Mexico’s Pacific Coast in Focus as 31st Gala Vallarta–Riviera Nayarit Wraps

The Mexican Pacific tourism industry took centre stage this week as the 31st edition of the Gala Vallarta–Riviera Nayarit took place in Puerto Vallarta, bringing together global travel leaders to strengthen partnerships and shape travel demand for the coming year.

Held March 10–12th, the annual marketplace has become the most important tourism trade event on Mexico’s Pacific coast. This year’s edition drew more than 700 industry professionals from across the industry, including tour operators, airlines, hotel groups, destination representatives and travel media for more than 5,000 meetings.

The annual conference held extra significance this year in light of the recent security situation in the region just a few weeks ago.

“We are the best representation of Mexico to the world,” Michelle Fridman Hirsch, Minister of Tourism of Jalisco told a press conference Tuesday morning. “This region has a history and an identity that cannot be bought with any budget nor diminished by bad press. We are here to share the best news of our country and translate these business deals into a stronger economy for all residents of Jalisco and Nayarit.”

Tourism officials say the annual gala serves as a barometer for travel demand to the region, particularly from international markets such as Canada and the United States. Puerto Vallarta welcomed more than 500,000 of us in 2025, with strong hotel occupancy and backed by a continued investment in tourism infrastructure and air connectivity.

“Gala Puerto Vallarta–Riviera Nayarit is not just a protocol event; it is the meeting point where routes, packages, and promotions are negotiated — decisions that will shape the course of tourism in the coming months,” said Juan Enrique Suarez del Real Tostado, Nayarit Tourism Minister. “With the goal of consolidating our position as one of the country’s destinations with the greatest growth, investment, and global projection, Riviera Nayarit unveiled its new international tourism campaign, “Paradise Keeps Going.”

Many Canadians certainly think of the region as paradise — we consistently rank as one of the top international markets for Puerto Vallarta. Direct flights now link more than a dozen Canadian cities with PVRand estimates are about 15,000 Canadians own seasonal homes in the region.

While the spotlight remains on the beach destinations of Puerto Vallarta and Riviera Nayarit, this year’s event also highlighted the broader tourism offering across the region. That includes cultural and culinary experiences in Guadalajara, luxury developments along the Costalegre coastline and smaller cultural communities recognized under Mexico’s Pueblos Mágicos program.

Helping to fuel that visitation are a number of new luxury resorts, infrastructure upgrades and destination developments planned through 2025–2027. Luxury all-inclusive resort Grand Velas Riviera Nayarit – the first of its kind in the region, recently completed a US$30-million renovation of 242 suites, introducing larger ocean-view accommodations and updated design. The resort is the only Five Diamond All Inclusive Luxury Resort and all four of its restaurants are AAA Diamond.

A US$250-million redevelopment of Tepic Airport, which is being repositioned as the Riviera Nayarit Airport, is expected to increase capacity to around 4 million passengers annually. A new highway connecting Tepic and Riviera Nayarit will reduce travel times from roughly three hours to about 75 minutes, improving access to the northern Riviera Nayarit coast.

“What happens here will define the immediate future of our destinations,” added Fridman Hirsch. “These business meetings bring the airline seats, the visitors and the opportunities that allow our region to continue growing tourism together.

We want the world to know that Puerto Vallarta and our region are open, welcoming and thriving, ready to receive visitors from Canada and around the world with open arms.”