PROGRAM 2019

Theme 2019: Natural Protected

Areas as Tourism Detonators

In March 2018, the CONANP ( Protected Natural Areas

National Commission) published a study titled:
“Sustainable Tourism Strategic Framework in
Protected Natural Areas” and through which seeks to
put into value not only the 90 million hectares of 
protected natural areas which Mexico has, but also
consolidate a mechanism to be able to communicate
the real ecosystemic value these places represent for
our planet and our own survival. 

According to SEMARNAT´s ( the Environment and

Natural Resources Secretary) website one can read
the following, “As we visit the Protected Natural Areas
(PNA) that exist throughout our country, we contribute
to the protection and conservation of biodiversity as
well as helping to generate economic resources for the
local communities whose protection of those natural
areas means an important revenue source.” 

Furthermore, the CONANP estimates that around 5.5

millions of tourists visit the country's PNAs yearly,
generating an economic impact directly related to
tourism services of around $3,000 million Mexican
Pesos every year.” 

This year, ATMEX wants to showcase several success

stories, both national and international on how to
better take advantage of these natural protected areas,
and open a forum to define  best practices,
management criteria, product development and
operations and marketing for the tourism product
already available or new ones to be developed in the
natural protected areas and national parks around
Mexico.

 WELCOMEATMEX2019
Antonio del Rosal Stanford
GENERAL DIRECTOR AT
EXPEriencias Genuinas & ATMEX
www.atmex.org
This year has been marked by a profound transition in our country, with a deep
impact on the tourism industry; particularly concerning the government’s role in
tourism promotion.
At the same time, the global tourism industry continues to grow. More people are
visiting more places, and the guests´ appetite is more oriented towards experiences
outside “resorts”, which offer a deeper immersion in each place, its nature and its
culture.
At ATMEX we view this crossroads as an extraordinary opportunity to continue
strengthening the development of emerging destinations and achieve greater
relevance in the wider promotion strategy for the country.
Throughout our 7 year history, ATMEX´s purpose has remained constant: To
strengthen and professionalize the adventure and nature-based tourism industry in
Mexico. We wish to ensure that this growth is done in a way that is respectful of
nature and the communities that reside in destinations that we promote. Despite the
success which we may have achieved over the years, we still have a very long way
to go. We need to make sure that Adventure and Nature-based tourism approaches
the international “average” described by the UNWTO, who claims that one out of
every four travelers can be considered an adventure traveler. This would mean that
Mexico could increase its visitation by over ten million international visitors to reach
this average. In our view, there is no other market segment that can provide this
volume of growth.
Nevertheless, growth is not everything. At ATMEX we seek to share knowledge
leveraging experts and well-documented success stories to ensure that this growth
(and the resulting economic development) is done in harmony with each place, in a
way that permits a true recovery and regeneration of our natural and cultural capital.
We see to rescue our sense of identity and to forward the sense of pride of being
Mexican in each corner of our country and the world.
We are convinced that our industry is the most viable vehicle to eradicate poverty,
as we know that there is a close correlation between the destinations with the
greatest degree of poverty and those which have the highest potential to become
adventure travel hubs.
This year, we will explore a fundamental theme: Natural Protected Areas as a key
ingredient of our tourism offering. We expect that we will look back on this event a
couple of years down the road and that we can identify ATMEX as a tipping point in
terms of value generation for this fundamentally important national capital and
heritage.
We wish our delegates an extremely productive ATMEX, with powerful learning,
camaraderie, fun, and that you enjoy the incredible backdrop provided by the
Magical Town of Valle de Bravo.
 PROGRAMATMEX2019
19 - 22 OCTOBER
Adventure FAM trips offered by:

Place: Chiapas, Estado de México, Tamaulipas, Ciudad de México, Guanajuato, Baja

22 OCTOBER California Sur.

17:00 - 20:00 Register

Place: Tienda CASART en el Centro Regional de Cultura

23 OCTOBER
07:00 – 10:00 Register

Place: Tienda CASART en el Centro Regional de Cultura

One Day Adventures

08:00 – 16:00
Place: Departure from Alameda del Bicentenario (PLEASE CHECK YOUR TOUR
NUMBER WITH THE TOUR CONFIRMED TO YOU)

https://atmex.org/dia-de-aventura/

18:00 – 21:00 Inauguration, Welcome Cocktail and Gastronomic tour

offered by Valle de Bravo.

