Puerto Vallarta, Mexico – Jalisco is welcoming a growing number of Canadian visitors, with over 258,000 arriving in the first half of 2025 – a 5% increase from the previous year. The rise comes as the state strengthens its reputation as one of Mexico’s most iconic and inclusive destinations, backed by improved air connectivity, cultural richness, and a wide variety of natural attractions.
Tourism Minister Michelle Fridman highlights Jalisco’s unique appeal, calling it “the most Mexican destination of all.” As the birthplace of tequila, mariachi and charrería, the state offers visitors a truly authentic cultural experience. With 12 Pueblos Mágicos, a celebrated food scene, stunning beaches, and mountain escapes, Jalisco offers a rich mix of tradition, modernity, and adventure.
Puerto Vallarta continues to be a favorite among Canadian travelers, especially during the winter months. Its charming cobblestone streets, diverse dining options, beach activities, and proximity to lush natural reserves like the Vallarta Botanical Garden make it a top coastal escape. Nearby Cabo Corrientes offers a quieter alternative for travelers seeking boutique accommodations and unspoiled shores.
Inland, Guadalajara – the country’s second-largest city – draws visitors with its colonial architecture, museums, street art, vibrant LGBTQ+ scene, and thriving culinary landscape. Just outside the city, Chapala and Ajijic are popular with Canadian snowbirds thanks to their year-round mild weather and welcoming communities. Other mountain towns like Mazamitla, Tapalpa, and San Sebastián del Oeste attract visitors seeking forest scenery and rustic charm.
The Costalegre region, stretching south from Puerto Vallarta, is quickly gaining recognition among luxury travelers. Known for its untouched beaches and eco-conscious resorts, Costalegre welcomed the Four Seasons Tamarindo in 2024 and will soon be home to the Six Senses Xala. Other standout properties include Careyes, Cuixmala, and Las Rosadas.
Jalisco has also invested in innovative digital tools to enrich the visitor experience, such as augmented reality installations at cultural landmarks like Museo Cabañas in Guadalajara. The state continues to promote sustainable tourism in protected natural areas including the Sierra El Cuale and Chamela–Cuixmala Biosphere Reserve, working closely with local communities and conservation groups.
Air connectivity has played a key role in this tourism boom. The state now offers over 775,000 annual seats from Canada – a 9% increase over last year. Puerto Vallarta remains the main gateway, but Guadalajara is gaining ground with new routes. This fall, Air Canada will launch direct flights from Toronto, while Air Transat will begin service from Montreal. Flair Airlines will boost its Vancouver–Guadalajara route to five weekly flights in December, and Air Canada will operate daily service from Vancouver to Puerto Vallarta during high season.
Tourism leaders have also strengthened regional ties through the Gala Vallarta-Nayarit, one of Mexico’s longest-running tourism events. This year’s edition drew more than 90 travel agencies and 115 hotels, reinforcing the Banderas Bay region’s appeal to North American markets.
Jalisco will continue to shine on the international stage with a lineup of major events, including the 2025 Ariel Awards in Puerto Vallarta, four matches of the 2026 FIFA World Cup, ITB Américas, and the Spirits Selection by Concours Mondial de Bruxelles. In 2024 alone, tourism generated more than 21,000 new jobs, with over 152,000 formal positions in the sector.
With its unmatched cultural heritage, natural beauty, and welcoming atmosphere, Jalisco is solidifying its role as a top destination for Canadian travelers and a leader in Mexico’s growing tourism industry.
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