8:00 am | Business Registration & Meeting
9:00 am | Inauguration ceremony
- Special guests from government institutions and business representatives
- Opening words by Javier Govi, CEO of AMAR Organization.
10:00 am | Under Pressure
Demography, Housing, and Geolongivity: the Ecosystem of Tomorrow
- The world is under the greatest demographic pressure in its history, and traditional models of housing and insurance are no longer sufficient. In this masterful opening keynote, Javier Govi and Juan Rodríguez will break down how Geolongivity is the perfect escape valve. Discover how the Comprehensive Longevity Centers (CLC) provide a structured, fundable, and accurate response to relieve pressure on health systems and redesign the habitats of the future.
- I Have I Want Sessions ~ Pitch of Startups – Space to present disruptive projects in longevity, wellness, and urbanism (3 minutes)
Javier Govi
Founder President of AMAR
Master in International Marketing @ UCSD Founder and CEO of Grupo AMAR Specialist in the Retirement Assistance Industry. National Award for Professional Excellence Co-author of the book "Because Mexico YES" International Speaker.
Juan Rodriguez
Vice President of the Chamber of Commerce of Mexico · advisor to INFONAVIT
Invest, work, and help to practically understand how demographics, longevity, multi-species families, and changes in their management will transform society, the economy, businesses, risks, and investment. He has over 30 years of experience in senior management, developed as an owner, investor, advisor, and CEO.
11:00 am | Changes in Latitudes, Changes in Attitudes
From North to New Frontiers: Adapting Senior Living Trends in the U.S. to Next-Generation Communities in Mexico and Central America. (Presented by HKS Architects)
- The sector of residences for older adults in Mexico and Central America is undergoing a significant transformation. With the growing demand for quality housing options, the potential for innovation and expansion is enormous.
- I Have I Want Sessions ~ Pitch of Startups – Space to present disruptive projects in longevity, wellness, and urbanism (3 minutes)
Siobhan Farvardin, AIA, LEED AP
Architect, Partner and Global Practice Director for Senior Living at HKS Architects and Designers
Internationally recognized architect leading HKS’s global Senior Living practice, one of the top-ranked studios in the industry (Building Design + Construction Top 10, 2024). With over 25 years of experience, she drives innovative, technology-enabled environments that enhance aging and well-being. Design Champion 2023 by Environments for Aging.
Gaby Espinosa, AIA, NCARB
Senior Living Project Designer at HKS Architects and Designers
Architect with over nine years of experience focused on Senior Living design. Her work centers on shaping and designing environments that support how aging adults live, connect, and age with dignity, starting from the earliest planning stages through built projects. Her interest in senior living began during a formative year volunteering with underserved senior communities in Cancún, Mexico. That experience continues to shape her people-first approach to design, grounded in empathy cultural awareness, and real human needs.
Charlie Wilson
Founder and CEO of Azura Hospitality
Currently, Charlie serves on the Board at Southwestern Adventist University, where he received his Bachelor and Master of Business Administration degrees. He is a past President and Board Member of the Society for the Advancement of Gerontological Environments (SAGE). Charlie has also served in advisory board roles for the International Council on Active Aging (ICAA) and the Visiting Nurses Association. Additionally, he has served on numerous committees with LeadingAge Texas and was the 2023 recipient of their prestigious Award of Honor.
Carlos Vanegas
Healthcare Consultant and Dementia/Alzheimer’s trainer
Results-oriented Healthcare Management and Consulting Executive with over 32 years of experience in Continuing Care Retirement Communities (CCRCs), Assisted Living Facilities (ALFs), and Skilled Nursing Facilities (SNFs). A licensed Nursing Home Administrator in nine states and a Certified Dementia Practitioner, he combines extensive operational expertise with specialized knowledge in senior care. Currently, he works as a Healthcare Consultant and Dementia/Alzheimer’s trainer, helping organizations improve operational efficiency, strengthen teams, and enhance quality of care.
