Puerto Vallarta, Jalisco, Mexico - During last week's World Tourism Day celebrations in Puerto Vallarta, the Jalisco Secretary of Tourism, Enrique Ramos Flores, announced that Air Transport Regional (TAR) is set to begin operations in the state capital in November, and will begin offering flights to Puerto Vallarta and four other cities.

The new airline's goal is to make it easier for people to fly from Guadalajara to popular Pacific Coast destinations by offering more competitive rates than the existing airline companies. The official said the new airline has confidence in the recovery of tourism within the country, so it will begin operations just before the winter holiday period with the intention of making it easier for travelers from Guadalajara to spend their winter vacations in Puerto Vallarta.

TAR Executive Director, Enrique Salvador Guerrero Nieto, noted that the airline's base is currently in Querétaro, but in July, the airline will open a second operations center in Guadalajara that will extended travelers' access and open new routes to other Mexican cities. Their intention is to continue growing over the next year in markets that have been neglected by Mexicana airlines and to consolidate routes with high demand.

"We want to enhance the cultural tourism, city, and regional levels and will open routes that these markets need at an affordable price," he said, adding that "the national tourism market will continue to grow and it is recovering steadily after the 2009 crisis."

Puerto Vallarta will be the first beach destination TAR flights from Guadalajara will cover, and the airline intends to open other routes from Querétaro, Toluca and Mexico City, as demand increases among travelers from the center the country.

The Jalisco Secretary of Tourism was pleased that the airline industry entrepreneurs are betting on Puerto Vallarta, saying that it is a sign that aviation organizations believe that national tourism is on the rise and that they trust our city to deliver an enjoyable beach vacation experience.