Lourdes Berho
Lourdes Berho has stepped down as CEO of the Mexico Tourism
Board after less than a year in the position to return to the private sector,
according to a statement from Sectur, Mexico's tourism ministry.
Tourism secretary Enrique de la Madrid named Hector Flores
Santana as her replacement, effective May 1. Flores has held various executive
positions with Sectur.
Berho is the founder of Alchemia, a marketing communications
company focused on travel and tourism, innovation and sustainability. From 2004
to 2008, she was CEO of Conde Nast for Mexico and Latin America.
De la Madrid thanked Berho for her efforts to streamline the
country's tourism-promotion efforts, citing high-profile events such as last
month's Tianguis Turistico expo in Acapulco and the National Football League's return to Mexico City
last fall.