12:00 pm | Mr Roboto
Scaling Homecare and Daycare with Technology
- We will analyze how Gerontechnology and Geriatronics (motion sensors, medical domotics, assisted robotics, exoskeletons, remote monitoring, and AI) are transforming conventional residences and Day Centers into ecosystems of preventive health. A fundamental session for operators and agencies looking to extend their services beyond the walls of a nursing home, creating safe and autonomous environments that provide complete peace of mind to families.
- I Have I Want Sessions ~ Pitch of Startups – Space to present disruptive projects in longevity, wellness, and urbanism (3 minutes)
Ruben Frattini
Chief Visionary Officer y founder en PROPTECH LATAM ECOSYSTEM | BIHUMANAI PROJECT | MBA Real Estate Innovation & Proptech
Co-Founder of the PropTech Latam Ecosystem and Chief Visionary Officer (CVO) Leader and creator of the BIHUMANAI PROJECT. An initiative to promote innovation and integration topics with AI in companies within the Real Estate Tech sector alongside universities. Specialties: Expert in INNOVATION IN REAL ESTATE. Promoter of MARTECH, AI-Driven Marketing. Brand creation (R&D) and development of real estate products using technology.
1:00 pm | Home Sweet Home
Redesigning the return of the Latino market to Mexico and Latin America
- El "sueño americano" ahora busca un retiro latino. Analizaremos a fondo el perfil, las expectativas y el poder económico del Nearetiring mexicoamericano y latino. Conoce cómo los desarrolladores están dejando de lado las frías amenidades de lujo para enfocarse en lo que realmente importa: crear ecosistemas que fomenten los lazos familiares, la cultura y el sentido de pertenencia para aquellos que anhelan volver a casa.
- I Have I Want Sessions ~ Pitch of Startups – Space to present disruptive projects in longevity, wellness, and urbanism.
Karla Silva
Ambassador of AMAR in California
Link with corporations and non-profit organizations, public relations, and communications consulting.
Developer of local and global strategic alliances with a focus on circularity in the built environment.
Linking investors with development projects.
Yaneth Martell
Global Real Estate | Cross-Border Investment | Financial Advisory
Seasoned advisor and global real estate leader whose career spans financial advisory, lending, real estate, and cross-border business development. Based in Houston with a global perspective and network, she connects investors, clients, and industry partners with opportunities across the U.S., Mexico, and international markets.
2:00 pm | Break
3:00 pm | Paradise City
The Impact of Nearetiring and Migration to Mexico and Latam
- The high costs in the north are triggering a reverse migration to the south. This panel breaks down the business model behind Nearetiring: how to offer a premium quality of life at highly competitive prices, and turn your developments into the destination for foreign retirees looking to maximize their pension without sacrificing luxury or health.
- I Have I Want Sessions ~ Pitch of Startups – Space to present disruptive projects in longevity, wellness, and urban planning.
4:00 pm | Technologic
Bringing Longevity Real Estate Financing into the Digital Age
- The brick and cement have become digital. Welcome to the era of Smart Contracts and tokenized assets. This panel is designed for developers who want to be at the forefront of real estate funding. We will analyze step by step how Blockchain technology and the Fintech model are fragmenting million-dollar properties into accessible "tokens," opening the doors to a new and massive generation of investors for the Retirement Assistance industry.
I Have I Want Sessions ~ Pitch of Startups – Space to present disruptive projects in longevity, wellness, and urban planning.
Jorge Zavala
Director of the TechBA Business Accelerator
Author of "Think Like Silicon Valley Being Anywhere," a guide for anyone seeking to capture the essence of this technology hub and bring it to any corner of the world. Director of the TechBA Business Accelerator, he has helped more than 700 Mexican companies immerse themselves in Silicon Valley's innovation culture. He is currently involved in developing semiconductor talent, collaborating for https://verilog-meetup.com/ and writing his personal blog: Traveling to Innovation.
