Puerto Vallarta recently participated in the International Tourism Fair (FITUR) in Spain, a pivotal event for the destination’s European tourism strategy. A key focus for the city was reviving air connections with Europe, particularly after the impact of Brexit on routes from the UK.
Luis Antonio Villaseñor Nolasco, General Director of the Tourism Trust (Fidetur), emphasized the importance of restoring these connections. While a direct flight from Prague currently operates seasonally, and Aeromexico offers year-round service from Madrid to Guadalajara, the city aims to re-establish routes from key European markets such as England, Switzerland, Germany, France, Italy, Spain, and Poland.
Villaseñor Nolasco acknowledged the challenges posed by the global aviation industry, including the delivery of new aircraft to airlines. However, he expressed optimism about potential new routes starting in 2026. To facilitate this, Fidetur is actively exploring economic incentives for airlines and showcasing the destination’s diverse offerings to potential partners.
The return of TUI Airways Thomson to the Puerto Vallarta market is a significant goal. The airline prioritized European routes following Brexit, and its return to this popular Mexican beach vacation destination hinges on favorable market conditions and addressing competitive pressures.
Beyond direct flights, Fidetur is also exploring niche markets and circuit tourism opportunities. The city is actively promoting its luxury, golf, cultural, and sporting offerings, while also leveraging the existing Madrid-Guadalajara flight to connect with European groups visiting other parts of Mexico. Meetings with Spain’s Conexstur, a network of tourism exporters, further solidified plans to promote Jalisco as a key destination for European visitors.
Villaseñor Nolasco emphasized the fair’s success, noting Puerto Vallarta’s strong presence within Jalisco’s impactful Mexican pavilion. The delegation held 53 meetings with companies, 12 media outlets, and key partners like Expedia, Air Canada, and Transat to boost destination sales.
“FITUR allowed us to identify new opportunities and build strategic alliances for the year ahead. The results were highly encouraging,” he concluded.
With these efforts, Puerto Vallarta continues to position itself as a premier destination for international travelers while paving the way for long-term growth in European markets.
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