Mayor Sylvester Turner and Houston First Corporation launch international trade and marketing initiative in Mexico

HOUSTON, March 10, 2022 /PRNewswire/ — Mayor Sylvester TurnerHouston First Corp. (HFC) and the Greater Houston Partnership are leading an integrated marketing and economic development campaign in Mexico as part of an aggressive strategy to strengthen Houston’s position as the premier city for global commerce, tourism, business travel and leisure from Mexico.

The first annual Houston Week features a multi-city market activation that incorporates diplomatic relations, business development, corporate and travel meetings, social activations and local media interactions before concluding with a “Hola Houston” experiential event that highlights Houston’s vibrant tapestry of culture.

The week-long event series kicks off March 28 – April 1 with stops in Monterrey and Mexico City.

“For many years, Houston has had a special relationship with the people of Mexico. More travelers are arriving in our city from Mexico than any other international market, but the pandemic has hurt tourism,” said Mayor Turner. “Houston is also the main economic link with Mexico, and we cannot stress enough that this mutually beneficial arrangement is a vital boon to our economy. I look forward to working with Houston First Corporation and the entire delegation on this exciting collaboration as we strive to retain and grow our market share in Mexico.”

According to a 2020 Travel Marketing Insights Inc. report, Houston received approximately 3.4 million international travelers, with Mexico representing 70 percent of these visitors. The report also indicates that Mexican visitors contributed US$913 million in total direct expenses while visiting Houston. (source: Travel Markets Insights Inc. July 2020)

“Houston is a city that thrives on collaboration and we harnessed this idea of ​​the power of togetherness to create Houston Week,” said Houston First Corporation President and CEO. Michael Heckman noted. “Houston Week’s goal is to showcase a holistic view of our city and a powerful portfolio of partners who each bring unique strengths, skills, and resources. Activations in Monterrey and Mexico City will also start Houston Premiers marketing campaign integrated into Mexico as part of an overall strategy to drive growth and opportunity for Houston. We are grateful for the support of all of our partners as we bring the flavor of Houston to Mexico.”

As part of the activations, the delegation of HFC and strategic partners will be in contact with the Mexican Secretary of Tourism, Governor Samuel Alejandro Garcia Sepúlveda of Nuevo León, Mayor Donaldo Colosio Riojas of Monterreyas well as business and city leaders to discuss diplomatic and corporate relations between the two regions.

“Houston’s position as the nation’s top export market means that international trade is vital to our regional economy, and Mexico has long been one of our main business partners,” said Bob Harvey, President and CEO, Greater Houston Partnership. In 2021, $21.6 billion of goods and services transported between Houston and Mexico, making the country Houston’s second-largest trading partner. “The business links between our region and Mexico are strong, but this is an opportunity to continue to strengthen these ties in critical sectors such as life sciences, innovation and advanced manufacturing. »

Houston’s hallmark of the week will be its “Hello Houston“evening events, a dynamic sensory and culinary experience curated to excite attendees to all things Houston.

Taking place inside Zanq the March 29 in the Valle Oriente area in San Pedro Garza García in Nuevo León, and later that week March, 31st at the Centro Cultural Estacion Indianilla in Mexico Cityguests will have the opportunity to engage with some of Houston’s most iconic artists, designers, mixologists and performers. James Beard award-winning chefs. This dynamic showcase includes:

Culinary

• Chief Hugo Ortega: Owner and Executive Chef of four of Houston’s finest restaurants including Backstreet Café, URBE and Caracol. He was named Best Chef: Southwest by the prestigious James Beard Foundation.
• Chief Ruben Ortega: Pastry Chef for the H-Town Restaurant Group. His decadent creations at Xochi in Houston earned him a spot as a 2022 Semi-Finalist for Outstanding Pastry Chef by the James Beard Foundation.
• Chief Kiran Verma: Recognized as the “godmother of Indian gastronomy”, Chef Kiran Restaurant is known for serving Indian hospitality with French sophistication and American informality.
• Chief Chris Williams: Winning numerous accolades for his Southern-style cuisine, Chef Chris continues to use influences from around the world to curate his menu at Lucille’s.
• Mixologist Chris Morris is a four-time national finalist in prestigious cocktail competitions and has won numerous regional awards. His creative interpretation of the classic paloma at Chef Nikki Tran Viet Cajun Restaurant Kau Ba is the perfect example of Houston’s mixed culture.

Entertainment

• Demola the violinist: A Lagos native turned Houstonian is an acclaimed artist, songwriter, producer, and violinist who combines Afrobeats, pop, hip-hop, and Reggae into thrilling fusion covers. His performances were featured during State of the City 2021 at Houston and 2021 James Beard Award.

Art + Fashion

• Magpies and peacocks: Located in the heart of Houston, it is the only American non-profit design house dedicated to the collection and sustainable reuse of post-consumer clothing, textile waste and accessories diverted from landfills.
• David Maldonado: Recognized as @capdavjon on Instagram, David is a Houston-based multidisciplinary artist who celebrates the vibrant stories of his community through public art. His eye-catching pieces can be seen in neighborhoods and tall buildings across the city.
  

About Houston First Corporation
houston first is the official destination management agency of the City of Houston. Besides, houston first owns the Hilton Americas-Houston hotel, manages the George R. Brown Convention Center as well as 10 city-owned properties, and developed the Avenida Houston entertainment district. Learn more at HoustonFirst.com and VisitHouston.com.

About the Greater Houston Partnership
The Greater Houston Partnership strives to make Houston one of the best places to live, work and start a business. As the region’s economic development organization, the Partnership champions growth in 12 counties by bringing together business leaders and civic-minded business leaders who are dedicated to the region’s long-term success. Representing over 900 member organizations and around a fifth of the region’s workforce, the Partnership is where businesses come together to make an impact. Learn more at Houston.org

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