mexico has 35 world heritage sites, ranking as #1 country with most WHS in the Americas and #7 globally according to UNESCO. 111 magical towns, gastronomy, charrería, mariachi, day of the death tradition and celebrations, Chiapa de Corzo s parachicos, and the Voladores of Papantla are just a few more examples of Mexico s assets considered intangible world heritage. Other cultural expressions include traditional cuisine, textiles, alfarería, alebrijes, corridos (traditional Mexican songs), legends and literature among many other artistic expressions constitute an invaluable and unique asset that make Mexico s offering one of a kind. The tourism industry in Mexico needs to come together to preserve these cultural assets through authenticity and respect, as these elements add value to any adventure experience. How about a hiking experience that concludes with real local traditional cuisine? Or a tour through valleys and canyons and Pueblos Mágicos that include all the legends that make the experience a magical realism tale? Our industry must be responsible not only for generating economic development in regions that are rich culturally but don t engage in the tourism economy today, but also of highlighting the tremendous value of our cultural heritage and preserving our identity. 2

ÍNDICE ATMEX 2. ATMEX Theme 2018: Mexican culture as a differentiator and competitive advantage for nature and adventure tourism 3. Content 4. Message from the Governor 5. Message from the Secretary of Tourism 6. Adventure Travel In Context 7. ATMEX: Carbon offset 8. Program 11. Venue map 12. Speakers 20. Sponsorships 3

MESSAGE FROM THE GOVERNOR Living in Colima means discovering multiple experiences in the smallest state on the Mexican Pacific. For us, this is a competitive advantage. We are blessed with a wide variety of natural and cultural attractions that provide Colima with a unique and magical contrast, and the possibility to find diverse vegetation in short distances such as mountains, mangroves, rivers, palm groves, a majestic volcano among others, to generate diverse activities for visitors. Our state is honored to host ATMEX 2018, the most important Adventure Travel Event in Latin America. Under this context, we have strengthened alliances with different key stakeholders that will provide transportation, accommodations, knowledge and nourishment to ATMEX delegates. Colima is ready to show all the magic and all the elements it has to become a key state for the development of Adventure Tourism in Mexico. You are welcome to our State, particularly to Comala, where I am sure you will be captivated by the natural landscapes, cultural heritage and above all, the warmth of our people. Lic. José Ignacio Peralta Sánchez Constitutional Governor of the State pof Colima 4

MESSAGE FROM THE SECRETARY OF TOURISM Today more than ever, Tourism is one of the fundamental economic activities for Colima. Tourism driven development is providing direct benefits to local communities, generating economic development and new jobs, as well as contributing to Mexico being the sixth more visited country in the world. For the State od Colima, Adventure Tourism is about the wide variety of activities that can be conducted on the natural areas of each municipality, that translate to quality of product and warmth of the people providing those activities. ATMEX is providing Colima with a magnificent opportunity to showcase the unique natural wealth it has, from the north and the beauty of the volcanoes to the south with its beaches and waves. To all who visit us today, you are welcome to Colima. Please feel like you would at home. For the Ministry of Tourism it is an honor to be a part of the history of the most important Adventure Travel Trade Show in Mexico and Latin America. Lic. Efraín Heriberto Angulo Rodríguez Secretary Of Tourism of the State of Colima 5

