Puerto Vallarta FITUR 2026. With a strong representation from its tourism industry, the destination played a key role in promoting the State of Jalisco.
Represented by a delegation headed by the Governor of Jalisco, Puerto Vallarta had a prominent presence at the International Tourism Fair (FITUR) in Madrid, Spain, where it promoted its countless tourist attractions to more than 155,000 industry professionals, including travel agents, airline representatives, tour operators, technology companies, and other important players in the sector.
At this 46th edition of FITUR—held from January 21 to 25—the focus was on consolidating the tourism brand’s presence to improve connectivity and thus increase tourist flows and, consequently, tourism revenue for the destination and the state’s GDP; it also strengthened commercial relationships with strategic partners.
To showcase Jalisco’s rich cultural, artisanal, and gastronomic heritage to the global market, the State Government, through the Ministry of Tourism, implemented a high-level strategic agenda throughout the event.
Michelle Fridman Hirsh, Secretary of Tourism, emphasized the strategic importance of this participation, highlighting that Jalisco not only boasts cutting-edge infrastructure with the two best-connected airports in the country, but that its greatest strength lies in its diversity.
Puerto Vallarta had a historic presence with a delegation comprised of numerous members of its tourism industry, including the hotels Almar, Casa Carmen, Eloísa, El Pescador, Emperador, Hotel Rosita, Las Palmas by the Sea, Marriott, River Park Hotel, The Westin, Tropicana, and Velas Resorts, as well as the DMC Procesa and experience providers River Park and Mantamar Beach Club with their event offerings.
Thus, a well-represented delegation was formed, headed by the Governor, the Secretary of Tourism, municipal authorities, Grupo Aeroportuario del Pacífico (Pacific Airport Group), CANIRAC (National Chamber of the Restaurant and Seasoned Food Industry), business leaders, members of the technical committee, and representatives of the Puerto Vallarta Tourism Trust, to collaboratively generate agreements and alliances.
Together, alliances were strengthened in markets such as Canada, the United States, Spain, England, Poland, Portugal, the Czech Republic, Colombia, and Paraguay, continuing connectivity negotiations with key European markets and seeking sister city relationships.
Throughout the event, more than 60 meetings were held with business partners—wholesalers, consortiums, hotel banks, airlines, OTAs, and travel agencies—as well as targeted activations aimed at the end consumer to invite them to Jalisco, the World Cup host city where the Spanish national team will play. Meetings were also held with more than 300 travel agents convened by partner W2M and with specialized tourism media outlets.
Hosting the World Cup gave Jalisco significant visibility, which was leveraged through numerous activations, a large booth at the fair, and a strong presence of its delegates, catering to diverse segments such as leisure, luxury, tour operators, LGBTQ+, sports, cultural, and adventure tourism.
As a key component of the Jalisco delegation, Puerto Vallarta’s participation in FITUR 2026 was designed to generate impact for the destination starting in June, fueled by World Cup fever, and continuing through the end of the year, given its strong tourist appeal and connectivity.
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