As part of the GALA 2025 event, Travel2latam spoke with Luis Villaseñor, Director of Promotion for Puerto Vallarta.
What does the arrival of ITB Americas represent for Puerto Vallarta and Jalisco?
We are very happy about this great achievement for Jalisco. It is the result of the efforts of the new administration, led by Governor Pablo Lemus and Secretary of Tourism Vanessa Pérez Lamas, who have entrusted us with attracting major events. The first edition of ITB Americas will be held in Guadalajara, and we expect more than 5,000 attendees. This will shine a spotlight not only on Jalisco and its destinations such as Guadalajara, Puerto Vallarta, Costalegre, and the Magical Towns, but also on Mexico and Latin America. It will be a great opportunity for the entire tourism sector to prepare and participate in November 2026.
What will Puerto Vallarta's participation be in this event?
Although the venue will be Guadalajara, Puerto Vallarta, Costalegre, and the Magical Towns will be actively involved through pre- and post-tours. The ITB will allow us to attract new buyers from emerging markets who will sell not only vacation packages to Puerto Vallarta, but also tour itineraries. For example, we can take advantage of flights like the one from Madrid to Guadalajara to allow tourists from other latitudes to explore our entire state.
What is the current status of international air connectivity?
Puerto Vallarta maintains strong air connectivity with 25 cities in the United States, 16 in Canada, and 15 in Mexico. We also have seasonal flights from Prague, secured at FITUR. We are working to add new routes from Madrid, Switzerland, Germany, and Poland, although this depends on aircraft availability, which has been delayed. The goal is to establish new routes by winter 2026.
What trends do you see in the North American market?
Today we'll have meetings with strategic partners from the United States and Canada, as well as presentations from TripAdvisor and Expedia to analyze trends. What we already know is that several flights are being rerouted from the U.S. to Mexico, which benefits Puerto Vallarta.
What new hotel and infrastructure investments are underway?
This year, the Breathless Hotel and the Thompson Hotel will open. The Tree Hotel recently opened in December. Additionally, the new airport terminal will be ready next year, along with a highway interchange to streamline traffic to the airport, facilitated by the new highway connecting to Guadalajara in two and a half hours. Also noteworthy is the upcoming opening of the Vidanta theme park, which will attract an additional one million visitors. A new pier was also inaugurated downtown to strengthen nautical connectivity. Growth is occurring not only in Puerto Vallarta but also in the southern and northern areas of Banderas Bay, which require greater infrastructure and services.
Which cruise lines currently arrive in Puerto Vallarta?
We welcome cruise ships from San Diego, Los Angeles, and Huntington Beach, as well as globally positioned routes. The main cruise lines are Carnival, Holland America, Princess, and Norwegian. We will be present at Seatrade to continue promoting the destination. This year, expansions to the port are planned to accommodate larger cruise ships, as we currently can accommodate three simultaneously.
Do cruise ships usually stay overnight in port?
Yes, Puerto Vallarta is the port in Mexico where cruise ships stay the longest, averaging between 12 and 13.5 hours, while in other ports the stay is 8 to 11 hours. This is because our port is the most complete and attractive in the country, with a shopping center, hospitals, and pedestrian access to the city center. In addition, the crew takes advantage of the opportunity to shop and receive medical services, which generates significant economic benefits for the city.