ADVENTURE TRAVEL IN CONTEXT I d like to highlight the importance that adventure travel has in the development of Mexico s current tourism offering. Some key figures include: 1. The OIA (Outdoor Industry Association) valued the outdoor industry at $887 billion USD in 2017. This means it is a market segment larger than the automotive or the pharmaceutical industry worldwide. 2. Average spend, according to the George Washington University and ATTA, is roughly $3,050 USD per person, and average stay is in the 8.8 day range. Both figures are substantially higher than those generated by our traditional sun and beach tourism. 3. According to the UNWTO, today we can say that 1 in 4 visitors is an adventure traveler. If this were true in México, (at 39 million international visitors per year) we d be receiving roughly 10 million adventure travelers but I am afraid we are still far away from this figure. We get even greater context from the fact that in 2015, over one billion tourists crossed borders for the first time in history. This figure is expected to reach 1.8 billion by 2030, fueled strongly by the Chinese market. Our industry shows no signs of slowing down. Do all these figures represent opportunities? Without a doubt. But for Mexico, what should be more important is the responsibility that protecting our raw material implies. Our main attributes revolve around our cultural and natural heritage; the first one being the central theme for this AT- MEX 2018. One cannot learn through someone else s experience but you don t need to be an academic to understand that overtourism is having a profound impact on some of the planet s most iconic tourism destinations. I am afraid that Mexico is beginning to see some of this adverse impact in some of our most important vacation centers. We have a lot to do in this regard before aspiring to reach the top 5 in the world tourism ranking. The challenge that faces us is, how to manage growth and sustainability. How can we contribute to the regeneration of our environment and our society? How do we guarantee that tourism is a force for positive development? Adventure and nature based tourism may not be the strongest motor for economic development in our industry yet, but we are convinced that we can become an example to follow in terms of sustainable development, in a way that creates real, deep-rooted value. We invite you to join the challenge. Welcome to ATMEX 2018 Antonio del Rosal, General Director of Experiencias Genuinas. 6

Foto: Roberto Pedraza a CO 2 MPENSO MI HUELLA Este certificado es entregado a: Experiencias Genuinas por compensar en la Reserva Biosfera Sierra Gorda, Querétaro. Con esta acción no sólo se combate el cambio climático al proteger un bosque rico en biodiversidad donde habitan especies en peligro de extinción, sino que los propietarios de la tierra son apoyados económicamente. Gracias a la labor que ellos realizan y este donativo, todos nos beneficiamos de tener suelos sanos, agua y aire limpios. Toneladas compensadas: 41 toneladas de Carbono Biodiverso Folio: CB0115 Fecha: 07 de septiembre del 2018 www.planetacarbononeutral.org 7

PROGRAM SEPTEMBER, THURSDAY 20 th 7:30-8:30 Departures from Official Atmex Hotels to downtown Colima Official ATMEX Hotels SEPTEMBER, FRIDAY 14 TO TUESDAY 18 9:00-10:30 Inauguration Ceremony Teatro Hidalgo Full Day Adventure FAM trips Colima, Estado De México, Jalisco, Querétaro. 11:00-12:30 KEYNOTE CONFERENCE: Community based model for sea turtle conservation. Speaker: Brad Nahill, See Turtles. Teatro Hidalgo SEPTEMBER, TUESDAY 18th 12:30-13:00 Transport to Comala Arts Center 17:00-20:00 Registration Hotel Ceballos 13:00-14:30 Workshops / Session 1 Marketplace MARKETPLACE (1.5 HRS) Sala de Exhibición Centro Estatal de las Artes SEPTEMBER, WEDNESDAY 19th 7:00-10:00 7:30 - Registration Hotel Misión Departure from official ATMEX hotels to Hotel Misión Official ATMEX Hotels Workshop 1 - Cycling around the world; everything I didn t see. Speaker:Lorena Dromundo, Panamerican Champion, Downhill. Room 1, Centro Estatal de las Artes Workshop 2 - Conference: Culture and nature, strategic pairing on the development of new touristic products in Zacatecas. Speaker: Lic. Eduardo Yarto Aponte, Minister of Tourism of Zacatecas. Room 2, Centro Estatal de las Artes 08:00 17:00 17:00 18:00 19:00 21:00 Departure of delegates to one day adventures offered by local tour operators Parkinglot Hotel Mision Please check your departure time according to your selection at https://atmex.org/en/one-day-adventures/ Return to hotels Departure from official ATMEX hotels to Comala Official ATMEX Hotels Welcome Cocktail offered by Colima- Dress Code: Casual Downtown Comala 14:30-15:30 15:30 18:00 15:30-16:30 Workshop 3: Nature Photographic Production. Coordinator: Antonio Pastrana, Mexican Community of Nature Photographers. LUNCH Campestre Fundador de Tino Workshop / Session 2 Marketplace MARKETPLACE (2.5 HRS) Sala de Exhibición Centro Estatal de las Artes Workshop 4 - Panel Viajemos Todos Por México - Strategic Pairing: Nature and Culture as catalysts for Destination Touristic Development. Moderator: Maria Eugenia González O Farrill, General Coordinator of the Viajemos Todos por México movement. Participants: Roberto Trauwitz, Secretario de Cultura y Turismo del Estado de Puebla; Carlos Carsolio, CEO Carsolio Empresarial; Alicia Mejía, Directora Comercial Mexitours; Alfonso Ochoa Molina, Operador Turístico Especializado en Aventura del Estado de Coahuila. Room 2, Centro Estatal de las Artes 16:30-18:00 Workshop 5 - Promoting adventure hand in hand with culture. Events and Content. Speaker: Ernesto Rivas, CEO Altius Events Room 3, Centro Estatal de las Artes 8

