As the former Regional Director of Tourism for Europe and Emerging Markets for the Mexico Ministry of Tourism for 12 years, Manuel successfully rebranded Mexico not only as a beach destination but a country rich in culture, gastronomy, art and design.
It was important to Manuel to ensure that while showcasing contemporary Mexico to new audiences, he never lost sight of the importance of the past and traditions. Due to these creative marketing strategies, the UK became the third most important market for Mexico after the USA and Canada and the most important market in Europe.
One of Manuel’s significant achievements was the creation of Mexico Chic, a guide to Mexico’s most luxurious and alluring hotels. From this first book, The Chic Collection was born, which encompasses over 40 international titles.
In 2016, for his many years of service abroad contributing to the increase of visitors and awareness of Mexico, Manuel and 110PERCEB Ltd. was awarded the prestigious XXVII Premio a la Excelencia Turistica “Miguel Aleman Valdes” given yearly by La Fundacion Miguel Aleman, A. C. based in Mexico.