VANCOUVER — Puerto Vallarta is a perennial favourite destination for Canadians, but new air routes and an increased focus on authentic cultural experiences are changing travel patterns within Mexico’s Jalisco State.

“The Canadian market has been extremely important for Jalisco for a long time,” said Michelle Fridman, Secretary of Tourism of Jalisco. “We receive so many Canadians to Puerto Vallarta, but we are seeing more and more Canadians exploring the rest of the state.”

Michelle Fridman, Secretary of Tourism of Jalisco at the Fairmont Pacific Rim in Vancouver (photo credit Christina Newberry)

Travelweek connected with Fridman in Vancouver, where she was meeting with tour operators, airlines and other trade partners.

Guadalajara, Jalisco, Mexico

INCREASED AIR ACCESS TO GUADALAJARA

“We’ve been doing the work with the airlines and with other partners in order to bring Canadians to Jalisco,” Fridman said.

In particular, new air routes make it easier for Canadians to access Guadalajara. On June 2 Air Canada launched its year-round flights from Montreal, and WestJet announced year-round service from Calgary in October 2025. Flair Airlines has been flying to Guadalajara from YVR since May 2024.

“Guadalajara is a completely different destination,” Fridman said. “That’s what makes Jalisco so interesting, because we’re a multi-destination state. We have artworks, galleries, a huge gastronomy scene.”

Fridman recommends taking advantage of increased Guadalajara access to book clients an open-jaw itinerary.

“They can explore the Pueblos Mágicos,” she said. “We have 12 of them. One of them is Tequila, and you can get there on a train from Guadalajara. It’s a themed train, so you’re listening to mariachi and tasting tequila. When you arrive in Tequila town, you can explore the distilleries, and then you can finish your trip in Puerto Vallarta.”

To highlight its varied tourism offerings, the state is developing a series of tourist routes, including a tequila route in the highlands and two wine routes.

Mazamitla, Jalisco, Mexico

PUERTO VALLARTA’S RECOVERY

Puerto Vallarta’s airport closed for two days in February in the face of cartel unrest. The government of Canada downgraded its travel advisory within 72 hours, and tourism operations quickly returned to normal.

For advisors whose clients still have concerns three and a half months later, Fridman offers assurances.

“I know there are a lot of concerns and people hesitating about whether it’s safe to come to Jalisco,” she said. “On February 22, something really important happened. One of the most wanted criminal leaders was caught and killed in Jalisco, and it was expected to see some reaction from the criminal groups. But let me clarify: At no moment were tourists at risk. And after February 22, we reinforced our safety, working with the federal state, so I could actually say that we’re safer than we were before.”

Fridman said that while Guadalajara’s tourism numbers have completely recovered, Puerto Vallarta is still feeling some impact – although it’s difficult to judge exactly how much heading into low season. Overall, Jalisco has seen an increase in Canadian travellers this year, which Fridman attributes in part to travellers choosing Mexico over the United States.

“We’re expecting Canadians to come back in the next high season – next October, November,” she said. “We’re waiting to receive you.”

Puerto Vallarta

MAJOR EVENTS THROUGHOUT 2026 & 2027

Guadalajara is one of three Mexican host cities for the FIFA World Cup, with related activities and public viewing parties planned throughout the state. Fridman mentioned the Fan Fest at Plaza de la Liberación in Guadalajara, giant outdoor screens along Puerto Vallarta’s Malecón and a floating soccer field on Lake Chapala as highlights for travellers who may not have scored tickets to a match.

Guadalajara will also host the first PanAmerican Pride celebration in June 2027.

“We have so many events, festivals, concerts, sports events,” Fridman said.

She noted the annual Guadalajara International Book Fair – the largest in the Americas, in late November/December, and the MICHELIN Guide awards ceremony. Guadalajara hosted the MICHELIN ceremony at the end of May, with restaurants in Guadalajara, Puerto Vallarta and Costalegre recognized for the first time. The state has declared 2027 its Year of Gastronomy and will host the Guía México Gastronómica in February.

For more details about Jalisco events, activities and the new tourist routes, head to VisitJalisco.mx.

Lead image caption: Puerto Vallarta, Mexico