Ruben Frattini
Chief Visionary Officer y founder en PROPTECH LATAM ECOSYSTEM | BIHUMANAI PROJECT | MBA Real Estate Innovation & Proptech
Co-Founder of the PropTech Latam Ecosystem and Chief Visionary Officer (CVO) Leader and creator of the BIHUMANAI PROJECT. An initiative to promote innovation and integration topics with AI in companies within the Real Estate Tech sector alongside universities. Specialties: Expert in INNOVATION IN REAL ESTATE. Promoter of MARTECH, AI-Driven Marketing. Brand creation (R&D) and development of real estate products using technology.
5:00 pm | I'm Still Standing
Solutions for Tomorrow's Communities: Medical and Wellness Tourism
- A new way of living, traveling, and healing is redefining real estate development. In the face of the global demographic aging challenge, this panel reveals comprehensive solutions that merge smart city design with health and medical tourism clusters. Learn how to structure communities ready to offer a superior quality of life and world-class preventive care ecosystems.
Dr. Ramón de la Rosa Mera
Mexican Association of Health Tourism A.C. and World Association of Wellness and Medical Tourism
With experience as a collaborator with: National System of Tourist Certification, Higher School of Tourism, and Global Forum on Medical Tourism. Author of the book "SPA & WELLNESS TOURISM".
Atzimba Villegas
Businesswoman and General Director of Public Relations AV
Former Director of Health and Wellness Tourism for the Government of Baja California (2019–2022). During her tenure, she carried out governmental functions in the State of Baja California, focusing on promoting, advising, and coordinating the state's Health Tourism Ecosystem in collaboration with the business sector, clusters, medical associations, and professional boards, as well as with all three levels of government and the broader value chain.
9:00 am | Wake Me Up
X-Ray of Senior Living: From "Copy-Paste" to True Latin Innovation
- The communities in Mexico and Latam are evolving to offer more personalized services to the new 50+ generation, adapting high international standards to the national market. A scan of what is happening in retirement communities. Our greatest asset is the warmth and culture of care of our people. We will analyze the actions to capitalize on our human talent and begin to redesign the industry.
- I Have I Want Sessions ~ Pitch of Startups – Space to present disruptive projects in longevity, wellness, and urban planning (3 minutes).
José Alberto Benítez
Founder and President of Edén Grand Residence
Entrepreneur, business leader, and innovator with a career developed across various sectors, José Alberto Benítez has focused one of the most significant stages of his professional life on transforming lives, starting with the way we understand and live in a residence for older adults.
As the founder and president of Edén Grand Residence, he created a concept that seeks to break away from traditional care models and build a true home: a space where each resident can live with dignity, autonomy, security, companionship, and, above all, fulfillment.
His business experience includes CEO positions in innovation projects, satellite launches, cutting-edge technology, telecommunications, payment systems, marketing, and new business development, a background that he now integrates with a deep commitment to promoting new models of longevity and quality of life.
As the founder and president of Edén Grand Residence, he created a concept that seeks to break away from traditional care models and build a true home: a space where each resident can live with dignity, autonomy, security, companionship, and, above all, fulfillment.
His business experience includes CEO positions in innovation projects, satellite launches, cutting-edge technology, telecommunications, payment systems, marketing, and new business development, a background that he now integrates with a deep commitment to promoting new models of longevity and quality of life.
Dr. Eugenio Carrasco
Group ALICE Director
Director of ALICE-Mexico Group, an organization that integrates ALICE Living Center, a Binational Community specialized in comprehensive care for the elderly at the border; IFS, Health Training Institute, dedicated to training personnel for the sector; ALICE Recovery Center, Post-Surgical Recovery Center; EXFOBI +50, a binational initiative that promotes prevention, healthy aging, and collaboration between institutions, specialists, and organizations from Mexico and the United States; as well as COREDIP Communities for a Dignified and Fulfilling Retirement A.C., a non-profit association founded in 2013 that promotes active and healthy aging at the Northern border.
He is also a founding member of SOSEMAF, Association of Residences and Services for the Elderly at the Border, as well as a founding member of ACERBAC, the first Association of Post-Surgical Recovery Centers in Mexico.
