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EXPERIENCE & LIDERSHIP
Building brands, teams, and destinations that move people and industries.
With nearly two decades of experience leading tourism, marketing, and destination-development initiatives across North America, Latin America, and Europe, I specialize in turning strategic vision into measurable results.
My work has spanned city governments, national programs, private-sector startups, and non-profit DMOs — always focused on aligning creativity, data, and collaboration to drive cultural and economic impact.
CURRENT ROLE:
EXECUTIVE DIRECTOR, TOURISM NEW WESTMINSTER
2023 – Present
Lead destination marketing, brand development, and partnerships for one of British Columbia’s most diverse and creative cities.
• Designed and led award-winning campaigns including The Search for Phillip, transforming a $10 000 investment into over $1 million in earned media value across Canada, the US, Mexico, and Europe.
• Launched the New West Experience (NWX) innovation program to accelerate tourism entrepreneurship and experiential growth.
• Manage cross-sector partnerships with Destination BC, TIABC, CINEVENTURE, and the City of New Westminster, aligning local strategy with provincial priorities.
• Provide leadership on the boards of BCDMOA and Latincouver, advancing destination collaboration across the province.
“Gerardo’s leadership, creativity, and vision have had a profound and lasting impact on our community — positioning New Westminster as a source of civic pride and international attention.”
— Travis Johnson, President, Tourism New Westminster
Strategic Entrepreneurship & Global Consulting
GeSTUR CONSULTANCY
Founder & President (past CEO)
2008 – Present
Founded an international consulting firm specialized in destination strategy, marketing, and training.
Collaborated on projects with budgets exceeding $25 million CAD, overseeing strategic allocation and measurable impact.
Guided public and private clients across Canada, Mexico, and Europe toward sustainable visitor-growth models.
ROTAMUNDOS HOTELS
Co-Founder + COO
2020 – 2022
Scaled from 0 to 250 hotels across 3 countries within 12 months.
Recognized globally by UNWTO and Forbes for innovation and social impact.
Built a tech-enabled platform connecting rural destinations, and family owned hotels to global audiences.
STRATEGIC ADVISOR & SPEAKER
Strategic Advisor & Speaker
Deliver executive workshops on destination branding, storytelling, and AI-driven marketing.
Speak at marketing, innovation, tourism, hospitality and planning forums, bringing fresh ideas to the conversation.
Mentor emerging leaders in tourism innovation and creative strategy across North America and Latin America.
“Your work has played a visible role in transforming how destinations in British Columbia engage with residents and visitors alike. Under your direction, Tourism New Westminster has evolved into a forward-thinking organization that embraces creativity, data-driven strategy, and collaboration across all levels of government and industry. Initiatives like the New West Pass, the New West Experience entrepreneurship program, and the award-winning Search for Phillip campaign have set a new benchmark for how communities tell their stories and measure impact.
What stands out most is your ability to bring people together, uniting local business owners, creatives, and institutions under a shared vision for inclusive, sustainable growth. (...) Thank you for helping grow our local economy and making our community a more welcoming place. I’m confident your efforts will continue to make a big difference.”
— Jake Sawatzky, Member of Parliament, New Westminster—Burnaby—Maillardville
DESTINATION DEVELOPMENT - MEXICO
Director of Tourism and culture
Atlixco, Puebla, Mexico
2014 – 2017
Designed and led destination development and marketing strategies that increased visitation by 69% (reaching 1.7 million visitors) and expanded hotel capacity by 50% within one term.
Secured Pueblo Mágico designation from Mexico’s Federal Government and Ministry of Tourism, positioning Atlixco among the most visited destinations in the country.
Strengthened cultural tourism and forged public–private partnerships that advanced local identity and sustainable growth.
DESTINATION GENERAL MANAGER
San Andres Cholula, Puebla, Mexico
2011 – 2014
Designed and implemented tourism-development and marketing strategies that positioned San Andrés Cholula as one of Mexico’s most dynamic cultural destinations.
Led the initiative that secured the Pueblo Mágico designation from Mexico’s Federal Ministry of Tourism, recognizing excellence in visitor experience and heritage preservation.
Advanced tourism policies integrating urban planning, culture, and sustainability, while coordinating cross-sector partnerships with universities, entrepreneurs, and community leaders.
“Gerardo would be a tremendous asset for your organization and has my highest recommendation.”
— José Luis Galeazzi, Mayor of Atlixco, Puebla
GOVERNANCE & COLLABORATION
Active contributor to Canada’s and Latin America’s tourism ecosystem through board leadership and cross-sector collaboration.
Chair — GESTUR Consultancy
Board Member — British Columbia Destination Management Organization Association (BCDMOA)
Secretary of the Board — Latincouver
Membership & Communication Committee Member — Tourism Industry Association of BC
Governance Committee MemberGovernance Committee Member — British Columbia Destination Management Organization Association (BCDMOA)
Member of the Arts, Culture and Economic Development Advisory Committee — City of New Westminster
Honorary Member and Member of the Supreme Committee for AFASU Awards — Afro-Asian Union AFASU
Past President — Chanolliliztli A.C., Familias en Movimiento
Past President — Governing Board of the City Planning Institute of Puebla
Past President — Tourism Council for the City of Puebla
Past Vice President — Tourism Council for the City of San Andres Cholula
“I was able to witness firsthand his commitment, integrity, and leadership in the travel industry which greatly impacted the entire tourism ecosystem in our Province. Mr. Corro consistently demonstrated a high level of professionalism and dedication that continued to elevate the BCDMOA and ensure the voice of Community Destination Marketing/Management Organizations was heard at the province level.
In addition to our work on the BCDMOA, I was able to see Mr. Corro grow Tourism New Westminster into an effective, award-winning organization that continuously had a much larger impact than its modest budget.
I would highly recommend Mr. Corro as I believe he would be an asset to any organization.”
— Colin Carson, Chair (2024-2025), BCDMOA
"Gerardo is widely recognized among his peers for his strategic vision, collaborative approach, and commitment to elevating both his organization and the broader industry. He brings an exceptional level of creativity and professionalism to every project, pairing strong community insight with a keen understanding of destination development and marketing.
(...) Gerardo’s leadership exemplifies the kind of innovation, inclusivity, and forward-thinking approach that continues to define British Columbia’s tourism success. He is a valued member of our provincial tourism community and a professional whose contributions extend far beyond his city."
— Walt Judas, CEO, TIABC
recognition & impact
AWARDS
BC Tourism Conference 2024 Innovation Award (Search for Phillip Marketing Campaign)
UNWTO recognition at the Rural Tourism Startup Competition through Rotamundos Hotels
Acknowledged by Minister Lana Popham for excellence in tourism leadership
Award as Distinguished City Advisor by the Past Governor of Puebla
RESULTS
+100 Return of Investment on Marketing campaigns through people-focused storytelling
Projects with budgets over $25 million CAD
Growing visitation by 69%, hotel capacity by 50% and social media impact by 200% in destination leadership roles
GLOBAL ENGAGEMENT
Keynotes and panels in North America and Europe
Trilingual speaker (English, Spanish, French)
Advocate for AI-driven innovation in tourism marketing
“Your dedication, innovative approaches, and unwavering commitment to excellence have not only set a benchmark within our industry but have also significantly enriched the experiences of travelers worldwide.”
— Hon. Lana Popham, Minister of Tourism, Arts, Culture and Sport, BC
“Your leadership has set a great example for the industry, and it's inspiring to see such dedication to supporting local tourism and entrepreneurs”
— Allison McKay, Vice President, Destination Management at Destination British Columbia
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