Puerto Vallarta and Riviera Nayarit work together to promote region
IAN STALKER
Puerto Vallarta and Riviera Nayarit have again staged their annual border-crossing show that showcased two destinations seen as providing noticeably different vacation experiences, and nearing three decades of teaming up to do so.
The Pacific Coast-fronting destinations held Gala Puerto Vallarta-Riviera Nayarit last week, with Riviera Nayarit Hotel Association president Jesus Carmona saying the tourism regions are intertwined, something that serves those staying in in either Puerto Vallarta or the Riviera Nayarit well.
“We have to really work together. We are not separated. We are united,” he said, adding that that “charming” Puerto Vallarta has a distinctly Mexican flavour.
The Riviera Nayarit — found immediately north of Puerto Vallarta — on the other hand is a much newer vacation spot, among other things offering guests modern resorts in what’s said to be the fastest-growing tourism region in Mexico.
Tourism authorities in both regions encourage visitors to explore the other’s attractions, something they say will enhance visitor experiences.
“We have been using that in our marketing,” Carmona said of the proximity of the two locales.
Tourism officials say there has been a broadening of interest in the show, with Luis Villasenor of the Puerto Vallarta Tourism Board labelling it the “most important event” for regional tourism. “Here’s where we start the season,” Villasenor said.
Villasenor noted that the 29th edition of Gala Puerto Vallarta-Riviera Nayarit drew 171 buyers, virtually double last year’s figure, suggesting a growing following.
Organizers welcomed heightened representation from niche markets, as well as participants from Peru, Colombia, Guatemala and Costa Rica, giving it a more international flair.
Gustavo Rivas-Solis, who works in Nayarit tourism and was involved with the show, applauded the broadening interest.
“Gala Puerto Vallarta-Riviera Nayarit went pretty smoothly even though in terms of hosted professionals, the number was almost triple that of other years,” he said. “Last year we included the niche segments of MICE and LGBTQ but they were all USA and Canadian professionals. This year we went from 10 MICE to 37 from Mexico and from five LGBTQ media from the USA and Canada to 15 from Mexico, in addition to niche professionals from luxury, and golf.”
Rivas-Solis noted that top sellers from Conextur and Volaris, who came from Peru, Colombia, Guatemala and Costa Rica, were also in attendance. He said the post trips also went well, with the golf group visiting seven of the nine golf courses in Nayarit while the LGBTQ group visited nine properties and had suggestions for what should be added to their agendas.
“I was pretty proud of this as it shows the commitment the destination has for this segment,” he said. “Last year we held the first Pride Parade in the Magical Town of Jala, which was really a highlight of 2023’s Gala, and this year we continued to position this traveler in the destination’s top properties. The media got to experience the polo fields in the destination as well as the luxury and romance teams.”
Rivas-Solis also noted that the show saw very productive meetings with Transat, Air Canada, Sunwing and ALG.
The Puerto Vallarta-Riviera Nayarit marketing campaign will continue this year as per the minister of tourism of Jalisco and Nayarit.
“Overall, we are all very proud of this year’s event and we look forward to next year’s historic edition which will mark the 30th edition of Gala Puerto Vallarta-Riviera Nayarit,” he shared.
