● Bachelor's Degree in Communication Sciences with a major in Public Relations and International Protocol
● Master's Degree in Tourism Neuromarketing from the University of Granada, Spain.
● Master's Degree in Business Innovation, Services and Experiences from Icon University.
Expertise in Experiential and Content Marketing at the University of Barcelona. Lupita has more than 20 years of experience in tourism, both in the public and private sectors, which has allowed her to be a respected professional in the industry. She was Director of Tourism of the City of Leon, Guanajuato, MX and the first woman to hold the position of Secretary of Economy of this same city. She was General Director of the State Fair of Leon, the largest Family Fair in Mexico, with 27 days of duration and 6 million visitors. She has 4 international certifications as a specialist in events and tourism, which has allowed her to become an International Certifier. She is also a National and International Speaker at various forums in the business and academic sectors, on topics such as Tourism, Event Management, Neuromarketing, Experiential Marketing, Citymarketing, Innovation and Leadership. She was Undersecretary of Tourism Promotion in the Ministry of Tourism of the State of Guanajuato from 2022 to 2024, where she had the opportunity to consolidate the promotion of the State of Guanajuato as one of the main tourist destinations in the country. Currently, she was appointed Secretary of Tourism and Identity by Governor-elect Libia Denisse García Muñoz Ledo in the first cabinet of the State of Guanajuato for the 2024-2030 administration.