17:30-18:30 Happy Hour y Networking Centro Estatal de las Artes 18:30 - SEPTEMBER, FRIDAY 21st 8:00-8:30 Transfer to Colima. Free night. Centro Estatal de las Artes Transfer to Centro Estatal de las Artes Official ATMEX Hotels 10:30 12:30 Workshop 7 - Success factors for the integration of new touristic products of Durango. Culture, History, Nature, Adventure and a little extra. Speaker: Lic. Rafael Sarmiento Aguirre, Subsecretario de Planeación y Desarrollo Turístico del Estado de Durango. Room 2, Centro Estatal de las Artes Workshop 8 - Financing programs for Nature Tourism (eco-tourism, adventure tourism and rural tourism). Speakers: SECTUR.- Maestro Salvador Leal González. Jefe de la Oficina del Secretario de Turismo Federal y encargado del Área de Atracción de Inversiones y Financiamiento; FIRA.-Maestro Gavin Abreu; Asesor del Director General ; FND.- Ignacio Rivera Rodríguez. Coordinador Regional de la zona Centro Occidente; FONATUR.-Lic. Norma Angélica López Nieto, Jefe del Departamento de Asesoría y Calificación de Proyectos. Room 3, Centro Estatal de las Artes 09:00 10:00 KEYNOTE CONFERENCE: Bio-Cultural Tourism: Culture is nature seen from within. Speaker: Norman Rodea (UMA) Room 3, Centro Estatal de las Artes 12:00-12:30 12:30-13:15 Coffee Break Networking Centro Estatal de las Artes 1st Round of Simultaneus Conferences: 10:00-10:30 Coffee Break Networking Centro Estatal de las Artes Designing the road to Copalita. Speaker: Manuel Rosemberg Room 1, Centro Estatal de las Artes 10:30 12:30 Workshops / Session 3 Marketplace MARKETPLACE (2 HRS) Sala de Exhibición Workshop 6 - Market Ready Model for Communal Tourism. Coordinator: Mauricio Miramontes, La Mano del Mono. Room 1, Centro Estatal de las Artes Leveraging Culture to Support Adventure Tourism: Wold Heritage Journeys in Europe and Intangible Cultural Heritage. Speaker: Chris Seek, President and CEO of Solimar International Room 2, Centro Estatal de las Artes Strategy for a certified tourism industry Speaker: Biol. Armida Elsner Ibarra, Subdirectora de Instrumentación Normativa Ambiental de Turismo de la SEMARNAT Room 3, Centro Estatal de las Artes 9

