Guadalajara, Jalisco, Mexico – Jalisco’s tourism sector is expanding its outreach in Canada as part of a broader strategy to strengthen international visitation and reinforce one of its most important overseas markets. The effort follows a recent visit to Michelle Fridman, Jalisco’s Secretary of Tourism, to Calgary, where she met with tourism officials and industry representatives to deepen collaboration and promote the state’s diverse travel experiences.
Fridman highlighted Canada’s long-standing role in Jalisco’s tourism success, noting that Canadian travelers have consistently contributed to the state’s visitor numbers and economic stability. Meetings in Calgary focused on strengthening partnerships with travel agencies, tour operators, airlines, and destination marketers, with the goal of encouraging repeat travel while reaching new audiences across Canada.
Jalisco’s appeal lies in the variety of experiences it offers. Visitors can explore the cultural and historical landmarks of Guadalajara, relax along the Pacific coast in Puerto Vallarta, or travel inland to discover tequila-producing towns, traditional cuisine, and regional festivals. Tourism officials are also promoting eco-tourism, adventure activities, and wellness travel, sectors that continue to grow in popularity among Canadian visitors.
The initiative builds on a steady recovery in international tourism following the global pandemic, with Canadians playing a key role in that resurgence. Convenient air connections from major cities throughout Canada make Jalisco an accessible destination for both short escapes and longer vacations, supporting year-round travel.
Increased Canadian visitation brings widespread economic benefits to communities across the state. Visitor spending supports hotels, restaurants, tour operators, transportation services, and local artisans, while also helping to create jobs and strengthen regional economies. Tourism leaders emphasize that this economic activity contributes to long-term sustainability by supporting small businesses and preserving cultural traditions.
By expanding tailored marketing campaigns, strengthening industry partnerships, and maintaining close ties with Canadian stakeholders, Jalisco aims to build on existing momentum. Officials say the continued focus on Canada will help ensure balanced growth, deeper cultural exchange, and a strong future for the state’s tourism industry.
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