Jalisco's tourism secretary says the destination is operating normally and is safe for tourists
The traditionally popular Mexican tourism resort of Puerto Vallarta insists foreign tourists can continue to stroll its famed cobblestone streets in a totally safe manner.
The Pacific Ocean-fronting city – known for its warm climate and traditional Mexican ambiance – was thrust into an unwelcome international spotlight over two weeks ago when violence flared there and in some other parts of Mexico after security forces killed a prominent drug trafficker.
The violence was quelled in less than a day but images of burning vehicles in Puerto Vallarta were shown around the world, alarming tourism authorities who were fearful that the lucrative tourism trade would be jeopardized.
But Michelle Fridman – secretary of tourism for the state of Jalisco, home to Puerto Vallarta – told delegates to this week’s tourism show Gala Puerto Vallarta Nayarit that Jalisco’s tourism trade is on track.
“We’re back,” she told show delegates during a March 9 presentation.
Fridman added during a March 10 news conference that Puerto Vallarta “is operating with normal conditions.”
Some show delegates were given an hour-long tour of Puerto Vallarta’s tourist zone on March 9, during which there wasn’t one police officer or soldier in sight and large numbers of obviously foreign tourists were casually exploring the area on foot.
There were also no signs of damaged buildings on the tour.
As well., there was no visible security presence at the show, which had a relaxed ambiance.
Aaron Jimenez Ruiz, undersecretary of tourism for the state of Nayarit, which borders Puerto Vallarta, told Travel Courier that tourism in that state – home to the popular Riviera Nayarit – is continuing “like always.”
Among show delegates was Toronto-based Karen Puebla of WestJet/Sunwing, who arrived in Puerto Vallarta several days ahead of the gathering and labelled Puerto Vallarta “super quiet. For me it’s completely peaceful and normal.”
Meanwhile, Fridman said during the March 10 news conference that Jalisco is “not only sun and beach” but offers the likes of interesting culture and food as well
Jalisco is the home of the likes of distinctively Mexican tequila and mariachi music, prompting Fridman to declare, “We proudly say Jalisco is Mexico. “
Jalisco last year saw a 3% increase in visitations, despite it’s being what Fridman called a ‘challenging year “
She added that there are a number of reasons for those in Jalisco’s tourist trade to be excited about 2026, among them the city of Guadalajara hosting FIFA World Cup soccer games.