Place: Velaria, Alameda del Bicentenario

OUR HOST

Mtro. en A.P .Mauricio Osorio Domínguez

Municipal President Valle de Bravo

SPECIAL GUESTS

Lic. Miguel Torruco Marqués

Lic. Alfredo del Mazo Maza

Secretary of Tourism, Mexico Governor of the State of

Mexico

Aurora González Ledezma

Lic. Luis Miguel Pando

Secretary of Tourism State of General Director CCE

Mexico

www.atmex.org
 PROGRAMATMEX2019
24 OCTOBER
9:00 - 09:15 Welcome and ATMEX theme by

Mtro. Antonio del Rosal Stanford

Place: Velaria, Alameda del Bicentenario

Simultaneous translation available

9:15 - 10:00 Kickoff and Experts Panel:

Natural protected areas as detonators for

tourism and conservation
Speaker: Norman Rodea, UMA

Trails that save forests. Adventure

Tourism as a conservation strategy for
local ecosystems and sustainable
development
Speaker: Sandro Cusi, Procuenca

Tourism in Natural Protected Areas in

Mexico

Speaker: Gloria Tavera Alonso

Place: Velaria, Alameda del Bicentenario

Simultaneous translation available

10:00 - 10:45 Keynote Conference

Can Tourism Fulfill Its Regenerative Potential?
Speaker: Ana Pollock, Conscious Travel

Place: Velaria, Alameda del Bicentenario

Simultaneous translation available

11:30 - 14:30 MARKETPLACE (3HRS)

For buyers, media and suppliers with confirmed

meetings and/or Marketplace table.

Place: El Santuario

www.atmex.org
 PROGRAMATMEX2019
24 October
11:30 - 14:30 WORKSHOPS AND CONFERENCES

Inclusive Adventure Tourism

Speaker: Lucy Peralta, Campamento Tlachtli

Place: Auditorio Centro Regional de Cultura

Simultaneous translation available

11:30 - 12:30
Paragliding: Tourism of the future
Speaker: Miguel Gutiérrez, Alas del Hombre

Place: Carpa Centro Regional de Cultura

No Simultaneous translation available

Workshop on regenerative tourism

Speaker: Alexa Pauls, UMA

Place: Auditorio, Centro Regional de Cultura

Simultaneous translation available

12:30 - 13:30
Regulations and solutions on Insurance
Policies
Speaker: Gerardo Camarena

Place: Carpa, Centro Regional de Cultura

No Simultaneous translation available

Sustainable tourism as an engine for

environment regeneration and cultural rescue
Speaker: Mayra Jimenez, UMA

Place: Auditorio Centro Regional de Cultura

Simultaneous translation available

13:30 - 14:30
Mexico requires more UNIQUE experiences!
Regenerative, inclusive, innovative and
profitable.
Speakers: Carlos Zarazúa, FUNDEMEX, Gabriel
Chávez, INAES

Place: Carpa Centro Regional de Cultura

No Simultaneous translation available

14:30 - 15:30 LUNCH

www.atmex.org
 PROGRAMATMEX2019
24 OCTOBER
15:30 - 18:30 MARKETPLACE (3HRS)

For buyers, media and suppliers with confirmed

meetings and/or Marketplace table.

