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Francisco Madrid Francisco Madrid received his Ph.D. in tourism from the Antonio de Nebrija University in Madrid. He belongs to the Mexican National System of Researchers. Throughout 23 years, he held various positions in the Secretary of Tourism of Mexico, among which stand out those of Undersecretary of Planning and Undersecretary of Operations. He served as Regional Representative for the Americas of the World Tourism Organization (UNWTO) for two years. Francisco has given more than 350 conference talks in more than 20 countries. A consultant for international agencies, he has published some 30 academic publications, including four books. Associate Editor of the second edition of the Encyclopedia of Tourism, he was distinguished with the 2015 Tourism Leadership Award granted by the National Tourism Business Council to recognize his leadership. In 2012, he was presented with the National Award for Tourism Education. Presently he heads the Center for Research and Tourist Competitiveness at Anahuac University, Mexico. He has a radio show and writes a column in a national newspaper.

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