Puerto Vallarta made significant strides in bolstering its tourism brand in European markets during its participation in the recent International Tourism Fair (FITUR) in Spain, according to Luis Antonio Villaseñor Nolasco, General Director of the Puerto Vallarta Tourism Trust (Fidetur). The event, one of the most important international tourism fairs of the year, provided a platform for the destination to reconnect with global partners and explore opportunities to restore direct flights from Europe, a key priority given the current tourism landscape.
Villaseñor Nolasco highlighted that while FITUR brings together European stakeholders, it also serves as a vital space for dialogue with Mexican, American, and Canadian partners. However, the primary focus for Puerto Vallarta was to strengthen connectivity with Europe. Currently, the destination benefits from a seasonal direct flight from Prague and a year-round Aeromexico flight from Madrid to Guadalajara, which serves as a gateway for travelers to reach Puerto Vallarta.
“We met with several airlines to explore possibilities, not only to recover flights from England that were previously available but also to establish new connections with partners from Switzerland, Germany, France, Italy, Spain, and Poland,” Villaseñor Nolasco explained. He acknowledged that the delivery of new aircraft to airlines remains a challenge, but discussions are underway to open new routes by 2026. In the meantime, Puerto Vallarta is working to create favorable conditions, such as offering economic incentives for operations and showcasing the destination’s portfolio of services to attract potential partners.
One of the key players in these discussions is TUI Airways Thomson, which has prioritized European markets in recent years. Villaseñor Nolasco noted that the airline is evaluating market conditions and competition, as well as the impact of Brexit on the British economy, before resuming its long-haul flight to Puerto Vallarta. “They are looking to resume this alliance at the first opportunity,” he said.
Niche Markets and Circuit Tourism in Focus
Beyond air connectivity, Puerto Vallarta also used FITUR to promote niche tourism markets, including luxury travel, golf, cultural experiences, and sporting events. “We spoke with companies specializing in these niches and explored the possibility of creating a platform for hotels in the city center to boost sales in that area,” Villaseñor Nolasco shared.
Additionally, the destination is leveraging the daily Madrid-Guadalajara flight to promote circuit tourism, encouraging group trips that explore multiple regions of Mexico. “We met with companies from Spain, France, and Italy to discuss this possibility and also engaged with Conexstur, the National Council of Exporters of Tourist Services, to promote routes through Jalisco for emerging markets,” he added.
Productive Meetings and Strategic Alliances
The FITUR participation proved highly productive for Puerto Vallarta, with the delegation holding approximately 53 meetings with companies and 12 with media outlets. Among the key discussions were sessions with Expedia, Air Canada, and Transat to review sales levels and explore new opportunities.
Villaseñor Nolasco emphasized the strong presence of Jalisco at the Mexican pavilion, which drew significant attention and created a positive impact. “This first fair of the year allows us to establish strategic alliances and set the tone for the rest of the year. The results were very good, and we are optimistic about the opportunities ahead,” he concluded.
Puerto Vallarta’s participation in FITUR 2024 underscores its commitment to recovering and expanding its international tourism market, particularly in Europe, while also diversifying its offerings to attract niche and circuit travelers. With ongoing efforts to restore flights and forge new partnerships, the destination is poised to strengthen its position as a leading global tourism hub.
Puerto Vallarta made significant strides in bolstering its tourism brand in European markets during its participation in the recent International Tourism Fair (FITUR) in Spain, according to Luis Antonio Villaseñor Nolasco, General Director of the Puerto Vallarta Tourism Trust (Fidetur). The event, one of the most important international tourism fairs of the year, provided a platform for the destination to reconnect with global partners and explore opportunities to restore direct flights from Europe, a key priority given the current tourism landscape.