He is also a founding member of SOSEMAF, Association of Residences and Services for the Elderly at the Border, as well as a founding member of ACERBAC, the first Association of Post-Surgical Recovery Centers in Mexico.
Dr. Rodrigo Cruz
Director of Comprehensive Health at Banregio and Hey Banco
He is currently the Director of Integrated Health at Banregio and Hey Banco, where he leads the health strategy for over 7,000 employees. Previously, he headed the corporate Occupational Health function at FEMSA and served as Medical Director at Belmont Village Senior Living. He is an adjunct professor of Geriatrics at Tecnológico de Monterrey and has extensive experience in comprehensive leadership of health strategies.
10:00 am | Walking on Sunshine
Wellness Real Estate: Neuroarchitecture and Biophilic Design as a Prevention Ecosystem (Presented by GERFLOR)
Discover how the scientific selection of materials, pavements, and smart surfaces acts as an invisible shield: eradicating infections, preventing falls, and absorbing impacts, as well as the importance of designing spaces with international standards to ensure maximum safety and comfort for the elderly.
I Have I Want Sessions ~ Pitch of Startups – Space to present disruptive projects in longevity, wellness, and urban planning.
Yadira Maya
Gerflor Representative in Mexico
Since 2018, he has led the Health segment, driving innovative projects in hospitals and medical centers, establishing Gerflor as a benchmark for quality, safety, and innovation solutions in the sector.
Adriana Esmoris
Neuroarchitecture and regenerative design
Works from regenerative architecture creating spaces that influence how people live, feel, and develop.
Their approach integrates neuroarchitecture and sustainable bioarchitecture to design environments that support those who inhabit them, enhancing well-being, mental clarity, and performance, both in residential spaces and in work environments and real estate developments.
Their approach integrates neuroarchitecture and sustainable bioarchitecture to design environments that support those who inhabit them, enhancing well-being, mental clarity, and performance, both in residential spaces and in work environments and real estate developments.
11:00 am | You've Got a Friend in Me
The impact of Smart Homes and Geriatronics on the Retirement Assistance Industry
- The future of care is already here. New technological tools are reshaping profit margins and the operation of assistance services outside of clinics. Learn how to integrate exoskeletons, health automation, and predictive algorithms to modernize your senior care business model.
- I Have I Want Sessions ~ Pitch of Startups – Space to present disruptive projects in longevity, wellness, and urban planning.
Dr. Hugo Isaak
Founder and CEO of 'Neurabitat'
He is a recognized leader in smart cities and sustainable urban development. He has held key roles in both the public and private sectors, including his appointment to the UN-Habitat Global Expert Group on Smart Cities, where he leads the Guidelines for People-Centered Smart City Development. He is the founder and CEO of 'Neurabitat', a project that uses artificial intelligence and data analytics to enhance the interaction between cities and their inhabitants. At the Ministry of Foreign Affairs (SRE), he was the General Urban International Coordinator and the author of the ICI project (Interconnecting Smart Cities), contributing to sustainable public policies.
12:00 pm | Don't Stop Believing
Real Expectations of Baby Boomers, Snowbirds, and Summerbirds in Mexico and LATAM
- Emigrating in the third or fourth age requires courage and vision. What are the true expectations that motivate thousands of retirees to leave the North to settle in Latin America? In this panel, international residents break down their housing "Bucket List." Learn how to structure communities that offer immediate social integration, emotional protection against loneliness, and a quality of life that exceeds their expectations.
- I Have I Want Sessions ~ Pitch of Startups – Space to present disruptive projects in longevity, wellness, and urban planning.
1:00 pm | Hungry Like the Wolf
Marketing Strategies for the New 50+ Generation: Redesigning Retirement – Redefining Longevity
- The Longevity Economy is the largest blue ocean of our era. Are you capturing your slice of the pie? This panel breaks down the radical changes in consumer behavior for those 50+ and the exact business strategies to lead the industry. Stop selling "old age" and learn to communicate the new aspirations of a market that is hungry for premium experiences and world-class residences.
