Puerto Vallarta, Mexico - So far this year, the Internet has dominated as the primary means of promoting Puerto Vallarta in both the domestic and international markets.

The Director General of the Tourism Board (FIDETUR), Guillermo Ochoa Ohem, recently announced that Puerto Vallarta will continue to be promoted through the mixed medias of internet, print media, radio and television.

However, for the international market (comprising of the U.S. and Canada), the Internet will account for 90% of the publicity campaign budget, while only 10% will be invested in traditional print media, such as newspapers and magazines.

In the domestic market, the distribution of advertising campaign resources over different media is more equitable. Although the Internet continues to lead with 58% of allotted resources, newspapers, magazines and radio will see 41%. It should be noted that television will only account for 1% of total resources.

Ochoa Ohem explained that the distribution of resources corresponds to the media trends in each market and will result in the optimization of the budget allocated for the promotion of Puerto Vallarta in Mexico and abroad.

To date, the Puerto Vallarta Tourism Board has invested almost $12 million pesos on advertising campaigns in 2012, which was funded by the implementation of the 3% lodging tax. Of these resources, the North America campaign accounted for $6,942,770 pesos, while the national campaign accounted for $4,999,872 pesos.

The Mexico Tourism Board also added financial support to the campaign, as did American, Canadian and Mexican trade partners, for a total investment of $34,303,516 pesos.