In an emotional ceremony marking Puerto Vallarta’s 107th anniversary as a municipality, Rafael Yerena Zambrano was awarded the prestigious 2025 Vallarta Prize in the “Ignacio Luis Vallarta Ogazón” category. Presented by Mayor Luis Munguía at the Aquiles Serdán Open-Air Theater, this recognition celebrates Yerena Zambrano’s exceptional career and significant contributions to the development of Puerto Vallarta. Her work has distinguished her as a model of leadership and dedication, inspiring the community and reinforcing Puerto Vallarta’s pride as a destination forged by exemplary citizens.
Puerto Vallarta’s elevation to municipality status occurred on May 31, 1918, when the town—formerly known as Las Peñas—was renamed to honor Ignacio Luis Vallarta Ogazón, a noted Jalisco lawmaker and former governor of the state. The decree that created the Municipality of Puerto Vallarta was published on June 5, 1918, marking the official transformation from a fishing village to a self-governing community. Since then, the city has grown into one of Mexico’s premier tourist destinations, with its municipal government continually recognizing individuals who advance its social, economic, and cultural progress.
During the ceremony, Mayor Luis Munguía underscored the significance of commemorating nearly a century-plus of municipal history. “Today we honor not only the date on which our community gained self-governance, but also the extraordinary people who have shaped Puerto Vallarta into what it is today,” Munguía said. The Aquiles Serdán Open-Air Theater, overlooking the Bay of Banderas, served as a fitting venue for this year’s anniversary celebration, drawing local dignitaries, community leaders, and families to witness the tributes.
Rafael Yerena Zambrano has distinguished herself through a long career dedicated to Puerto Vallarta’s social, economic, and cultural advancement. As a community organizer, she has spearheaded initiatives to support small businesses, strengthen neighborhood associations, and promote cultural events that reflect the city’s heritage. Her leadership has fostered partnerships between municipal authorities and grassroots organizations, resulting in improved local services and enhanced public spaces. Under her guidance, several community centers have been established to offer vocational training, artistic workshops, and literacy programs to underprivileged neighborhoods.
Chronicler Moisés Hernández took a moment during the ceremony to highlight the legacy of the Pacific Stevedores and Day Laborers Union, founded in 1925. According to Hernández, this union played a key role in Puerto Vallarta’s social and labor history by advocating for fair wages, improved working conditions, and the rights of dockworkers—contributions that laid the groundwork for subsequent labor movements within the region. By acknowledging this union’s impact, the municipality connected today’s achievements with the city’s storied past.
The full list of award recipients for the 2025 Vallarta Prize included:
- Rafael Yerena Zambrano: Ignacio Luis Vallarta Ogazón Award for an exemplary career in community development.
- Daniela García Montroy: Alfonso Díaz Santos Award for outstanding athletic achievements at the state and national levels.
- Susana Judith Mendoza Carreño: Guadalupe Sánchez Torres Award for her work in defending the environment and human rights.
- Luz Marcela Lepe Quiroz: Manuel Lepe Award for excellence in the arts, paying homage to the late painter whose naïf style captured Puerto Vallarta’s spirit.
- Limpia Tu Mar Puerto Vallarta AC: Teresa Barba Palomera Award for its cultural contributions through community-driven environmental clean-ups and educational outreach.
Special recognitions were also granted to Julián Ortega Estrada and José Manuel Martínez Peña for their ongoing dedication to municipal services, highlighting their many years of volunteerism and civic engagement.
Mayor Munguía emphasized that this anniversary is a celebration of “the hardworking and supportive community that has made Puerto Vallarta a source of pride for the Mexican Pacific.” He also reminded attendees that such milestones serve as an opportunity to reflect on the city’s growth—from its origins as Las Peñas to a world-renowned tourist destination.
During the session, Mayor Munguía officially introduced Moisés Hernández as Puerto Vallarta’s new chronicler. With a solid track record in local journalism and a deep love for the city’s history, Hernández assumes the mission of preserving and disseminating the stories that have given life to Puerto Vallarta. “My goal is to ensure that present and future generations understand the sacrifices and triumphs that have shaped our community,” Hernández said, accepting his new role. As chronicler, he will compile archives, conduct interviews with elder residents, and publish monthly reports that document municipal milestones and cultural events.
The Recognitions
Among the highlight moments, Susana Judith Mendoza Carreño was presented with the 2025 Vallarta Prize in the “Guadalupe Sánchez Torres” category for her tireless work defending the environment and championing human rights. Born in Mexico City on July 13, 1958, Carreño has been a resident of Puerto Vallarta for 29 years, establishing herself as a leading voice in environmental journalism and social justice campaigns.
Over the course of her career, she has received multiple accolades, including the 2019 State Journalism Award for Excellence from the National Forum of Journalists and Communicators AC in the Regional Journalism category. In addition, Carreño’s environmental reporting has garnered recognition from the National Human Rights Commission (CNDH) and praise from United Nations representatives for her advocacy work—testimony to her impact on both local and national stages. Her writings have shed light on issues such as coastal erosion, waste management, and community-driven conservation efforts. Carreño’s continuous commitment to Puerto Vallarta underscores the municipality’s dedication to protecting human rights and the natural environment.
“Puerto Vallarta Is a First-Rate Destination”: Michelle Fridman
During the solemn session commemorating the city’s anniversary, Jalisco’s Secretary of Tourism, Michelle Fridman, lauded Puerto Vallarta’s pivotal role in national and international tourism. Fridman noted that the municipality’s tourism sector generated an economic benefit exceeding 40 billion pesos, contributing to a significant portion of Jalisco’s statewide tourism revenue. She also underscored that tourism accounts for 84% of the municipality’s GDP, a statistic that highlights the city’s dependence on and success in attracting both domestic and international visitors.
“Puerto Vallarta stands as a model of beauty, sustainability, and hospitality,” Fridman stated. “With a robust tourism infrastructure and a commitment to preserving our natural resources, we will continue to set the standard for resort destinations along the Mexican Pacific.” She concluded her remarks with a rallying call: “Let’s keep working to keep Puerto Vallarta at the top!”
In an emotional ceremony marking Puerto Vallarta’s 107th anniversary as a municipality, Rafael Yerena Zambrano was awarded the prestigious 2025 Vallarta Prize in . . .