- I Have I Want Sessions ~ Pitch of Startups – Space to present disruptive projects in longevity, wellness, and urban planning.
Marisol Becerra
President of MULIV (Women Leaders for Housing)
Lic. in Marketing with a specialization in administration and finance in real estate and planning/evaluation of real estate businesses. With over 20 years of experience in the real estate sector, collaborating with leading developers, funds, and players in the industry, in Mexico and Latin America.
Mariel Zúñiga
Multimedia Director at En Concreto
She has three decades of experience in the real estate industry. She was the host of En Concreto on 88.9 ACIR Radio (2017–2021) and now hosts the digital TV program En Concreto Contigo with the newspaper ContraRéplica. She is the General Director of Multimedia En Concreto, a columnist for ContraRéplica, and the founder and General Director of Women Leaders for Housing (MULIV).
2:00 pm | Hotel California
Demography, Housing, and Geolongivity: the Ecosystem of Tomorrow
- Before purchasing a retirement residence, the foreign market tests the destination. From the timeshare industry to the Retirement Assistance Industry. Understand the behavior, purchasing power, and expectations of the international market, and how developers can use Shared Ownership models to finance and scale their retirement communities. Because travelers aged 50+ are not just looking to vacation, but to extend their years of active and healthy living.
- Lunch conference
3:00 pm | California Dreaming
The Baja Effect: From Tourist Destination to Health and Longevity Hub (Presented by Deloitte)
- In this talk, Teresa Solís and Javier Govi will analyze the real competitive advantages and investment opportunities that are transforming Baja California. Discover how the region is rapidly evolving from traditional medical tourism to becoming a comprehensive Wellness ecosystem and an undeniable benchmark in the Longevity Economy. An essential analytical roadmap for developers with their eyes on the border.
C.P. Kurt Ignacio Honold
Secretary of Economy and Innovation of the Government of the State of Baja California
In his management, he has shown a strong commitment to promoting business activities, as well as strengthening the initiatives of entrepreneurs, with a special emphasis on innovation, competitiveness, and sustainable economic development. Currently, he serves as Vice President of the Mexican Association of Secretaries of Economic Development (AMSDE), where he collaborates in defining national strategies for economic strengthening and attracting investments.
Maria Teresa Solis
Expert in hospitality and tourism development at Deloitte
Since February 2019, Teresa has been working for Deloitte for Spanish-speaking Latin America and the Caribbean as an expert in hospitality and tourism development. She was the Undersecretary of Planning and Tourism Policy in Mexico, leading critical issues for the sector, such as Sustainable Tourism Planning, strengthening the Statistical and Geographic Information of the industry, and the responsible development of high-value products, such as Medical Tourism. Throughout her career, she has worked in private consulting, managing strategy, innovation, and international marketing projects for companies in the hospitality and meetings industries.
3:20 pm | Alliance
Alliance Signing between AMAR and the Council of Real Estate Professionals of Mexico (COPIM)
3:30 pm | We Built This City
From Plan to Reality: The Comprehensive Longevity Centers in Action
- Discover exclusively the pioneering developments in Mexico that are already materializing the Longevity Economy. A visual and strategic tour of the ongoing projects that are building integral life ecosystems, merging hospitality, health, and community for the new 50+ generation.
Presentation of ongoing projects
I Have I Want Sessions ~ Pitch of Startups – A space to present disruptive projects in longevity, wellness, and urbanism.
4:00 pm | Opportunities
Capital Strategies and Trusts for 50+ Communities.
- Attracting foreign residents requires offering frictionless purchasing solutions. This panel will reveal the keys to unlocking the flow of international capital into Mexico and LATAM. We will analyze cross-border mortgage options, the strategic use of trusts in restricted areas, and the new investment vehicles that are ensuring buyer security and maximizing developer margins.
- I Have I Want Sessions ~ Pitch of Startups – Space to present disruptive projects in longevity, wellness, and urban planning.
