Pioneering Inclusion: Salma Luévano and the Rise of LGBTQ+ Entrepreneurship in Mexico

On August 28, 2025, Puerto Vallarta hosted its largest-ever LGBTQ+ business meeting, drawing over 100 leaders from across sectors to discuss strategies for strengthening queer entrepreneurship and economic inclusion. The event was a milestone for both the city and Mexico’s LGBTQ+ business community, highlighting a commitment to support and elevate queer professionals and enterprises. Central to the gathering was Salma Luévano, National Coordinator of the Inclusive Economy at the Ministry of Economy, whose keynote presentation charted a new course for integrating LGBTQ+ entrepreneurs into national and international value chains.

Salma Luévano’s leadership in Mexico’s Ministry of Economy has redefined the role of government in fostering inclusive business practices. As National Coordinator of the Inclusive Economy, Luévano has been instrumental in developing the National Program for the Inclusive Economy, a comprehensive initiative designed to dismantle barriers for marginalized entrepreneurs, including transgender people, nonbinary individuals, and other sexual and gender minorities. Her advocacy reflects a personal and professional commitment to economic justice, rooted in her own experience as a transgender business owner and activist.

Luévano’s keynote in Puerto Vallarta introduced the “Hecho en México / Made in Mexico” certification—a groundbreaking program that aims to recognize and empower LGBTQ+ businesses. This certification not only validates the quality and origin of products and services but also serves as a symbol of inclusion, visibility, and pride for queer entrepreneurs. By integrating LGBTQ+ enterprises into mainstream value chains, the program seeks to boost their competitiveness, connect them with new markets, and increase their access to training and financing.

The National Program for the Inclusive Economy is more than a set of guidelines—it’s a paradigm shift toward equity and representation in business. Luévano’s role involves not only the creation of policy but also the ongoing engagement with stakeholders to ensure the program’s success. The initiative brings together government agencies, business associations, and civil society organizations to:

- Incorporate LGBTQ+ companies into the “Made in Mexico” program, providing them with certification, recognition, and access to national and international markets.
- Develop a follow-up agenda for training and financing, connecting entrepreneurs with educational resources, mentorship, and capital.
- Strengthen Puerto Vallarta’s—and Mexico’s—role as a leader in the inclusive economy, setting a benchmark for other countries in the region.

This program is especially significant given the challenges faced by LGBTQ+ business owners, who often encounter discrimination, lack of access to capital, and limited networking opportunities. The government’s commitment to uplifting queer entrepreneurs signals a shift toward a more diverse and resilient economy.

One of the highlights of the Puerto Vallarta meeting was the success story shared by Quique Galdeano, founder of Escándala, one of Latin America’s largest LGBTQ+ digital platforms. Escándala’s rapid growth demonstrates the potential of queer-led businesses to innovate, reach vast audiences, and challenge stereotypes. The platform serves as both a media outlet and a community hub, showcasing stories, news, and resources for LGBTQ+ individuals across the region. Galdeano’s journey underscores the importance of visibility and representation in business, as well as the role of technology in empowering marginalized communities.

The meeting in Puerto Vallarta was marked by open dialogue sessions, where attendees shared proposals and needs. These conversations led to major agreements, such as the commitment to ongoing training, financing, and collaboration. The city’s leadership, with figures like Melissa Madero and Salma Luévano at the helm, is establishing Puerto Vallarta as a model for inclusive economic development—not only within Mexico but across Latin America.

Key outcomes from the event include:

- The creation of a follow-up agenda to provide ongoing support to LGBTQ+ entrepreneurs.

- The establishment of new partnerships between local government, national agencies, and business leaders.

- The strengthening of Puerto Vallarta’s reputation as a safe and welcoming destination for LGBTQ+ professionals and travelers.

The visibility of leaders like Salma Luévano is critical in challenging stereotypes and fostering a climate of inclusion. By occupying prominent roles in government and business, Luévano and her peers demonstrate that queer identity is a source of strength, innovation, and leadership. The focus on economic empowerment dovetails with broader LGBTQ+ advocacy goals, including social acceptance, legal protections, and health equity.

In Mexico, these advances are particularly meaningful given the country’s complex history with LGBTQ+ rights. While significant progress has been made in recent years—such as the legalization of same-sex marriage in all states—economic barriers persist for many queer individuals. Programs like the Inclusive Economy initiative and events like the Puerto Vallarta business meeting are vital steps toward dismantling these obstacles and creating pathways to prosperity.