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Luévano, Melissa Madero Unite LGBTQ+ Businesses in Puerto Vallarta
Salma Luévano, National Coordinator of the Economía de Inclusión program at Mexico’s Secretariat of Economy, told a packed audience of more than 100 LGBTQ+ local entrepreneurs on Thursday, Aug. 28, 2025, that inclusion is not only a principle but an economic model.
The event, held at Top Sky Bar, was organized by Puerto Vallarta City Councilwoman Melissa Madero, who oversees tourism on the council and has made linking local businesses with national programs a priority.
Her message: the Hecho en México certification, combined with training, financing, and government partnership, can strengthen small and medium-sized businesses (SMEs) and preserve Puerto Vallarta’s role as a hub for LGBTQ+ tourism and commerce.
“Inclusion is not just an ideal. Inclusion is an economic model that is a reality,” Luévano said during her presentation at Top Sky Bar. “The inclusion sector is not only about sexual and gender diversity — it is all sectors. But today I focus on the pink economy, because I am very proud to be a trans woman, and very proud of what this sector represents for Mexico.”
She highlighted global figures estimating the LGBTQ+ economy at $4.6 trillion annually and Mexico’s share at 86 billion dollars.
“Now tell me: where is that money? What is being done with that economic spillover? Where are those public policies? What we need are policies that strengthen entrepreneurship, support financing at lower rates, and expand training opportunities.”
For Councilwoman Madero, the visit was an opportunity to connect federal initiatives with the needs of Puerto Vallarta’s LGBTQ+ entrepreneurs, many of whom work in tourism, hospitality and small-scale manufacturing.
“Puerto Vallarta thrives because of its diversity,” Madero said. “My role is to make sure our local business owners have access to the same programs and opportunities that are being promoted at the national level. That includes Hecho en México, financing options, and training.”
Madero said her office is working to encourage more collaboration between city leaders and LGBTQ+ business groups.
Corridors and Supply Chains
Luévano explained that the Secretariat of Economy is organized into 10 industrial corridors that encompass 22 sectors. Within these sectors, she said, the ministry is working to foster innovation and investment through national supply chains.
“What does the Made in Mexico brand allow us? It allows us to be certified, to enter a national supply,” Luévano said. She added that the certification strengthens local supply chains by ensuring companies source inputs within Mexico. “If you, for example, make towels, and you’re importing cotton, but that cotton is available in Mérida, the certification helps you be part of that catalog of local supply — which lowers costs and strengthens national production.”
She noted that obtaining the certification also unlocks financing at lower rates and discounted services. “Right now, when registering your brand through IMPI, there is a 90 percent discount,” she said, urging businesses to take advantage.
Call to Action for Entrepreneurs
The coordinator encouraged entrepreneurs to work with governments at every level to overcome barriers.
“Don’t be afraid to approach the governments,” she said. “It is important that they approach the governments, that they be part of those catalogs of supply. There are many incentives — municipal, state, and federal — and if they don’t exist, let’s provoke them so they do.”
Luévano also stressed the importance of training for both new and established business owners.
“Training is very important for everyone. Professionalizing entrepreneurs will help you be better every day, not only in your company but locally,” she explained.
She cited recent national forums with more than 1,100 SMEs, calling them spaces for networking and motivation.
“These events are educational, they are networking, they are about creating dreams,” she said. “For those just starting, they are models of success. For those already established, they are motivated to continue growing.”
Concerns Over Capital Flight
Addressing local conditions, Luévano acknowledged concerns that Puerto Vallarta’s tourism income is being redirected to other states such as Los Cabos, Oaxaca, and Yucatán.
“We must recover that added value that Vallarta once had,” she said. “Let us continue to be that capital of diversity, with that strength that you have had for many years. We are going to achieve it by creating synergy with the city council, with the councilwoman, with entrepreneurs, and with community leaders.”
Community Partnerships
During her remarks, Luévano recognized local leaders and organizations. She praised Pedro López, director of the Vallarta Gay+ Community Center, for creating spaces of training and networking, and acknowledged Alfredo Soria, director of Círculo Rojo, for his role in supporting the day’s initiatives.
Madero emphasized that the city’s Distintivo I program already aligns with Luévano’s federal agenda.
“Our city thrives when diversity is supported and promoted,” Madero said. “Federal recognition through the Hecho en México seal can bring additional visibility and credibility to Puerto Vallarta’s LGBTQ+ entrepreneurs.”
Looking Ahead
Luévano closed with an invitation for collaboration.
“Colleagues, I invite you to be part of this strategy today. Beyond a campaign, this is a reality that strengthens us through certification, financing, and training. You can count on me at the federal level to help you in your ventures and to ensure Puerto Vallarta remains a capital of diversity and entrepreneurship.”
She added: “You are not alone. In the Secretariat of Economy, we are that facilitating part. If you face barriers in water, energy, or permits, we can work with mayors and governors so that your business becomes a reality.”
How to Apply for Hecho en México Certification
Step 1: Register your business
Create an account with the Secretariat of Economy’s official platform using your company’s RFC and legal documents.
Step 2: Prepare documentation
Submit proof of production processes showing that at least 60% of the product’s value is generated in Mexico.
Step 3: Submit online application
Upload documentation and fill out the certification request through the government portal.
Step 4: Evaluation process
The Secretariat of Economy reviews the application and may request additional information.
Step 5: Receive certification
Once approved, your company can use the official Hecho en México seal on packaging, marketing, and promotional materials.
Cost: Certification is free for qualifying companies.
More info: www.gob.mx/se
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