the travel trade converged at Vidanta Nuevo Nayarit Conference Center for the 30th edition of Gala Riviera Nayarit-Puerto Vallarta 2025, showcasing tourism offerings of Nayarit and Jalisco, the two states bordering Mexico’s sun-drenched Pacific Ocean.

The Gala is one of Mexico’s longest-running trade events. As Nayarit continues to seek greater brand awareness, the Ministry of Tourism, Juan Enrique Suárez del Real Tostado, is working closely with key tourism groups, including ASTA (American Society of Travel Advisors), USTOA (United States Tour Operators Association), ATTA (Adventure Travel Trade Association), IGLTA (International LGBTQ Travel Association) to expand Nayarit to new markets. The event surpassed last year’s record-breaking number of attendees from the travel trade, including advisors, buyers, and worldwide media.

Tepic Riviera Nayarit International Airport
Most visitors to Mexico’s state of Nayarit fly into Puerto Vallarta airport, while others enter Guadalajara. Many arriving travelers in Puerto Vallarta Airport head north to the resorts and boutique hotels for a beach vacation in the Riviera Nayarit destinations of Punta Mita, Sayulita, and San Pancho. With Tepic International Airport, visitors now have another gateway to the Pacific.

With an investment of $250 million, the airport expansion is expected to receive over 4 million passengers per year, allowing visitors to explore lesser-traveled destinations, such as the historical San Blas, and the state’s inland magical towns will be easily accessible. On July 16, Volaris Airlines will begin service between Los Angeles and the Nayarit capital of Tepic.

The state of Nayarit is promoting tourism to regions beyond the Riviera Nayarit. “With the now-completed fast highway and our expanded airport, travelers will have a fast route to the Riviera Nayarit, as well as to explore new areas like our nine magical towns,” said Juan Enrique Suárez del Real Tostado.

Pueblo Magicos (Magical Towns)
Magical Towns, or Pueblo Magicos in Mexico, are small towns that represent an opportunity for experiential tourism beyond a beach vacation through their symbolic attributes, legends, history, and preserved way of daily life. During the Gala, advisors, and media explored four of the states nine magic towns: Sayulita, San Blas, Ixtlan del Rio, and Jala.

Hotel Offerings
With Nayarit’s unprecedented hospitality boom, a surge in luxury and family-friendly hotels is underway. By 2026, new regional expanding brands will include AMResorts, Marriott International, Melia, and Grupo Vidanta. New hotels and resorts include Fairmont Hotels & Resorts, Autograph Collection, Ritz Carlton, and Westin on the luxury side. Iberostar Grand and a Cirque de Soleil theme park will add to the family-friendly theme. Grand exclusive new openings are the 180 rooms at Grand Melia Hotel in Riviera Nayarit, Hotel Zel Sayulita, Belmond’s Milaroca, and in 2026, Montage & Pendry in Punta Mita.

Puerto Vallarta Airport Expansion
Tepic Airport is not the only airport with a significant expansion. During the Gala, a site inspection occurred at the new Terminal 2 sites at Gustavo Diaz Ordaz International Airport (PVR), which is scheduled to be fully operational in late 2026. The new airport will be the first Zero Energy Airport in Latin America.

Jalisco
Jalisco is a tourist gem that deserves to reinvent itself and continue growing,” said Michelle Fridman, Secretary of Tourism for Jalisco. Both ministers agree that the two states form a single geographic region for travelers, and a joint effort is in place. As Fridman mentioned, “The competition is not among us, but externally, against other international destinations. Joining forces strengthens the entire region.”