Puerto Vallarta has become the Jalisco launch site for the national program Avanzamos por México (Moving Forward for Mexico), a strategy led by Mexico’s Federal Ministry of Tourism in partnership with BBVA to strengthen tourism businesses ahead of the 2026 FIFA World Cup.
The initiative is designed to directly support merchants, artisans, travel agencies, hotels, and other tourism service providers in Puerto Vallarta and across the state’s Pueblos Mágicos. Through digital tools, access to financing, and expanded promotion, the program aims to help businesses modernize and prepare for the expected surge in visitors in 2026.
The choice of Puerto Vallarta as the Jalisco launch site underscores the city’s status as a premier beach destination. During the event, Juan Pablo Martínez Torres, Cabinet Manager for Prosperity, Economic Development, and Tourism, highlighted how the program will strengthen small and medium-sized enterprises. By prioritizing technological modernization, the initiative ensures that local businesses are not just participants in the upcoming festivities, but leaders in providing world-class service to thousands of World Cup travelers.
This forward-thinking approach is built upon five essential pillars: planning, infrastructure, professionalization, promotion, and marketing. Marte Molina Orozco of the Federal Ministry of Tourism explained that these foundations are designed to create a more resilient and competitive tourism sector.
Jalisco’s Secretary of Tourism, Michelle Fridman Hirsch, further noted that the state is currently at a pivotal moment, praising the seamless coordination between government officials and private sector partners that has made Puerto Vallarta an exemplary model for the rest of the country.
Practical financial support is a cornerstone of this initiative, bridging the gap between traditional craftsmanship and modern commerce. Jaime Jiménez Urías, Regional Director at BBVA, detailed the specific resources available, which include point-of-sale terminals, digital payment links, and credit options with competitive rates. These tools allow even the smallest vendors to accept electronic payments and access financing, effectively integrating them into a digital economy that generates greater long-term benefits for the entire community.
As the 2026 World Cup approaches, these enhancements will solidify the region’s reputation for hospitality and innovation. By equipping the local workforce with better technology and increased promotional support, Avanzamos por México ensures that the economic impact of the soccer tournaments will be felt in every corner of the tourism sector, from large luxury resorts to family-run restaurants and artisan stalls.
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