The vice president of the Principality of Asturias and Minister for Presidency, Demographic Challenge, Equality and Tourism, Gimena Llamedo, will travel to Mexico from 16 to 19 November to lead the tourism promotion of 'green Spain', a brand that encompasses the regions of Asturias, Galicia, Cantabria, and the Basque Country.
Llamedo will represent these four communities at the Norte Diem meeting, scheduled for 19 November at the JW Marriott hotel in San Pedro Garza García, part of the metropolitan area of Monterrey. This event will bring together professionals from the sector, travel agencies, tour operators, media representatives, and influencers from Mexico.
The primary aim is to strengthen the positioning of northern Spain in the Mexican market and to showcase a joint tourism offering centred on nature, gastronomy, culture, heritage, and experiences linked to the identity of the regions.
This initiative is part of an international promotion strategy developed by green Spain under Asturias' coordination, aimed at diversifying source markets, attracting visitors year-round, and fostering a quality, sustainable tourism model that respects the identity of the destinations.
Asturias assumed the presidency and coordination of this initiative in January, with the goal of enhancing collaboration among the four regions and advancing their positioning as an international tourist destination. The Monterrey meeting is one of the actions within this strategy and reflects green Spain's interest in consolidating its presence in Mexico, a market with significant historical and cultural ties to Spain, and potential to attract travellers interested in gastronomy, heritage, nature, and authentic experiences.
Llamedo's institutional agenda will also include a visit to the Asturian Centre of Mexico on 16 November in the capital, where she will meet with the board of directors. Founded in 1918, the Asturian Centre of Mexico is one of the historical entities representing the Asturian community abroad and plays a key role in preserving and promoting the traditions and culture of Asturias.