Paseo Río Colima

VENUE MAP 11

SPEAKERS The german architect studied in Kassel University architecture, urbanism and landscaping. Afterwards she worked for the Ecological Constructions Center in the Uniersity and in 2005 she finished her first Masters degree in Energy and Environment. She came to Mexico in 2004 for a project with the German Cooperation Agency (GIZ), and since 2007 she works as an expert in Latin America and the Caribbean with studies, analysis and new concepts for the public and private sector. She works in sustainable urbanism, livelihood, habita, energy efficiency in buildings, waste management and sustainable products and services. In 2007 she got her Master s honors degree in the UNAM in México with her project Potential Plastic Recycling and in 2008 she won the National Price for Recycling by COPARMEX / SEMAR- NAT. ELVIRA SCHWANSE She developed the Diploma / Workshop in Sustainable Urbanism in the ZMVM in the Architecture Faculty in UNAM that she dictated from 2008 to 2012. In 2014 she graduated with honors in as a PHD in Urbanism with the research of polluted areas revitalization in urban spaces. Architect Elvira is a faculty professor for UNAm, LA Salle University and Universidad del Medio Ambiente. She is currently teaching in the Masters of Sustainable Architecture for La Salle in Oaxaca and the Masters in Sustainable Tourism in the UMA in Valle de Bravo. is a sustainable tourism and cultural heritage specialist with over 20 years experience assisting conservation organizations, economic development agencies, and tourism organizations to harness the power of the world s largest industry to support biodiversity conservation, cultural heritage preservation, and the well-being of local residents. Chris is the president and CEO of Solimar International, one of the world s leading sustainable tourism development firms that has implemented over 135 projects supporting more then 500 destinations and 7,000 small and medium tourism enterprises. Chris is also an expert in linking tourism development and cultural preservation. He is currently assisting UNESCO s World Heritage Center and National Geographic develop the World Heritage Journeys of Europe sustainable tourism marketing initiative. In this capacity, Chris is helping 34 World Heritage sites across Europe to identify how tourism can support sustainable management of World Heritage destinations and develop an integrated marketing and communication plan for the program. CHRIS SEEK Prior to working in tourism, Chris was as a marketing professional for Fortune 500 clients including Heineken, Perrier, Sony, General Electric, and others. Chris holds a bachelor s degree in Communications from Wake Forest University and a Master of Business Administration from American University with concentrations in Marketing and Sustainable Destination Management. 12

PONENTES Brad Nahill is President and Co-Founder of SEE Turtles, a non-profit organization that has generated more than $1 million for turtle conservation and local communities. He has worked in sea turtle conservation, ecotourism, and environmental education for 20 years for a variety of organizations. Brad is co-author of the Worldwide Travel Guide to Sea Turtles, former chair of the Awards Committee of the International Sea Turtle Society, and has authored several book chapters, blogs, and abstracts on turtle conservation and ecotourism, and has presented at major travel conferences and sea turtle symposia. BRAD NAHILL Brad has a BS in Environmental Economics from Penn State University and taught a class on ecotourism at Mount Hood Community College. He has been director of SEE Turtles since its founding and recently became President after the organization became an independent non-profit organization. Gavin Abreu is an Advisor to FIRA s CEO. After working at Mexico s Central Bank (Banco de México) for 8 years, supervising the financial markets and as a portfolio manager of the country s foreign currency reserves, in the year 2016 he started working at FIRA where he currently leads the finance program for the rural tourism, restaurant and food service industries. GAVIN ABREU He holds a BA in Economics from ITAM and an MBA from the University of California at Berkeley. One of the founders of Mupcow Communication Studio, Víctor has been a digital marketing strategist over the last 10 years, with more tan 100 web sites, among then Global Compact of the UN Chapter México, Ecoturismo Genuino and more tan 30 clients of social media strategy. Besides that he has been a speaker and facilitator in Eurocentro Nafin, Environmental University (UMA) in Valle de Bravo México and ECOSUR. VICTOR ZENTENO He has collaborated with clients like the UN, Article 19 and the Market Ready México Group. Social communicator and Chef by passion, Víctor has helped creating communication strategies for more than 19 years in different areas like client service and technical conflict resolution all over México, USA, Europe, Asia and Latin America. He has developed the Walking Tour and Gastronomic Laboratory Tomate Quesillo to improve the ecotourism establishments to preserve and improve his culinary techniques in order to create added value to his customers. 13

