The Mexican state of Guerrero named Sergio Salmeron as its new secretary of tourism, replacing Javier Aluni.

Salmeron assumes the position of secretary of tourism with a substantial background in tourism, having founded Guerrero’s college of tourism, and serving as chairman of the board for several tourism and public transportation companies.

He is also vice president the Mexican Marketing Association and the founder and vice president of the Hotel and Tourism enterprises Association of Acapulco (AHETA).

Salmeron’s hotel background is quite extensive, having worked for a range of properties in Acapulco, including Hotel Club de Pesca, the Acapulco Princess Hotel, Hotel La Palapa, Hotel Torreblanca and Hotel Playa Suites.

In addition to working as a tourism and finance consultant, Salmeron also makes frequent radio and television appearances. He holds both undergraduate and graduate degrees in tourism.

In a statement, Guerrero governor Rogelio Ortega Martinez said Salmeron’s appointment reflects efforts on the part of the state to introduce new faces into the public service sector.

Salmeron’s appointment comes at a crucial time for Guerrero, which has been grappling with ongoing unrest in the aftermath of the disappearance of 43 students.

Over the past several years, Guerrero has been hard at work to dispel safety perceptions regarding the state’s top tourism destinations. In 2012, it launched the Sun Triangle initiative, which collectively promotes Acapulco, Ixtapa-Zihuatanejo and Taxco.

For its part, Acapulco is undergoing a major tourism renaissance, thanks to citywide urban renewal and private development investment.

It is also hosting the 40^th annual Tianguis Turistico from March 23 to 26 for the first time since 2011. The destination had hosted the conference for 36 years until it was moved to Puerto Vallarta, Puebla and Cancun, respectively, due to safety concerns.