With golden beaches, vibrant culture and growing airlift from major Canadian cities, Mazatlán is making a big push to capture the attention of Canadian travellers.

Backed by a refreshed brand and an ambitious tourism strategy, the coastal city is positioning itself as more than just a sun destination – it’s aiming to become one of Mexico’s most compelling year-round getaways for Canadians seeking authenticity, affordability and culture.

“Canada is Mazatlán’s second most important international market after the United States, and Canadian travellers have consistently shown interest in our culture-rich, coastal destination,” says Mireya Sosa Osuna, Secretary of Tourism of the State of Sinaloa. “This strategy is also in response to continued demand for warm-weather destinations that combine cultural richness, affordability and safety.”

Sosa Osuna was recently in Canada to meet with airlines, tour operators and travel advisors, aiming to strengthen partnerships and promote awareness of Mazatlán’s evolving tourism offerings. “With growing connectivity and a projected increase in Canadian arrivals this winter, it’s a priority for us to support awareness and ensure agents have the tools to sell Mazatlán with confidence,” she adds.

The iconic Mazatlan letters on the Boardwalk

New Brand, New Identity

Mazatlán has introduced a new destination brand, ‘Un Mar de Historias’ (A Sea of Stories), which invites visitors to look beyond the beach and immerse themselves in the city’s architecture, music, gastronomy and community. “It reflects the essence of Mazatlán as a city where every street, wave and plaza holds a story,” says Sosa Osuna.

The brand’s visual identity draws inspiration from the Centro Histórico, with a logo based on real architectural elements that reinforce the city’s unique character. “It’s more than a visual update – it’s a storytelling tool that brings Mazatlán’s soul to life,” she adds.

Mazatlán is being positioned as a versatile destination appealing to families, couples, culinary explorers and culture seekers, while also resonating with solo and wellness travellers as well as digital nomads. “Our Centro Histórico, vibrant local culture and growing eco-tourism offerings help us connect with travellers looking for more than a typical beach vacation,” she notes.

Winter Outlook & Developments

Forecasts for the 2025–2026 winter season are strong, says Sosa Osuna. Between October and April, Mazatlán expects 172,140 international air seats, with an estimated 146,319 international arrivals. Canadian routes are expanding, with new and returning flights from Toronto, Calgary, Montreal and more. “Cabin occupancy is projected to rise from 81% to 85%, signalling a positive trend in demand,” says Sosa Osuna.

Mazatlán is also undergoing a hospitality boom, with 11 new hotels and more than 2,100 rooms under construction. Cruise tourism is surging, with over 214,000 passengers welcomed in the first half of 2025. At the same time, the city’s cultural districts and gastronomic offerings are expanding, creating new opportunities for immersive travel.

For Canadians visiting during the shoulder seasons, Mazatlán offers a quieter, more intimate experience. “The weather is still beautiful, the beaches are quieter and hotel rates are often more competitive,” says Sosa Osuna. “It’s an ideal time for those looking to explore at a slower pace, enjoy eco-tours or take part in cultural events with fewer crowds.”

Safety Measures

Despite regional travel advisories for parts of Mexico, Sosa Osuna assures that Mazatlán remains a safe and welcoming destination for Canadian visitors. “Mazatlán remains geographically and contextually removed from the higher-risk areas,” she explains. “Our tourist zones – including the Zona Dorada (Golden Zone), Centro Histórico and Marina district – are well-patrolled, with added security measures supported by local and federal authorities.”

Sosa Osuna also notes that even with the updated travel advisories from the Canadian government, all routes from Canada to Mazatlán saw an occupancy rate of over 95%. “Both the U.S. and Canadian governments have issued advisories encouraging increased caution, however, Mazatlán’s major tourist areas continue to operate safely. We encourage visitors to stay within the well-known tourist zones and trust in the professionalism and preparedness of our tourism sector,” she says.

The city has implemented a multi-agency safety initiative known as the Blue Code, an inter-institutional operation involving the Ministry of Tourism of the State of Sinaloa, local police, the National Guard and the Red Cross, among others. The main objectives of the Blue Code are to prevent crimes, coordinate response between agencies, and guide and assist visitors as they explore the city. One key element is the Blue Line, a painted pathway guiding travellers from the port to the Centro Histórico. “Visitors are accompanied by local personnel, and when ready to return, they simply follow the same line back to the ship,” she adds.

Travel Trade Support

Travel agents remain a central part of Mazatlán’s tourism strategy, says Sosa Osuna. “We actively provide marketing toolkits, training webinars, co-op opportunities and on-the-ground FAM trips so agents can sell the destination with full confidence. We also support Canadian partners with real-time updates on airlift, hotel developments and promotional campaigns.

“Agents are our frontline ambassadors, and we see them as essential partners in Mazatlán’s continued growth.”

For more information and trade resources, visit visitmazatlan.travel.

Folk dance group in Mazatlán

Source: Travelweek