Puerto Vallarta, Jalisco, Mexico - The Puerto Vallarta Tourism Board has announced that preliminary occupancy rates for the destination's hotels show a 4% increase in tourism arrivals as compared to 2016 when the destination had its most successful year in hotel occupancy since 2008 with an 80% occupancy rate.

"2017 looks to be another record year for Puerto Vallarta with the first two months of the year already showing positive numbers and, per our hotels' data, this February, Puerto Vallarta will be receiving the highest number of visitors for the month since 2008," said Agustín Álvarez Valdivia, Director of the Puerto Vallarta Tourism Board, as he presented the latest news from the destination at this year's Gala Vallarta-Nayarit which took place on February 8 and 9.

The trade show is Puerto Vallarta's largest trade event with the participation of international and local travel industry members which this year included representatives from Air Canada, Air Transat, American Airlines Vacations, Apple Vacations, Best Day Travel, Book it, Delta Vacations, Expedia, Gran Plan Aeroméxico, Priceline.com, Southwest Vacations, Sunwing Vacations, West Jet Vacation and others.

"The mood was very positive, US and Canadian buyers were optimistic and we are looking forward to continuing our successful track of annual growth in arrivals as reported every year since 2008," said Alvarez Valdivia.

In January, Puerto Vallarta hotels reported occupancy levels over 90% and the airport reported a 6.1% increase in national arrivals and a 9.9% increase in international arrivals. This is in part due to the new flight between Milwaukee and Puerto Vallarta with Norwegian Airlines. February should have similar numbers with another new flight with Southwest which, as of this week, connected Oakland with PRV.

The Director cautioned that Puerto Vallarta and the tourism world is vulnerable to many outside elements such as the exchange rate and political climates around the world and the Board would not decrease its work. "We have to continue to work as if we were in crisis mode. We must continue working towards an increase in arrivals. Because of this we have developed a strategic work plan with our promotions and public relations departments and contracted agencies that are pro active in our promotion of the destination to ensure we uphold the success the destination is currently having."

Part of the board's plans includes an increased presence in emerging markets for Puerto Vallarta, including Europe, South America and Mexico.

Alvarez Valdivia said that part of the success Puerto Vallarta has had is because of the successful promotional and results-focused Vallarta-Nayarit campaign which has opened new flights to the destination from cities around the world and the award-winning relationship between the Tourism Board, the Puerto Vallarta CVB, headed by Miguel Andres Hernandez, the City of Puerto Vallarta, and the State of Jalisco.

This active partnership has attracted numerous events to the city as well as numerous investments in hotel infrastructure, along with the airport and cruise port, which both continue to report a continuous increase in arrivals to Puerto Vallarta.