SPEAKERS 38 years old, Systems and Algorithms Engineer UDLAP Professional expedition and outdoor education guide with 20 years experience. Faculty member and consultant for The Environmental University (UMA): Regenerative and Bio-cultural tourism site and product development, Deep Ecology and Outdoor Education. Program Director for Outward Bound Mexico. Designed the based model for the Sustainable Tourism Master Program for The Environmental University (UMA) Certified Instructor for, wilderness first aid ASHI, Adventure Based Counseling and NOM-09-TUR-2012 certification. Chief Route designer on Desafío Discovery 2016 for Discovery Channel. Has worked and studied with more than 15 indigenous groups in Mexico and South America on cosmovision, ancestral knowledge and the culture-environment relation. NORMAN RODEA Developer for several projects on bio-cultural tourism for rural communities and private sector in Mexico and South America, with the highlight project Ruta Sur Mexico for SECTUR where he traced a 900 km route running a deep research on social & environmental understanding over the biological corridors of Veracruz, Oaxaca and Chiapas. More than any other academic qualification, Manuel is a passionate traveler, and more specifically a long distance trekker that has taken him to every continent. MANUEL ROSEMBERG After having hosted and produced a television show about the unknown natural wonders of Mexico, Manuel decided to facilitate his experience to other travelers. Manuel teamed up with GAIA, an NGO with decades experience of community work, and the Biodiversity Community System in Oaxaca to walk the rural trails of the 9 communities that make up the Copalita River watershed. He studied their gastronomy, traditions, biodiversity, productive systems and unique cultural traits. is a very new dad with 0.2 years of experience. On the other hand, he has 15 years of experience (and mistakes) co-creating social business models based on the design and development of nature tourism experiences in collaboration with community-based enterprises associated with protected areas with the aim of strengthening the sustainable livelihoods in local communities and transform visitors into agents of change. MAURICIO MARTÍNEZ Mauricio leads La Mano del Mono and promotes the Market Ready Model, where he has had the fortune to collaborate and learn with more than 150 community businesses, including 14 indigenous groups, and in alliance with managers of 67 protected natural areas. He was recently part of the design team of the Strategic Framework for Sustainable Tourism in Protected Natural Areas and facilitated the co-design of Experiencias Rarámuri at the Copper Canyon, recognized as the best cultural experience to diversify the Mexican tourist product in 2018. He loves sharing achievements and failures along the way, likes nature photography, dancing and recently changing diapers. 14

SPEAKERS Was born in august 1972. Since his early years he developed an interest for nature with his father, exploring mountains, jungles and deserts and since then he grew with a passion for nature and an interest to preserve Mexico s natural resources. His first camera was a Nikon 8008s that he bought during his time in high school where he studied photography. In the following years photography took his life little by little until in 2013 he coordinated and published his first art book and since then he has published over 35 books for private and public organizations. ANTONIO PASTRANA Just like he has published and coordinated editorial projects, he has participated in different expositions and has been an advocate for Nature Photography Contests to promote nature photography in our Country through the Mexican Community for Nature Photographers in which he is Treasurer and with the Nikon Company in which he is a spokesman for NPS. - We need to document and leave a legacy for future generations, that s our commitment with Mother Earth is Co-Founder and GM at Altius Events, an innovative marketing agency which creates high-impact content and experiences. His expertise combines on and offline marketing with the highest standards in content and event production. ERNESTO RIVAS Altius is dedicated to connecting destinations and brands with its target audiences, combining entertaiment with extreme sports, while portraying the best of Mexico s breathtaking culture, talent and landscape. Among his most notorious events are Down Puerto Vallarta, Downhill Taxco, Desafío Arrollador Motocross Freestyle [ Sweeping Motocross Freestyle Challenge ], Enruta2 [ En route 2 ], BMX Style and Rey del Río [ King of the River ]. His contents have featured on platforms such as BBC, ESPN, Televisa Networks and Discovery Channel. Alejandro Alex Bracho is a founder and Director at Makken, a disruptive agency which managed to accomodate all the communication agency services available under one roof, working as separate business units. ALEJANDRO BRACHO After 15 years of operations it has become one of the top creative agencies in the country, providing services to many World Class brands through its offices in Mexico and New York City. His genuine interest in Mexico s cultural and creative scene led him to launch experiences such as Arte Careyes, Anónimo and Liberatum, aimed at promoting the arts while bringing together some of the top minds available: Deepak Chopra, Tawakkol Karman, Hillary Swank, Guillermo Arriaga, Alfonso Cuarón, Carolina Herrera, Michael Nyman and Rosy de Palma are some of the names that have taken part in these events. He now gives form to Makken Cultural Services, which aims to produce content that portrays a positive side of Mexico that could attract new creative minds and audiences. 15

