Lourdes Berho


President of Alchemia Communications Group

She is a businesswoman, activist, wife and mother of four with experience in the public and private sectors.

Graduated with a double degree in Business Administration and Advertising from Pepperdine University in Malibu, California, and postgraduate studies in Finance, Digital Marketing and Sustainability, Lourdes Berho has been a leader of change and evolution in prominent global companies for more than 25 years.

His professional career focuses on senior management, business plan development, media, marketing communications, tourism, luxury, sustainability and international NGOs.

Today she is President and General Director of Alchemia Communications Group, an integrated marketing agency that she founded in 2011, and a member of the Tourism Diplomacy Council, a body recently installed by SECTUR and SRE where she chairs the Communication Commission for Tourism Products and Segments.

Since 2018, she is also Regional Director of Brand USA in Mexico and Latin America. In 2016, she was appointed General Director of the Council for Tourism Promotion of Mexico (CPTM) by the President of the Republic and the then Secretary of Tourism Enrique de la Madrid, a position in which she served until April 2017.

He previously held management positions as Vice President of Premium Marketing for Citibanamex; General Director of Condé Nast Mexico and Latin America for more than 5 years and positioning it as the most important luxury publishing group in the region; and General Director for Mexico and Latin America of Publicitas Promotion Network and Custom Marketing Group for 14 years, where she positioned internationally prestigious communication brands. Prior to her return to Mexico, Lourdes directed the Public Relations and International Advertising campaigns of the then SECTUR and FONATUR from her role as account manager at Hill & Knowlton in Los Angeles, California.

Last year, Lourdes Berho was chosen to participate in the HOPE (Hispanas Organized for Political Equality) Fellowship program that empowers Latina leaders in Mexico and the United States.

Recently, the rector of the Universidad Anáhuac México appointed her a member of the Advisory Council of the Faculty of Tourism and Gastronomy of said institution, which is made up of personalities who stand out for their trajectory and influence in the sector.

She is frequently invited as a speaker at international forums and events on tourism, marketing, sustainability, entrepreneurship, and female empowerment. She is also an activist in social causes and pro-women: she is an active member of the Advisory Board of the Women's Forum for the Economy & Society, as well as a co-founder and member of the council of Casa Hogar Alegría IAP, and a member of the Advisory Board of Conservation International.

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The Organization Committee