Place: El Santuario

15:30 - 18:30 WORKSHOPS AND CONFERENCES

Trails that save forests. Adventure Tourism as

a conservation strategy for local ecosystems
and sustainable development.
Speaker: Sandro Cusi, Procuenca

Place: Auditorio, Centro Regional de Cultura

Simultaneous translation available

15:30 - 16:30

Sports role in sustainable development of

Natural Protected Areas.
Speaker: José Luis Sosa Limón, COMETUD

Place: Carpa Centro Cultural

No Simultaneous translation available

Tourism and flavours for community

development.
Speaker: Héctor Gerardo Ibarra, Ruta Origen

Place: Auditorio, Centro Regional de Cultura

Simultaneous translation available

Patios, Balconies and Corners in Valle de

16:30 - 17:30 Bravo Awards
Speakers: Dirección de Turismo de Valle de
Bravo y Comité de Pueblo Mágico, Valle de
Bravo

Place: Carpa Centro Regional de Cultura

No Simultaneous translation available

Circular economy models for tourism projects

Speaker: Rodrigo Trujillo Rojo, UMA

17:30 - 18:30 Place: Auditorio, Centro Regional de Cultura

Simultaneous translation available

18:50 - 20:00 Happy Hour

Place: Marina 33

20:00 - Free night to explore Valle de Bravo

www.atmex.org
 PROGRAMATMEX2019

25 OCTOBER
09:00 - 09:45 Keynote Conference

Destination management challenges and adventure travel distribution trends.

Speaker: Mauricio Carbó Lisbona, Sports Tourism Consulting

Place: Velaria, Alameda del Bicentenario

Simultaneous translation available

09:45 - 10:30 Keynote Conference

Route of the Parks: the Patagonia Chilena vision for conservation.
Speaker: Marcela Quiroz - Tompkins Conservation

Place: Velaria, Alameda del Bicentenario

Simultaneous translation available

10:30 - 11:15 Keynote Conference

Surf Simply: How To Build A Small Giant.
Speaker: Ru Hill, Surf Simply

Place: Velaria, Alameda del Bicentenario

Simultaneous translation available

11:15 - 11:45 Coffee Break – Networking

Place: Centro Regional de Cultura

11:45 - 14:00 CONCURRENT SESSIONS

Panel: Gender and Leadership in Adventure Travel

Speaker: Jennine Cohen (Women Travel Leaders), Angelina Martínez (Expediciones Sierra Norte),
Rebeca Yáñez (Dopamina), Norie Quintos (National Geographic).

Place: Auditorio, Centro Regional de Cultura

11:45 - 12:30 Simultaneous translation available

Ultralight travel: be free

Speaker: Federico Llamas, Founder UMA

Place: Carpa, Centro Regional de Cultura

No Simultaneous translation available

New Adventures: How Today’s Natural and Cultural Trends Are Changing the Way Women
(and Men) Travel
Speaker: Norie Quintos, Editor at large, National Geographic
Place: Auditorio, Centro Regional de Cultura

12:30 - 13:15 Simultaneous translation available

Success Stories
Speaker: Juan José Ramírez Lerma, CONANP 

Place: Carpa, Centro Regional de Cultura
No Simultaneous translation available

www.atmex.org
 PROGRAMATMEX2019

25 OCTOBER
11:45 - 14:00 CONCURRENT SESSIONS

Natural Protected Areas and Tourism, an option for Sustainable Development

Speaker: Roberto de la Maza, UMA

Place: Auditorio, Centro Regional de Cultura

Simultaneous translation available

13:15 - 14:00
Traveling in 2020: Challenges and wonders of communicating the world through the Internet.
Speaker: Viviana Cohen, Travesías

Place: Carpa, Centro Regional de Cultura

No Simultaneous translation available

14:00 - 16:00 Closure Ceremony and Lunch sponsored by Baja California Sur

Place: Restaurante La Batucada

16:00 - 17:00 Networking Soirée sponsored by Baja California Sur

Place: Restaurante La Batucada

www.atmex.org
 SPEAKERSATMEX2019

Anna Pollock Marcela Quiroz Maurici Carbó

Founder of Conscious.Travel, with 45 Director of Development at Director of Smart Destinations y
years of experience in tourism as an Tompkins Conservation Chile Sports Tourism Consulting. He is a
independent consultant, strategist, and member of the Route of the part of the team of educators at the
international speaker and change agent. Parks in the Chilean Patagonia. UNWTO Academy.

NORMAN RODEA RU HILL SANDRO CUSI

Developer for several projects on bio- Professional surfer and founder General Director at Procuenca, an
cultural tourism for rural communities of Surf Simply. environmental NGO dedicated to
and private sector in Mexico and South preserve and protect the Valle de
America. Bravo.

