La Paz Launches Tourism Board and Awareness Campaign

New efforts highlight the city’s safety and natural abundance By: Mindy Poder
Agustin Olachea, President of the newly formed La Paz Tourism Board, speaks at the launch event in La Paz, Mexico. // © 2011 Casey Kaczmarek
Agustin Olachea, President of the newly formed La Paz Tourism Board, speaks at the launch event in La Paz, Mexico. // © 2011 Casey Kaczmarek

La Paz, Mexico, the capital city of Baja California Sur, has recently established its tourism board and launched a comprehensive awareness campaign named La Paz: City of Peace and Abundance on the Sea of Cortez, which highlights the city’s safety and natural beauty as well as approximately $1 billion in economic developments over the next five years. The tourism board is a cooperative venture between the Office of Tourism, Baja California Sur and a consortium of resorts and developments.

Mexican dignitaries and officials, such as Marco Covarrubias, governor of Baja California Sur, joined English-speaking and Spanish-speaking journalists at last month’s official launch event, held at the CostaBaja Resort & Spa golf club in La Paz, Mexico.

Speeches were given by Agustin Olachea, president of La Paz Tourism Board; Esthela Ponce, president of the municipality of La Paz; Jean Penner, vice president of the Sister City Program of Redondo Beach, Calif.; and Gerardo Llanes Alvarez, director and marketing executive of the Mexico Tourism Board.

La Paz’s awareness campaign was later unveiled in the U.S. at a press conference held by sister city, Redondo Beach, Calif., and the La Paz Tourism Board. 
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