Mexico's Minister of Tourism Enrique de la Madrid will meet this week with some 60 Chinese tour operators to promote Mexican tourism in China, the ministry said Monday.

Madrid, who is on a three-nation promotional tour in Asia, will take part in "Mexico Day China," an event organized to showcase Mexico's sights to China's leading travel wholesalers and tour operators, the ministry said in a press release.

Through Mexico's Tourism Promotion Board, the ministry "has launched an important promotional plan for the Asian tourism market, which aims to position our country's image in this niche," the release said.

"Through this strategy, we will inform the potential Asian consumers about Mexico's various competitive advantages and establish a positive image of the country," the ministry added.

Madrid will also visit South Korea and Japan, where he will take part in Tourism Expo Japan, a trade show organized by the Japan Association of Travel Agents.