Jalisco Is Hot — Here’s What to Know About Mexico’s Booming Pacific Coast State

The Mexican state of Jalisco is anchored by the popular seaside city of Puerto Vallarta and the state’s capital, Guadalajara. Rich in culture, geography, cuisine, art and adventurous pursuits, Jalisco deserves to be on every traveler’s mental map — and that’s a goal that Michelle Fridman, secretary of tourism for Jalisco, aims to achieve.

Guadalajara visitation numbers are on the rise, and Puerto Vallarta reported its strongest tourism year ever in 2024. The much-talked-about region of Costalegre (the stretch of coast between Puerto Vallarta to the north and Manzanillo to the south) is also here, and major hotel developments promise to bring continued attention to the region. 

This month, we talked with Fridman to learn what’s on the horizon in Jalisco, and to gather her pro tips for helping clients explore the best the state has to offer. 

How do you describe Jalisco to travelers who have never been?

We like to promote Jalisco as the most Mexican destination. Mexico receives the most tourists of all of Latin America, and that’s because of our diversity, our flavors, our food, our people, our traditions and our beaches — and Jalisco has all of those things.

When we go out of Mexico to talk about our country, most of the time people ask about tequila and mariachi — these are iconic, and they are from Jalisco. You will find all of the country’s diversity in our state. Of course, Puerto Vallarta is a must — it's the most beautiful beach in the Pacific, by my standards, and you get to have this cute Mexican town right in the middle of the ocean and the jungle. You don’t see many beaches with personality like this.

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Mexico City draws in visitors with its art, history, culture, architecture, cuisine and more. How does Guadalajara, Jalisco’s capital, compare?

I am from Mexico City, and I would say that Guadalajara is just as interesting and fascinating, with all the events, entertainment, art, design and gastronomy that a modern city can offer. It is the second-largest city in Mexico, but it's not so big that you get overwhelmed.

And from Guadalajara, you can go explore our Pueblos Magicos, or go to the beach in Puerto Vallarta. Travelers can take the train to Tequila town, which departs right from Guadalajara’s downtown. In Mexico City, you usually just see Mexico City.

Guadalajara is a modern destination, but it keeps a lot of its traditions intact, with mariachis playing in each plaza, for example, because this was the birthplace of mariachi. You will find Tlaquepaque, a Pueblo Magico, right inside the city. And what’s going on in Guadalajara right now in terms of creativity, art and design is really interesting — like what happened in Mexico City maybe 15 years ago, with new restaurants and new designers coming in. So, it’s this full experience, contemporary and traditional.

Costalegre is a gem, and maybe our best-kept secret.

Where should travelers returning to Jalisco go?

I would send them to any of our Pueblos Magicos, and to Costalegre. Costalegre is a gem, and maybe our best-kept secret. I think it will be the coastal area with the biggest development in the next 10 years.

We have some of the nicest hotels I've ever seen — not only in Mexico, but in the world — on our beaches. Cuixmala, for example, was shocking to me; it’s a beautiful castle, usually used for film shoots and celebrities. It is exclusive, with a private beach and its own safari, with zebras, giraffes and crocodiles. It is a fantastic and massive property, with a lot of things to do. 

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There is also Las Alamandas, the Four Seasons Tamarindo and the mansions of Careyes. And among those super luxury hotels are also cute little places (which are far more affordable) like Punta Perla and Playa Manzanilla. There, the luxury is about nature — you’ll go to the beach and find a man who just pulled hundreds of oysters and clams from the sea, for example.

Costalegre is a pristine stretch of Mexico’s coastline. Will sustainability be prioritized throughout its development?

I would like to think that is possible, and my job is going to be to try as hard as I can to make that happen. I don't have complete control — and I'm saying that after six years of trying to develop Yucatan in the most sustainable way. Yet, there are some buildings you wish were not built there. Ultimately, we hope to avoid what Cancun is.

Of course I want more tourism, but overall, I want better tourism — that's what we're moving toward.

As an industry, there are many things we've learned over the last decade, and what I'm trying to do as a minister is to apply that knowledge toward better development, toward sustainable development. Of course I want more tourism, but overall, I want better tourism — that's what we're moving toward.

Can you give an example of a property that's doing that well?

There are many examples in Puerto Vallarta and in Costalegre. There are plenty of hotels that are off the grid in Bahia Banderas, for example, because that area is so natural that you cannot build. So, what investors have done is set up glamping options, with their own electricity, and their own water treatments.

As an example, there is Casita Maraika, which is 30 minutes away by boat from Puerto Vallarta. Yoga retreats, meditation retreats, sustainable cooking — these are things travelers will find here, because we do care about our environment.

Are luxury properties able to make similar choices?

They are doing so, yes. Cuixmala has a fantastic turtle conservation program, the Four Seasons is doing programs with whales and turtles. And many properties are using local products. And that's where gastronomy becomes really important. Jalisco has one of the most interesting gastronomy scenes that I've seen in Mexico; we make cheese, meat, vegetables, chili, spirits, tequila and more. So, the food scene is growing with talented chefs who are using those local products. And that's also a form of sustainability.

I’d also like to talk about all-inclusives. When I was a minister in the Yucatan during the pandemic, I thought the all-inclusive model would have gone away. I thought, “Who on earth would like to travel this way anymore?” And I’m shocked to see the opposite — it’s growing. Even hotels that were not all-inclusive are becoming all-inclusive. And that’s because the all-inclusive is changing. And I think a mature destination like Puerto Vallarta should set the example of what the new all-inclusive should look like. And I'm not only talking about hotels, I'm talking about destinations. It is integral that everybody can fit in a destination, and [be treated] with respect.

What cultural experiences in Jalisco do you most recommend?

If you go to Guadalajara, you will find plenty of cultural events, art, theater, museums and expositions. If you go to downtown Guadalajara, you'll be amazed by the Hospicio Cabanas and the Teatro Degollado. In Puerto Vallarta, there are art walks and galleries. And our Pueblos Magicos are where you will find the culture and tradition in its best expression, because that’s where the real artisans are working. You will also find many different churches and sanctuaries here.

What’s the best way to access Pueblo Magicos?

Jalisco has 12 Pueblo Magicos, and there are many tour operators who work with them. No matter which region of the state you are in, you'll find a Pueblo Magico nearby. From Vallarta, San Sebastian de Oeste is just 40 minutes away, but it's a completely different climate and a completely different scenario, with cobblestone streets and fog on the mountains, where they cultivate coffee.

There’s also Mascota, there’s Tapalpa, there’s Tequila town. If you go to Chapala — also 40 minutes from Guadalajara — you find Ajijic, which is the most diverse place in Mexico in terms of cultures and nationalities.

With more visitors heading to Jalisco, what does air connectivity look like right now?

We have two of the five best-connected airports in the country: Guadalajara and Puerto Vallarta. We're very well connected, with more than 90 destinations worldwide, and we're well connected domestically, also. And we are continually growing — we just launched more than 15 new routes in the last three months, as well as two new routes to Canada. 

Then, both airports are growing and being renovated. Puerto Vallarta is getting a new terminal, so it's going to be twice as big. Guadalajara just expanded with a second runway, and it just received an award as the most beautiful airport in Latin America — and it is.