SPEAKERS is an artist, promoter, speaker and proud ambassador to Mexico over the world. One of the most renowned Mexican plastic artists, she is known as the mother of pop-hyperrealism or hyperpop. KARLA DE LARA Some of her most prestigious awards include The Nations Bienale at Venice (2018), the Leonardo DaVinci Award hosted in Florence, The International Prize of Nations - Tribute to Tiziano and the Gaviota Prize José Luis Cuevas. Born in Guadalajara, Jalisco, Karla is a passionate advocate for her country. She served as an ambassador to Yo Soy Mexicano [ I am Mexican ] a project lead by Mexico s Country Brand, aiming to promote pride among her countrymen and international stakeholders. Throughout her interviews and presentations, ranging from Florence to Great Britain, Karla always highlights Mexicans ability to shine through their culture, talent and creativity; she also continuously emphasizes that this values are Mexico s best weapons when trying to position our country abroad. At 27, Lorena Dromundo is already considered a pioneer among Mexico s female downhill practicioners. She made her first appearance at a competition when she was 12 years old and has never left her bike seat since. Today, Lorena holds the title as a Panamerican Champion and ranks 15 worldwide. Her dream is to climb to the top 5 position. When she is not cycling, she also practices Jet Surf, wakeboard or horseback riding. Lorena loves Mexico, specially when strolling through its astonishing trails. LORENA DROMUNDO On top of being a high performance athlete and speaker, Lorena is a Communications Science graduate from Universidad Anáhuac and an entrepreneur: she now leads a project aiming to create cycling routes and bike parks across Mexico. Current Minister of Tourism of the State of Zacatecas, Eduardo Yarto Aponte has more than 30 years of experience in Tourism, of which the last 20 has specialized in Tourism Congresses, Conventions, Exhibitions, Incentives and Touristic Product Development. As part of its uninterrupted collaboration with industry, Yarto has given more than 100 courses and seminars of meeting tourism throughout the country and other parts in Latin America; he imparts the only course in Meetings Tourism in Mexico that has an international endorsement from an association of the Events Industry Council, and is the author of the books Turismo de Reuniones, Destinos turísticos de reuniones and more than 400 articles in various medias. EDUARDO YARTO In addition to being the creator of the events National Congress of Meetings Tourism, of the Ministry of Tourism, and of the Annual Convention of MPI Chapter Mexico, another highlight is his participation in the creation and positioning of the Incubatour congress, a project that has now established as a brand focused on the generation of products that result in an unforgettable experience for tourists. Under the Incubatour methodology, Eduardo Yarto has imparted the course Creative Minds and has advised more than 150 touristic products in various destinations in the country and Latin America. 16

SPEAKERS Entrepreneur and public accountant from the Escuela Bancaria Comercial, with a CMS certification (Certified Meetings Specialist) and a certification for quality and excellence on customer service. 26 year experience on receptive tourism and the development of national products for the promotion of Mexico globally. Since 1991, she has given lectures specialized on tourism in different countries and forums. ALICIA MEJÍA Since her incorporation to Mexitours with its founder, Jorge Mejía, she has been a key asset to the company, managing to bring in the franchise for Grey Line World Wide from 2002 to 2010, strengthening the growth of the company. From 2014 to 2017 she was the president of CONEXSTUR, achieving the creation at a federal level of the judicial figure of receptive tour operator. From 2015 to 2017 she participated on the board of AFEET and in 2017 she became the director of FIASEET. She is an active member of CONFETUR and has generated strategic alliances for Mexican states all over the world. Currently, she is General Coordinator for the Viajemos Todos por México Movement at the Mexico Tourism Board SECTUR. Prior to this assignment, for more than a decade she was Commercial Director for a magazine group called Editorial Impresiones Aereas, which includes the on-board magazines for Aeromexico. Her experience and knowledge of the market allowed her to have a broad portfolio of institutional customers in several sectors, including government, publicity agencies and media. MARÍA EUGENIA GONZÁLEZ O FARRIL Maru, as she is known in the travel industry, is married and has 3 daughters, and has forged her experience as government representative for the tourism sector both domestically and abroad, bringing private and public efforts together for this crucial sector for Mexico s development. This has provided her a special vision with regard to the implications that the correct coordination of elements that project and construct a brand, like Mexico, for the international tourism market. She was in charge of the North America and Asia representation offices, she coordinated that first Tianguis Turístico with a focus on the business sector, and coordinated the first Eurobolsa in the country. She developed the first private sector promotion orgabisms for beach destinations. Her time at the tourism offices for Italy and New York, from where she coordinated Eastern United States and Canada, allowed her to become an extraordinary touristic ambassador for media and the tourism industry in that region. 17

