In an interview, Fridman discussed the state's priorities, the importance of working together with Nayarit, and the challenges of maintaining tourism growth in line with new trends.
What expectations do you have for the destination in the context of GALA 2025?
More than expectations, what I see are great opportunities. As Governor Pablo Lemus has instructed us, in Jalisco we work as a team: with society, with the private sector, and, of course, with our neighboring state, Nayarit. This will allow us to further strengthen a destination that is already successful, but which requires renewal: new investments, better training, diversification of the tourism offering, and planning. We want to increase our product and, with it, improve rates and revenues.
How do you currently perceive Puerto Vallarta and the region?
It's a well-established and highly successful destination. But precisely because it's a mature destination, it needs to be reinvented in many ways to maintain its relevance and competitiveness, aligning it with new travel trends.
Will the joint promotion with Nayarit continue?
Yes, of course, when warranted. There are markets and projects that deserve a joint effort because, ultimately, we are one region. In other cases, each state will work on its own specificities. But the important thing is that we are closely coordinated with Nayarit's Secretary of Tourism, Juan Enrique Suárez del Real, and we are fully prepared to work together. The competition is not among us, but externally, against other international destinations.
How do you view the Tepic airport and its potential competition with Puerto Vallarta?
We are just beginning the dialogue with the relevant authorities. What I can assure you is that we maintain an excellent relationship with my counterpart in Nayarit and that our intention is to join forces to position the entire region.
What is Jalisco's participation in this edition of GALA?
The participation is very strong. We're talking 90 buyers, more than 60 hosted buyers, and around 120 hoteliers showcasing the region's wealth. On behalf of Jalisco, not only Puerto Vallarta is represented, but also our Magical Towns, the Costa Alegre, and Guadalajara. We want the world to know what Jalisco is made of.
How did Jalisco close out 2024 in terms of tourism?
We closed with more than 33 million visitors. Last long weekend, we had hotel occupancy of 86% in Puerto Vallarta and 85% in Guadalajara. Additionally, events like Shakira's concert and food festivals helped us attract tourists from other states. Tourism in Jalisco not only continues, but it's also bringing good news.
What are the priorities for the Jalisco Tourism Secretariat?
We are working on a comprehensive and cross-cutting strategy. This includes strengthening the state's tourism infrastructure, which ranks third in the nation in terms of contribution to tourism GDP, improving metrics, attracting major events, and continuing to position Jalisco internationally. For example, we have just been selected by ITB, the world's leading tourism trade fair, to host ITB Americas for at least five years, starting in November 2026.
We're also working on connectivity: in less than 100 days of this administration, we've inaugurated more than 15 new air routes. We're also strengthening the production chain with training, infrastructure, private investment, and diversification of services.
How are you preparing for the upcoming Holy Week and Easter season?
During peak seasons, we work closely with airports, highway concessionaires, and tourism service providers to ensure efficient traffic flow and a quality offering. We strive not only to welcome a large number of tourists, but also to ensure that the economic benefits are distributed fairly.
Regarding security issues, how do they impact tourism perceptions of Jalisco?
Security is a global challenge. At the Tourism Department, our job is to tell the positive stories that also happen in Jalisco and Mexico. The recent 85% hotel occupancy rate for long weekends demonstrates that tourism continues. We know there are challenges, but they occur all over the world, and yet tourism continues. Our response is to continue organizing major events and showcasing all the good things the state has to offer.