Puerto Vallarta Business Leaders Launch Strategic Plan to Revive Tourism

Puerto Vallarta is facing a drop in visitor numbers and changes in tourist behavior, prompting local business leaders to step forward with solutions. Representatives from Coparmex, Canaco, and CANIRAC presented their Initiatives to Strengthen Tourism, aiming to revitalize the city’s economy and create a clear, long-term tourism agenda.

According to Francisco Vizcaíno Rendón of Coparmex, the decline isn’t just seasonal; it reflects deeper shifts. Visitors today often prefer self-sufficient travel, preparing their own meals, staying in fully equipped rentals, and reducing spending at restaurants and shops. This trend has impacted small businesses and the city’s economic heart.

The proposed plan focuses on key cultural and tourist areas such as the Malecón, Río Cuale, and the Cerro neighborhood, offering themed walking routes, cultural and music experiences, and highlighting landmarks like local lighthouses and Calle Matamoros. It also integrates points of arrival like the airport, central bus station, and Puerto Mágico, providing clear, bilingual information for tourists without pre-planned itineraries.

The initiative emphasizes sustainability, professionalization of services, and urban improvements including sidewalks, streets, and abandoned buildings. The plan combines private sector expertise with municipal support to boost year-round visitor spending, strengthen local commerce, and position Puerto Vallarta as a destination with identity, quality, and competitiveness.

Business leaders say this is just the first step, promising ongoing collaboration with city and state authorities to implement these strategies and bring Puerto Vallarta’s tourism back to life.

 MIGUEL GONZALEZ GUERRA,