A Q&A with Luis Villaseñor, managing director of Puerto Vallarta Tourism Board
July was a historic month for Puerto Vallarta as the destination saw an increase of 23.3% in arrivals compared to the same month in 2019.
Travel Courier caught up with Luis Villaseñor, managing director of Puerto Vallarta Tourism Board, to find out more about what’s new, what’s hot and all about the new virtual Travel Agent Academy.
Puerto Vallarta reopened to tourism in June 2020, and we have enjoyed the best recovery among any of Mexico’s leading sun and sand destinations in terms of hotel occupancy and international arrivals. In 2020, we averaged 38% hotel occupancy — the best of any of the top three leisure destinations in Mexico.
During 2021 Puerto Vallarta continues to be the leader, in these first seven months, the average hotel occupancy has been 52.64% — considering that hotels were operating at 66% capacity the first five months, hotels can now operate at 80% capacity — for the same period in 2019, the hotel occupancy was 76.99%. The recovery continues to gain strength as last July reached 73% versus 77.7% in 2019.
In terms of international arrivals, July was historic with an increase of 23.3% compared to the same month in 2019 (prior to the pandemic). This year The Puerto Vallarta International Airport welcomed 240,800 passengers versus 195,300 in 2019. So far in 2021, we have recovered 56% of the number of international passengers from January to July compared to the pre-pandemic figures in 2019 (2,165,900 in 2019 versus 1,169,100 in 2019).
Without a doubt, the Canadian visitors have been “the push that was missing” to recover the pre-pandemic figures. The five airlines that flew before the pandemic have confirmed their return this year in the coming months, currently only WestJet operates flights to our destination.
Finally cruises, the important segment that was pending to be reactivated. On Aug. 24, Puerto Vallarta welcomed the first tourist cruise ship after more than a year — Carnival Cruise Lines’ Panorama.
Puerto Vallarta is one of Mexico’s most popular leisure destinations and a preferred travel option for North American travellers. The aim of introducing Puerto Vallarta Specialist through a virtual training platform is to expand knowledge of the destination among certified partners who specialize in sun and sea destinations.
We seek to update travel advisors on new products in the destination and the biosecurity measures implemented. Additionally, to provide them sales tools on new niches/segments such as wellness, outdoor adventures and romance/weddings that have been very strong in the destination and keys to its recovery. Also the elements that make us unique and that travellers are looking for to live a “revenge experience/moment.”
The travel agent has always been a key ally for the sale of the destination and now in times of pandemic their role is more important to recommend safe places and provide travel assistance in case of any eventuality. The destination has always recognized the importance of them and therefore this campus is available 24 hours a day, 7 days a week.
The state of Jalisco, which includes Puerto Vallarta, has had a responsible management of the pandemic which has allowed progress in both the health and economic reactivation. Since June 15, 2020, our city is open to receive tourists and currently the 90% of employees in the tourism sector have been vaccinated, two out of three locals have been vaccinated and only those under 18 years of age are waiting for the vaccine. We expect that by the end of 2021, 55% of the annual average hotel occupancy will be reached, the Canadian market will be key to achieve this and to be able to get as close as possible to the 2019 figures (72.4%).
Some of the most exciting new tourist-facing developments in Puerto Vallarta include:
- The luxurious Almar Resort Luxury LGBT Beach Front Experience recently launched its 50-room Mantamar Tower and the new Eden Pool and Lounge Garden, which was unveiled on Playa de Los Muertos in April. Other enhancements to Puerto Vallarta’s resort and boutique hotel offering include Sunset Plaza Hotel, which added 100 guestrooms and suites with chic, modern décor and ocean views in December 2020; the launch of the 72-room South Tower at Hotel Mousai, which includes new dining, spa, and outdoor wellness amenities. Finally Hotel Amapa, a new minimal, modern and Mexican hotel that will open its doors soon.
- TierraLuna, an innovative new shopping and entertainment complex, celebrating the region’s rich culture and customs with restaurants, boutique shops, and work by prominent local artists in a Zen-like space in the south of Puerto Vallarta at Garza Blanca Preserve. The space, which launched on June 1, welcomes weekly organic farmers’ markets and art exhibits, and comprises a family carousel, outdoor living rooms, an outdoor deck for yoga classes and meditation, and events space. Four restaurants offering international and local cuisine from top chefs are slated to open in November 2021.
- Grupo Vidanta is launching VidantaWorld, which will comprise three ‘dream parks’ for couples, families, and groups of friends to experience during their stay. In preparation for the entertainment district’s upcoming first phase, the group has already unveiled the SkyDream – a state-of-the-art aerial gondola that will transport visitors between the parks across all 2,500 acres of the attraction. The first phase of the VidantaWorld includes the immersive dream park, a jungle-themed park with ancient ruins, shops, dining options, and a lake show featuring animation, fountain jets, and musical performances. Later phases include a water dream park and a Cirque du Soleil residency.
- Majahuitas Beach Club – launched in the south on the coastal strip of Majahuitas Beach at the beginning of 2021 the beach club is accessible by boat and 18 miles from downtown Puerto Vallarta. The nature-centric beach club offers nearly 600 feet of pristine sands and underwater caves. Travellers can enjoy mountain hikes and thoughtful programming, which includes open-air music concerts, barefoot dining, and paddle boarding.
