Puerto Vallarta Projects $17 Billion in Revenue with Vallarta Pride 2025 and Strengthens its Global LGBTQ+ Alliance
Puerto Vallarta is preparing to welcome more than 40,000 visitors during the 12th edition of Vallarta Pride, to be held from May 17 to 25, in what is consolidating as a key event for the tourism and hospitality industry in the region. With an estimated $17 billion pesos in economic revenue, the festival represents approximately 40% of the municipality’s tourism GDP, according to local figures.
The projected impact of the event lies not only in the volume of tourists—mostly from the United States and Canada, with 30% identifying as part of the LGBTQ+ community—but also in the multi-sector activation of airlines, hotels, travel agencies, DMC operators, MICE events, and gastronomic experiences.
This year, Vallarta Pride announced an agreement with the International LGBTQ+ Travel Association (IGLTA), an organization supported by UN Tourism, which connects more than 11,000 global members specializing in LGBTQ+ tourism. The agreement represents a key networking and international positioning strategy that could open new marketing channels for local tourism stakeholders.
With the motto “The future has no gender,” the 2025 edition will also serve as the opening event for global Pride Month, featuring 22 inclusion-oriented activities, including concerts, health talks, theater, runways, auctions, and the now-traditional float parade. The calendar seeks to attract both leisure markets and high-spending segments linked to lifestyle events and experiences.
Puerto Vallarta thus strengthens its position as an LGBTQ+-friendly destination in Latin America, with a tourism portfolio that ranges from luxury resorts and short-term rentals to gourmet and wellness experiences, sectors where the LGBTQ+ community historically represents a high average ticket size and brand loyalty.
The inclusion of Mexican Sign Language in all official activities—the only one of its kind in the region—and the event’s active membership in the NYC Pride circuit make it a case study in terms of accessibility, diversity, and commercial positioning for other Latin American destinations seeking to diversify their offerings.
For tourism industry stakeholders from OTAs to airports and travel marketers—Vallarta Pride is more than a cultural event: it is a strategic platform for branding, market activation, and business generation with growing regional export potential.
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