SPEAKERS Carlos Carsolio is considered as one of the top climbers in history. As a teenager he was known for vertical rock climbing and the opening of new routes. In 1996 he completed the 14 eight-thousanders without oxygen tanks, this is, the 14 tallest mountains of the planet, being the fourth in the world and the first in America to achieve this. Only 5 climbers have opened new solo routes on 8,000-meter mountains, Carlos is one of them. To share the teachings of the mountains he has given over 1,500 conferences speaking about innovation, leadership and teamwork. With the motto the highest mountain is within you, he founded in 1992 the first center of live training in Mexico that has attended over 75,000 participants from over 500 companies. In 1996 he built the biggest climbing wall in Latin America. He retired from climbing in 1998, and since then, he has participated in different activities such as paragliding flying over 200 KM in Brazil and participating on the first edition of the X-Alps. In 2007 he completed the first journey on a country ocean to ocean, paragliding with no engine, crossing Mexico s volcanic axis. CARLOS CARSOLIO As a father of five, he is aware of the importance of education at an early age on issues like conservation en environment. He applies his creativity creating monumental sculptures for public parks. He has created the first experiential sculpture parks in the world. The essence of his art is sculpture is you. As a civil engineer, he has received awards in fields such as ecology, editorial achievement, the National award on sports and the Sportsman of the XX century award. He has produced over 50 documentaries on climbing for European TV and for Mexico. Current Vice-Minister of Planning and Tourism Development of Durango, he has a Bachelor s Degree in Tourism Business Administration from the Autonomous University of Guadalajara, and has a Master s Degree in Public Management applied by the ITESM. RAFAEL SARMIENTO Professional Experience: Managing Director and Founder in Otinapa Sierra Camps Durango, President of the Association of Tour Operators of Durango (DTOUR), Director and member of the CANACO, Consultant Adviser for the environment development in SEMARNAT Durango, served as a Private Secretary of the Director of Tourism of the State of Durango, he was Deputy General Director and Travel Partner Orba in Guadalajara, Jalisco, was General Manager of Villas Mama Chuy in San Juan Cosalá, Jalisco and Manager of La Muca Carolina Restaurant in Guadalajara Jalisco 18

SPEAKERS Ignacio Rivera Rodríguez currently serves as Regional Coordinator of the Center West of FND, he holds a M.Sc in Agricultural and Applied Economics from the University of Wisconsin, USA and a B.A in Agronomy from UdeG, and several studies in topics such as rural development, finance, administration and public policies. IGNACIO RIVERA He has worked as Professor at the UdeG since 1981, and has serve as Undersecretary of Rural Development of SAGARPA (2009-2012). At international level, he performed as Subregional Coordinator for the Food and Agriculture Organization of the United Nations, FAO for Mesoamerica, from 2013 to 2015. Degree in Tourism, graduated from the Higher School of Tourism, IPN. She studied the Master in Destination Management at the Anahuac University. She has 17 years of experience in the areas such as strategic planning, business development, consultancy and project evaluation. She has participated in Technical Advisory and International Cooperation programs in tourism with countries in Latin America. NORMA LÓPEZ She currently provides advice to small and medium businessmen of the tourism sector for business plans; evaluates the feasibility and level of risk of the projects; and participates as a market specialist in Tourism Development Programs for states and municipalities. Salvador Leal holds a bachelor s degree in Economics from the Autonomous Technological Institute of México (ITAM), a master s degree in Public Administration and Public Policy at the Graduate School of Public Administration and Public Policy (EGAP) from the Tecnológico de Monterrey and has studied a Ph.D. in Economics from the National Autonomous University of México (UNAM). SALVADOR LEAL In his professional career of more than 15 years he has worked in the private and public sector, particularly in the financial field in Development Banking within Financiera Rural, a development agency of the Mexican government in charge of the agricultural, rural, forestry and fishing sector, and the National Bank of Foreign Trade, Bancomext. He currently serves as the Chief of Staff of the Mexican Secretary of Tourism and is in charge of attraction of investment and financing of the same ministry. 19

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