Puerto Vallarta, Mexico - Javier Aranda Pedrero became general director of Puerto Vallarta's tourism board in April, coming to the role with 25 years in the tourism industry.

As director, Aranda Pedrero is committed to continuing to market Puerto Vallarta and sister destination Riviera Nayarit as a unit: Puerto Vallarta with its city-meets-beach feel, and Riviera Nayarit for its secluded beaches and jungles.

"We have a very strong plan for the next three years together, and we are going to be enforcing all of our best values of the destination," Aranda Pedrero said. "We have the benefit of the Banderas Bay, as well as the small, Magical towns that surround the region, and all the activities that the mountains behind us offer."

He says that the tourism board is focused on attracting new markets of people and will do so by promoting the cultural, musical and sporting events that Puerto Vallarta has to offer to show the destination off as a haven for young travelers, as well, not just the typical older demographic that tends to flock to its beaches and hotels.

Currently the tourism board is in the process of creating this calendar of events that will appeal to the younger markets in hopes to make Vallarta a year-round destination for culture and activities, not just a beach winter escape.

Read the full article on TravelWeekly.com.