Miguel A. Ramos
Trust Director at Banco Regional de Monterrey, S.A. (BanRegio)
Law degree with a diploma in senior management, master's degree in humanistic studies, and master's degree in anthropology and ethics. He has 37 years of experience in trust structuring. Notably served as regional fiduciary director at Banco Mercantil del Norte, S.A. (Banorte) from 2004 to 2012, responsible for the fiduciary area at Banco Regional de Monterrey, S.A. (BanRegio) from 1997 to 1998, and as fiduciary deputy director at Banca Serfin, S.A. (currently Banco Santander) from 1993 to 1997.
Daniel Leal
DGA Sahara Capital
50 years of experience in the financial sector: Banco Internacional, Bancomer, Desarrolladora Homex, SADASI, Alsis Funds, currently DGA at Sahara, positions held include Deputy Director of Planning, Director of Credit Card, Mortgage Credit, Deputy Director of Mortgage, Deputy Director of Commercial Development, Independent Advisor, among others.
5:00 pm | Smooth Operator
Smart and frictionless operation: The new digital ecosystem of the Retirement Assistance Industry (Presented by Cuidana)
- Leave behind manual processes and the wear and tear of daily life. Discover how the most advanced software platforms are automating community management: from the precise coordination of bilingual caregivers and nurses to the integration of medical technology for real-time monitoring. Learn to transform operational chaos into a profitable, secure, and smooth business model.
Ana Gabriela González
Co-founder and Director of Cuidana, a platform for booking care services for older adults
In 2020 and 2022, she was a visiting professor at the Colegio de México with the course she designed: “Leadership in Public Administration.” She received recognition from Forbes Mexico as one of the 30 sustainable minds. She served as the General Director of Linkage and Collective Reparations at the Executive Commission for Victim Assistance (CEAV), where she signed 16 collaboration agreements to support victims. From October 2024 to August 2026, Ana served as the General Director of Operations at the Ministry of Economy, where she promoted care infrastructure in companies and industrial parks.
Mtro. Mario Alberto Palomares Gómez
Real Estate Intelligence Advisory | Real Estate Innovation | Applied AI | Business Systematization
He is currently the founder and CEO of Estuco Inmobiliaria, National President of the Council of Real Estate Professionals of Mexico (COPIM), founder and President of the Real Estate Innovation Cluster of Bajío, and representative of IntREasso Mexico. From these positions, he promotes agendas for real estate intelligence, institutional collaboration, technological adoption, specialized training, and strategic connections among companies, associations, suppliers, developers, and investors.
6:00 pm | Wind of Change
Closing and Reading of the Latin American Manifesto on Geolongivity
- As a grand closing of CIAMAR 2026, we will carry out the official reading of the first Latin American Manifesto on Geolongivity. A celebration of the agreements reached in these two days. Let us celebrate together the awakening of an industry that is united, strengthened, and ready to dignify, innovate, and radically transform the lifestyle of millions of older adults around the world.
Board of Directors of AMAR
Javier Govi
Founder President of AMAR
Master in International Marketing @ UCSD Founder and CEO of Grupo AMAR Specialist in the Retirement Assistance Industry. National Award for Professional Excellence Co-author of the book "Because Mexico YES" International Speaker.
Sergio Alva
Vice President of Longevity and Well-being at AMAR
With over 30 years of experience in business development and international consulting, in recent years he has focused his career on promoting the adoption of technologies that enhance health and longevity. As CEO and Co-founder of Cenegenics International, he works to transform scientific findings into innovative health products by collaborating with industry leaders.
Jorge Zavala
Vice President of Innovation and AI at AMAR
Author of "Think like Silicon Valley being anywhere," a manual for all those seeking to capture the essence of this tech hub and bring it to any corner of the world. Director of the TechBA Business Accelerator, he has helped over 700 Mexican companies immerse themselves in the innovation culture of Silicon Valley.
Rogelio Avendaño
Vice President of Operations and Experiences at AMAR
