Riviera Nayarit is tracking an average 70 percent occupancy this summer. In recent years, the same period saw 90 percent. Hoteliers describe the season as “going well,” but also “a bit mediocre.” The reason, they say, is a lack of coordinated promotion.
The domestic market is holding the line. Road access keeps visitors flowing to Bahía de Banderas and across the bay to Puerto Vallarta. Recent weeks show a small lift. The running average still sits near 70 percent.
Foreign demand tells a different story. U.S. arrivals are softer than usual. Hoteliers point to the politics of immigration in the United States. The Canadian market shows some improvement, but not enough to change the trend. Holy Week and Easter brought crowds. The boost did not carry forward.
Working as one region
Local leaders keep returning to one theme. Joint promotion with Puerto Vallarta once gave the region a louder voice. Before 2021, the tourism trusts for both destinations aligned well. Backed by a national push, the area ran wider and deeper campaigns. Hoteliers want that playbook back.
They argue the fix is not a single ad buy. They want a sustained effort. That means shared budgets, shared messages, and shared markets. In their words, it is “of utmost importance” to work hand in hand again. The bay is one trip in the mind of many travelers. The marketing, they say, should reflect that.
Air service illustrates the stakes. Stakeholders note that Copa Airlines once served the area. The route faded when promotion did. They point to Los Cabos as the beneficiary. The lesson they draw is simple. Routes follow marketing and momentum.
The name on the brochure
Brand language also matters. The state renamed Nuevo Vallarta as Nuevo Nayarit. On the ground, many hotels, agencies, and partners still use Nuevo Vallarta. They see it as the brand that “grew hand in hand” with Puerto Vallarta. In their view, recognition converts. For now, they keep the name that travelers already know.
The road ahead
September and October will test the strategy. Individual properties are lining up offers and local partnerships. The broader question is regional. Can Riviera Nayarit and Puerto Vallarta rebuild a shared promotion engine in time for winter?
The path forward is not a mystery. The players have worked this way before. The asks are clear: stable budgets, unified messaging, and partner deals that land in the market. If that happens, Riviera Nayarit summer occupancy should recover toward past highs. If it does not, the bay may keep leaning on the domestic drive market while waiting for the next wave.
