Lupita as she is called, is Co-owner of PROCESA, which is a Destination and Event Management Company (DMC & EMC).

She has a Bachelor's Degree in Administration of Tourism Businesses at UNIVA University, a Postgraduate degree in Integrated Tourism Planning from the World Tourism Organization at the Polytechnic University of Gran Canaria, Canary Islands, Spain; As well as a Diploma in Event Management at Washington University,  she holds a Master's Degree in Business Administration and she was one of the first generations of Certified Incentive Specialist, CIS by SITE. With several studies in Marketing and event organization: IAFE (International Association of Festivals and Events) and IASE (International Association of Special Events).

She went through positions as Promotion and Events Director for the Ministry of Tourism of the State of Jalisco, Operations Manager for the Convention and Visitors Bureau, and for 15 years she was the Director of Entertainment Shows at October Fests in the city of Guadalajara.

Regarding education on the delivery side, she was Faculty of Tourism for 15 years at the UAG and UNIVA ( Universities ) and holds a graduate degree at ITESO University. She also created, in partnership, the Turiserh Travel Agency.

She has also been a board member for different associations. She is a founding member and past president of AARJAL (Association of Incoming Travel Agencies of the State of Jalisco), member of SITE, she was board member of IFEA (International Association of Festivals and Events) and FECC (European Foundation for Carnival Cities) representing Mexico. She is a founding member and current president of AMDEMAC, Association of Mexican Destination Management Companies.