On March 10 of 2010, President Felipe Calderon appointed Gloria as the Secretary of Tourism, a cabinet position that leads a sector that contributes to 9% of Mexico's GDP and employs 2.5 million people directly and 5 million indirectly according to INEGI.
Mexico is one of the top 10 destinations in the world in terms of international arrivals according to United Nations World Tourism Organization.
Two weeks after her appointment, she was also given the responsibility of overseeing the Mexico Tourism Board including the strategy to promote and position the country during difficult times.

Under her leadership in this important Secretariat, the National Agreement for Tourism was created and signed in 2011.
The agreement was an unprecedented initiative with a key strategic plan for the country that aligned the entire sector and the Mexican Federal Government; all Governors of the Mexican states; Congress; Senate; Unions; Academia; and representatives from the Private Sector, including associations and chambers.
 This national agreement created the foundation in tourism that Mexico needed for the strong growth, and has been used as a model for other countries and as an example by United Nations World Tourism Organization.

During her time at Government, Mexico faced the accumulated impact of the worst financial and economic crises, in addition to H1N1 flu outbreak and the challenges in security, creating the most difficult and challenging environment in recent history.

Under her leadership, Mexico was able to turn around the situation from a loss of millions of international and domestic tourists to a growth path that broke new records with the highest numbers in 2011 and 2012 with more than 200 million travelers domestic and international.

Mexico grew the international arrivals from 148 nations from around the world and implemented a diversification strategy by launching other segments that promoted also Adventure, Luxury, Youth, Religious and Cultural Tourism like the promotion of the Maya Routes, Maya World and Maya calendar.

Guevara was responsible to improve and re-launch the program Pueblos Mágicos to promote Mexica culture, local traditions and folklore with domestic visitors.
She also created the Mundo Maya, Maya Routes, with the opportunity of the end of Maya calendar on Dec 21, 2012 or 12-21-12.
To diversify the product offering and increase the cultural visitors domestic and international.
This created momentum and benefited not only Mexico but the other 4 countries included (Salvador, Guatemala, Belize and Honduras).

Mexico hosted very important events for the Industry such as World Tourism Travel Council first Regional Summit in Riviera Maya, T20 in Merida with all the leaders of Tourism, UNWTO Executive Council in Campeche, and the First Cultural Tourism Travel Fair.
On March 10 of 2010, President Felipe Calderon appointed Gloria as the Secretary of Tourism, a cabinet position that leads a sector that contributes to 9% of Mexico's GDP and employs 2.5 million people directly and 5 million indirectly according to INEGI. Mexico is one of the top 10 destinations in the world in terms of international arrivals according to United Nations World Tourism Organization. Two weeks after her appointment, she was also given the responsibility of overseeing the Mexico Tourism Board including the strategy to promote and position the country during difficult times.
Under her leadership in this important Secretariat, the National Agreement for Tourism was created and signed in 2011. The agreement was an unprecedented initiative with a key strategic plan for the country that aligned the entire sector and the Mexican Federal Government; all Governors of the Mexican states; Congress; Senate; Unions; Academia; and representatives from the Private Sector, including associations and chambers.  This national agreement created the foundation in tourism that Mexico needed for the strong growth, and has been used as a model for other countries and as an example by United Nations World Tourism Organization.
During her time at Government, Mexico faced the accumulated impact of the worst financial and economic crises, in addition to H1N1 flu outbreak and the challenges in security, creating the most difficult and challenging environment in recent history.
Under her leadership, Mexico was able to turn around the situation from a loss of millions of international and domestic tourists to a growth path that broke new records with the highest numbers in 2011 and 2012 with more than 200 million travelers domestic and international.
Mexico grew the international arrivals from 148 nations from around the world and implemented a diversification strategy by launching other segments that promoted also Adventure, Luxury, Youth, Religious and Cultural Tourism like the promotion of the Maya Routes, Maya World and Maya calendar.
Guevara was responsible to improve and re-launch the program Pueblos Mágicos to promote Mexica culture, local traditions and folklore with domestic visitors. She also created the Mundo Maya, Maya Routes, with the opportunity of the end of Maya calendar on Dec 21, 2012 or 12-21-12. To diversify the product offering and increase the cultural visitors domestic and international. This created momentum and benefited not only Mexico but the other 4 countries included (Salvador, Guatemala, Belize and Honduras).
Mexico hosted very important events for the Industry such as World Tourism Travel Council first Regional Summit in Riviera Maya, T20 in Merida with all the leaders of Tourism, UNWTO Executive Council in Campeche, and the First Cultural Tourism Travel Fair.
Gloria Guevara