Former MTB CEO to Head Brand USA in Mexico

After a long bidding process and previous unsuccessful attempts, Brand USA has finally named Mexico City-based Alchemia as its international representation firm for Mexico.

Founder and president, Lourdes Berho, was named Regional Director Mexico for the brand.

Berho, formerly the CEO of the Mexico Tourism Board, brings with her 25 years’ experience in the sector, as well as close ties with her former employer and the Secretary of Tourism, which was a deciding factor in Brand USA’s decision.

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“We’re seeking to better engage with the top entities in Mexico’s tourism industry so we can work together on a joint promotional and marketing plan,” said Berho. “The idea is to determine the best approach to utilizing the investment, then evaluating the results in order to increase the number of Mexican visitors to the U.S.”

The company will be responsible for helping to build and maintain top-of-mind awareness of the USA as a premier travel destination through a variety of strategic marketing, advertising and PR initiatives.

These strategies have yet to be laid out as Alchemia is still in the process of defining its objectives for the Mexican market, though their main focus will be promoting all the tourist hotspots and attractions of its neighbor to the North, as well as lesser-known destinations.

Mexico is the United States’ second-largest inbound tourism market, accounting for 18.4 million visits in 2015, although experts predict a drop of up to 7 percent in the number of Mexican visitors during 2018, which could represent a $1.6 billion loss in direct economic spending.

READ MORE: Former Mexico Tourism CEO to Head WTTC

Brand USA is a destination marketing organization for the United States with the mission of fueling the nation’s economy by inspiring the world to visit the USA.

Alchemia is comprised of an experienced group of marketing communications specialists focused on travel and tourism, innovation and sustainability, with areas of expertise in PR, sales, marketing and custom publishing.