In November 2025, President Claudia Sheinbaum met actress Salma Hayek in Veracruz, thanks to an introduction by Governor Rocío Nahle. They discussed topics including incentives for the Mexican film industry for nearly two hours. This Sunday, they will meet to present support measures for national cinema.
Mexico's President Claudia Sheinbaum recounted how she met actress Salma Hayek in November 2025 during a visit to Veracruz. Governor Rocío Nahle arranged the meeting, as Hayek was filming a movie in her home state. Sheinbaum described the conversation as pleasant and extended, lasting nearly two hours.
“I met her, what an extraordinary woman, I really liked her (…) She is a woman who loves Mexico and her state, Veracruz (…) very forward-thinking. I liked her very much,” Sheinbaum shared in a press conference last November.
During the talk, Hayek suggested creating incentives to promote film production in Mexico. Sheinbaum noted that the issue had already been raised by Tourism Secretary Josefina Rodríguez and Culture Secretary Claudia Curiel. “She suggested that there might need to be incentives to promote the film industry, it seemed very important to me,” the president explained.
Sheinbaum emphasized the importance of Mexican cinema in job creation. “Cinema generates a lot of jobs. About 220,000 jobs were created (with those modifications), they are temporary, because it's during filming, but it's very important,” she stated.
On February 13, 2026, Sheinbaum previewed in her morning briefing that Hayek will join her this coming Sunday to announce film incentives. A commission will be formed to distribute them, promoting diverse cinema. “It's also a recognition that she insisted a lot. And it's a recognition of what she means,” she added.