- Velas Resorts’ Táu Beach Club in the exclusive Marina Vallarta enclave launched in February as a new adults-only beach club. It is available for weddings (up to 250 people), as an oceanfront meeting or event space for corporate groups, and for day use. A collection of personalized services and amenities, from an infinity pool, Jacuzzi, and ultra-cozy Balinese beds to chaise loungers with umbrellas and an air-conditioned games room with pool table.
- Mixto Beach Club: Mixto Beach’s design, with soft lines, neutral tones and natural materials, seems to blend with nature. Its healthy menu makes it a favourite amongst vegetarians, and their cocktail options include creative mixology. Located in Quimixto Beach, where you can admire a gorgeous view of the Pacific, whether relaxing on a beach bed or a bean bag chair.
- Wikari Beach Club: The beautiful beaches of Quimixto are the natural scenario for this beach club, whose name honors the Wixarita, or Huichol, culture. Connecting with nature is inevitable in this spot, which offers local delights and refreshing cocktails whilst you dip in and out of the ocean. Interesting to know that this beach club also promotes the economic development in the area.
- Mariposario Jardin Magico – the butterfly sanctuary originally opened in March 2020 and re-opened in March 2021 and offers a mix of peace and beauty with local flora and fauna, most notably butterflies of various species, sizes, and colours. Located at Calle Golondrina on the northern outskirts of the city, just five miles from the marina.
- The latest nature-led attraction to launch is Xihutla Reserva Ecologica a family-friendly eco-park where visitors can immerse themselves in the jungle landscape, see indigenous birdlife, fauna and flora and participate in active pursuits such as horseback riding, hiking, cycling, river and zip lining. The reserve is also home to a BBQ restaurant with vegetarian and kid-centric options.
- Mar y Vino: ‘Sea and Wine’, a brand-new concept rooftop restaurant and bar launched this spring where dining tables are set in a shallow pool at Playa Los Arcos Hotel Beach Resort & Spa. Extends terrace spaces, a gourmet seafood-focused menu, and artisan cocktails overlooking the Malecon.
- El Grullo Naturista: El Grullo Naturista is a little piece of paradise south of Puerto Vallarta, where that offers health and wellness retreats so that you can begin the wonderful journey of healing inside and out. An eco-resort with boho-style casitas facing the sea, fresh and nutritious food every day, a spa, wellness experiences, outdoor activities and the best service from professionals in the area of wellness and hospitality.
Canada is the second most important market for Mexico and for Puerto Vallarta, its importance lies in the number of visitors and long average stays. Canadians are lovers and enthusiasts to explore the local culture and nature. Before the pandemic, five airlines flew, including Air Canada, Air Transat, Sunwing, Swoop and WestJet, connecting with 16 cities in Canada. The Puerto Vallarta International Airport was, in Latin America, the one with the largest number of Canadian cities with direct flights. Our goal is to regain that leadership.
In 2019, there were 2,296,061 Canadians who visited Mexico, by 2020 there were only 948,319 travellers from that country, which represented a decrease of 59%. For this 2021, from January to May only 33,871 visitors from “the land of the maple leaf” have come to our country.
In 2019, 438,015 passengers visited our destination, in 2020 the first three months (the most important in operation), contributed to bringing the figure to 198,230 tourists and for this 2021, the panorama continues to be low after the restriction measures established in that country. As of May of this year, only 4,714 Canadians have arrived. Puerto Vallarta will seek to recover at least 10% of the number of visitors we had in 2019.
Puerto Vallarta offers unique and incredible options to make the most of Revenge Travel:
- Colomitos, the smallest beach in Mexico
- Discover the fourth most beautiful Botanical Garden in North America (Vallarta Botanical Garden)
- Swimming with wild dolphins
- Swimming with horses
- Mariposario Jardin Magico, the only butterfly sanctuary among the beach destinations in México
- Visit El Salado, the only urban estuary in México
- Cross the world’s longest suspension bridge for all-terrain vehicles “El Jorullo Bridge”
- Try the “Superman,” one of Mexico’s longest and fastest zip lines.
- Explore the Marietas Islands and its exotic hidden beach.
- Release baby turtles or the humpback whales watching during season
Admire the city from Matamoros Lighthouse or Cerro de la Cruz, hiking to Colomitos (the smallest beach in México), eat “pescado zarandeado” and try “Cuala” for dessert, as a digestive try a “raicilla” from Hacienda El Divisadero, recently awarded in Paris and NYC.
- The new airport terminal at Puerto Vallarta International is set to launch in 2024 as one of the first to be designed under the concept of Net Zero environmental sustainability, which effectively integrates the sustainable management of the environment, zero carbon footprint, recycling capacity, and optimal use of water, among other exacting standards.
- Hotels and resorts span family-friendly properties with activities and experiences for all ages, adults-only retreats for couples and friends, and mountainside lodges for solo wellness and pet friendly travel. From beach hopping to adrenaline-filled adventures to authentic local cuisine and street art galleries, there is something for everyone with convenient and affordable transport options throughout the city and its surrounding areas.
