Puerto Vallarta, Jalisco, Mexico – Puerto Vallarta continues to make steady progress in recovering from the tourism and economic effects of the events of February 22, with local officials optimistic that the destination could return to pre-impact levels by early 2027.
Alejandra Cornejo Cornejo, the municipality’s Director of Economic Development and Tourism, said the recovery has been gradual, with March proving to be the most challenging month as tourist activity experienced its largest decline.
Since then, the city has steadily narrowed the gap. Cornejo noted that the Easter holiday period marked an important turning point, helping Puerto Vallarta regain momentum and move closer to the tourism levels recorded in 2025.
“We can say that we are overcoming the lowest point, which occurred in March,” Cornejo said. “Since Semana Santa and Easter, we have continued closing that gap and getting closer to the figures we maintained in 2025.”
Looking ahead to the upcoming winter travel season, tourism officials are encouraged by positive signs in both the domestic and Canadian markets. The U.S. market, however, continues to recover more slowly, with some airlines operating smaller aircraft on routes to Puerto Vallarta.
According to Cornejo, travel demand from the United States remains softer than expected, reflecting a broader trend of fewer Americans traveling to Mexico. As a result, maintaining existing air service will be essential to supporting the destination’s continued recovery.
“We expect a significant rebound in January and February,” she said. “Above all, we need to maintain those flight frequencies and the direct connections that have been secured for our city. Those routes are what keep a strong flow of both domestic and international visitors.”
To strengthen its position, Puerto Vallarta is focusing on improving tourism competitiveness through ongoing training programs for hotels, restaurants, tour operators, and other service providers. The municipality also plans to continue supporting promotional events organized by the Puerto Vallarta Tourism Trust and the Jalisco Ministry of Tourism.
Cornejo said this period offers an opportunity for the tourism industry to enhance service quality and prepare for the high-demand months ahead.
“Our priority is to continue strengthening tourism competitiveness, expanding training opportunities, and developing events so we are ready as the gap continues to narrow toward November and December,” she explained.
The municipality also sees the domestic travel market as playing a vital role during the coming months, particularly throughout the summer vacation season. At the same time, officials are placing increased emphasis on the meetings and conventions segment, which helps reduce seasonal fluctuations by attracting visitors throughout the year.
Free professional development and training programs for tourism businesses will remain available as part of the city’s long-term strategy.
With continued investment in service quality, air connectivity, and tourism promotion, Puerto Vallarta aims to enter the next winter season in a stronger position and achieve a full recovery of visitor activity by early 2027.
For over 25 years, Banderas News has been the pulse of Puerto Vallarta, bringing you stories that matter most to residents and visitors alike. From breaking news to exciting events and cultural features, we’ve been dedicated to keeping you informed and connected – free of charge. Your contribution helps us maintain this commitment and continue serving our community.