JeNnine Cohen Norie Quintos Angelina Martínez

Luxury and adventure travel Consultant for the travel industry on General Coordinator of

expert, speaker and coach. communications strategy, media Expediciones Sierra Norte
relations, custom content, and
messaging

Find the speakers bio www.atmex.org/

www.atmex.org
 SPEAKERSATMEX2019
Alexa Pauls
Director of the Academic Area of
Sustainable Tourism at the University
of the Environment (UMA).
HÉCTOR GERARDO IBARRA
Co-founder and Strategic Director of
Ruta Origen, a Mexican social company
dedicated to community development
through sustainable tourism.
LUCY PERALTA
Coordinator of operations at
Tlachtli Organization
Find the speakers bio www.atmex.org/
www.atmex.org
FEDERICO LLAMAS VIDALES
Founding Partner and General Director
of the University of the Environment
(UMA).
JOSÉ LUIS SOSA LIMÓN
President of COMETUD. He has 20
years of experience developing the
segment of sports tourism.
MIGUEL GUTIERREZ
Founder and owner of ALAS
DEL HOMBRE, First Hang travel company specialized in Adventures
Gliding & Paragliding school in
Mexico since 1978
GABRIEL CHÁVEZ
Director for sustainable
productive inclusion at INAES
Juan José ramírez Lerma
Biologist and Master in Environmental
Sciences. He collaborates with the
General Direction of Institutional
Development at CONANP.
Rebeca Yáñez Manrique
General Director at Dopamina.travel, a
in Mexico and the World
 SPEAKERSATMEX2019

Roberto de la Maza RODRIGO TRUJILLO ROJO GERARDO CAMARENA

Director of Environmental Policy for Has worked for 10 years leading Director at CPA Seguros. Expert
Asesores Integrales, S.C., and is a environmental and development projects on customer experience and
member of the Network of Legal in vulnerable communities in Mexico.   insurances.
Experts on Climate Change.

Gloria Tavera Alonso Mayra Jimenez Carlos Zarazúa

Regional Director for CONANP Environmentalist, political scientist, General Director FUNDEMEX
member of Organi-k A.C and director of
Manos a la Tierra. Expert on project
development on socio-environmental and
community projects.

Viviana Cohen ANTONIO DEL ROSAL Stanford

Web Editor Revista Travesías General Director of Experiencias
Genuinas and ATMEX

MC at ATMEX

Find the speakers bio www.atmex.org/

www.atmex.org
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2 Hotel Villas Paraíso
3 Hotel Valle Dorado
4 Hotel Tierras Blancas
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5 Hotel Casa Chichipicas blo
6 Hotel Mesón de Leyendas

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Hotel La Hostería del Pueblo
Hotel Real del Valle
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10 Hotel Las Orquideas
11 Hotel Las Bugambilias

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12 Hotel Valle Bonito Tierras
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13 Hotel Batucada

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14 Hotel Mubu
15 Hotel Casa Rodavento
16 Hotel Araucaria 16 de
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19 Hotel Misión Grand Valle de Bravo íaz
20 Hotel Suites en la Montaña
21 Hotel Posada Real del Bosque Independ
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22 Hotel Avándaro
23 Hotel Las Caballerizas
24 Hotel Rodavento
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4 Hotel Santuario Resort
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 STRATEGICALLIESATMEX2019

www.atmex.org
 TEAMATMEX2019

Rebeca Yáñez Antonio del Rosal Stanford Elena del Palacio

Director ATMEX General Director Experiencias Genuinas and ATMEX Communication & Speakers

DIANA GONZALEZ Jaime Campos Victor Suárez, “COCO”

Sales and Sponsorships WEB Production

Adriana de la o Oscar Navarro HASSEN SALUM

Graphic Design & Social Media Logistics Storytelling

Alan Arechar RUBEN ENCALADA

Finances Operation

www.atmex.org
 www.hotelmubu.com

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www.elsantuario.com
 ¡Thank you
for joining us!