Nuevo Leon to Lead Tourism Sustainability Efforts

Maricarmen Martínez, Minister of Tourism, Nuevo Leon, was reaffirmed as head of the Sustainability Commission during the 61st Ordinary Assembly of the Union of Tourism Secretaries of Mexico (ASETUR), held in Ensenada, Baja California.

In her role, Martínez will coordinate national initiatives aimed at advancing sustainable tourism policies. Her responsibilities include promoting adherence to the Glasgow Declaration on Climate Action in Tourism and encouraging ESG best practices across Mexico’s tourism sector.

During the assembly, ASETUR unveiled its updated Priority Agenda, which is structured around five strategic pillars: Competitiveness, Promotion, Sustainability, Connectivity, and Tourist Protection. The organization also introduced a new institutional logo, intended to reflect a more modern and cohesive identity aligned with its current objectives.

The event gathered representatives from both the national and international tourism sectors, who exchanged strategies to enhance destination competitiveness, promotion, and innovation across the country. As Mexico prepares for the FIFA World Cup in 2026, Nuevo Leon aims to strengthen public policies that position the country as a leader in sustainable tourism.