TORONTO — Marival Resorts is reassuring Canadian travellers and advisors that it’s business as usual in Riviera Nayarit, with all three properties operating normally and welcoming guests, despite recent cartel-related violence in parts of neighbouring Jalisco.

That reassurance comes directly from Salvador Ramos, Senior Vice President of Marketing and Sales for Marival Group, who told Travelweek that the violent events on Feb. 22, 2026, had little impact on the brand’s day-to-day operations, with steady bookings and continued demand from key markets including Canada.

“Everything went back to normal so quickly,” said Ramos. “Our operations at the hotel level are fine, perfect as normal. We’ve been getting a lot of guests since then, and bookings are steady and consistent.”

While some groups were temporarily rescheduled as a result of the violence, Ramos noted that business has rebounded quickly, with new bookings, including weddings, continuing to come in. He added that strong airlift from Canada, particularly from Western gateways, is supporting ongoing demand.

CANADIAN ROOTS, GROWING PRESENCE

Marival’s ties to Canada run deep. The company was founded by the late Canadian Senator Pietro Rizzuto over 40 years ago, with the Quebec-based family still actively involved in the business today. That connection continues to shape the brand’s strategy, with Canada representing roughly 40% of its business.

“We are completely integrated with the Canadian market,” said Ramos. “It’s super important for us, not only for the destination, but also for our hotels.”

Despite its long history, the brand is putting renewed focus on increasing its visibility in Canada. Ramos said the shift reflects a more diversified marketplace, where brands must build direct relationships beyond traditional tour operator channels.

“We wanted to reach new audiences and expand in those markets,” he said. “There are still many Canadians who don’t know our products or haven’t considered us for things like weddings or group travel.”

THREE RESORTS, DISTINCT EXPERIENCES

Marival’s portfolio includes three all-inclusive properties in Riviera Nayarit, each designed with a distinct concept to help advisors match the right product to the right client.

Marival Emotions, the original property in Nuevo Vallarta, offers a lively, family-friendly atmosphere with 495 rooms, multiple pools, restaurants and daily entertainment. Its range of one- to three-bedroom suites also makes it well suited for multigenerational travel.

“It’s vibrant, high energy, with lots of activities, but still spacious enough that it doesn’t feel crowded,” said Ramos.

Nearby, Marival Distinct All-Suites & World Spa caters to a more upscale clientele, with larger accommodations starting at 1,200 square feet, including penthouses and private villas. The property emphasizes space, privacy and elevated amenities, while still offering access to the facilities at Emotions.

Further north in Punta de Mita, Marival Armony Resort & Spa delivers a more tranquil, nature-focused experience. Set on what Ramos described as one of the destination’s best beaches, the resort blends wellness programming with a relaxed, unstructured atmosphere.

“It’s designed for guests to restore their well-being in a very organic way,” he said. “You don’t feel like you’re on a schedule.”

Across all three properties, food and beverage is a key strength, along with swimmable beaches, a notable advantage in the region.

Marival Distinct Four Bedroom Luxury Ocean View — Credit Marival Resorts

FAMILY OWNERSHIP, PERSONALIZED SERVICE

Ramos emphasized that Marival’s family-owned structure remains a key differentiator, shaping everything from service levels to guest experience.

“Our hyper-personalization, our guest focus and being community-driven – people feel it,” he said. “Close to 40% of our business is repeat, and a lot of that is Canadian.”

Long-tenured staff also play a role, with many team members having been with the company for more than a decade.

“The hospitality that everybody talks about, it’s actually true here,” he said. “It feels like you’re at home.”

WEDDINGS, WELLNESS & NEW DEVELOPMENTS

Destination weddings continue to be a major growth area, with more than 140 expected across the three resorts this year. Marival supports the segment with a dedicated wedding team, customizable packages and flexible venues suited to a wide range of celebrations, including South Asian, LGBTQ and Catholic ceremonies.

Notably, the children of current CEO Alfonso Rizzuto, son of founder Pietro Rizzuto, both chose to host their weddings at Marival Distinct, underscoring the brand’s strength and credibility in the destination wedding space.

Complementing these celebrations is the company’s focus on wellness and elevated experiences, highlighted by the Mélange World Spa concept, available at Marival Distinct and Marival Armony, which offers globally inspired treatments and rooms themed around different countries. 

“It’s a concept that doesn’t exist anywhere,” said Ramos, noting its draw for wedding groups in particular.

Recent updates across the portfolio include renovated lobby spaces and new dining concepts, with ongoing enhancements planned to keep pace with evolving traveller preferences.

AGENT PARTNERSHIPS A PRIORITY

Travel advisors remain central to Marival’s growth strategy, supported by direct booking tools, a loyalty program, commission structures, FAMs and dedicated training initiatives.

“We’ve worked a lot on developing closer relationships with advisors and agencies,” said Ramos, noting the importance of FAM trips and in-destination experiences. “There’s no better way to understand our properties than seeing them.”

The company is also increasing its sales presence in Canada, with upcoming visits this summer in Toronto and Eastern Canada as well as activations on the West Coast.

Armony by Marival

WHAT TRAVELLERS WANT

Looking ahead, Ramos sees a shift in the all-inclusive market, with greater emphasis on meaningful experiences, community connection and consistency over price alone.

“People are looking to receive what they’re really expecting from their vacation,” he said. “And what they take back with them – culturally, emotionally, experientially – is becoming just as important.”

At Marival, he believes that lasting takeaway is simple.

“It’s the feeling,” he said. “The way we make guests feel welcome, like family. That’s what they remember, and that’s what brings them back.”

For more information, go to www.marivalresorts.com.

Lead image caption: Marival Emotions Resort & Suites, Riviera Nayarit — Credit Marival Resorts