Rodolfo Elizondo Torres

[1] Elizondo Torres was born in Durango, and holds a bachelor's degree in administration from the Monterrey Institute of Technology and Higher Education (ITESM).

President Vicente Fox designated Elizondo first as presidential spokesperson and then, on July 29, 2003 as Secretary of Tourism.

[2] Mexican President elect Felipe Calderón re-designated Elizondo as Secretary of Tourism for his Administration.

[2] In 2009 he was responsible for launching the "Welcome Back" campaign to regain the trust of travelers affected by the Swine Flu scare.

He re-activated cruise ship arrivals to Mexican ports only one month after the swine flu threat became public.