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F1 Driver Sergio "Checo" Perez, Ambassador Of Jalisco

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Sergio Perez to be ambassador to promote Jalisco

In order to promote the state of Jalisco as a tourist destination nationally and internationally, the Ministry of Tourism (Secturjal) and the Tourism Trust of the Guadalajara Metropolitan Area presented the driver Sergio "Checo" Pérez as ambassador of Jalisco in Mexico and the world during the 2022 Formula 1 season. Thanks to this agreement, the F1 driver from Guadalajara will position in the global tourism market the "Jalisco is Mexico" brand, owned by Secturjal, as well as the destination brands of Guadalajara, Puerto Vallarta and Costalegre, which will be printed on the official competition helmet during the 23 Grand Prix of the season. This means that the state will be exposed to an average audience of 87.4 million people per Grand Prix, or around 2 billion people worldwide during 2022. "Checo's solid career has helped to broaden the interest in Mexico for him and for Formula 1.

Checo has put Mexico back on the podium, not just once but 15 times, something that hasn't happened since 1970. In recent years, searches in Mexico for Formula 1 on the Internet have increased exponentially, according to figures from Google Analytics, and attendance figures at the Grand Prix in Mexico City have also grown significantly," said Jalisco's Secretary of Tourism, Vanessa Perez Lamas. She added: "This strategic alliance represents a very valuable opportunity for the promotion and positioning of our destinations and our tourism brands: Jalisco is Mexico, Guadalajara, Puerto Vallarta, Costalegre and the Magical Towns. It is a unique opportunity for our tourist destinations to be present in the 2022 Formula 1 season. Xavier Orendáin de Obeso, General Coordinator of Economic Growth and Development, highlighted the importance of this alliance for the state's economic progress.

"This agreement points to the route of growth and marks the route for Jalisco to resume the internationalization agenda that we are promoting together in the productive, social and governmental sectors. It is very simple, when everyone slows down, Jalisco accelerates, we hope this agreement will be reflected in opportunities for the people of Jalisco, in more jobs, in more tourism, in more growth and development," he said. The agreement also includes promotional campaigns for the state's tourist destinations, including the Magical Towns and iconic sites of Jalisco, as well as mentions on social networks and website. It is important to note that in 2020, Formula 1 was broadcast in 180 countries with a total television audience of 1.5 billion viewers, up from 1.9 billion in 2019. In addition, in the digital sphere, F1 became one of the fastest growing competitions on the planet.

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