Two days. That’s how long it took for Mexico’s state of Jalisco to fully recover from cartel violence that erupted on Feb. 22.

In that short time, airports reopened, flights resumed, cruise ships returned, hotels and restaurants welcomed guests and tourists once again filled the streets of key destinations like Puerto Vallarta and Guadalajara, enjoying what Jalisco is best known for: sun, beach and authentic Mexican vibes.

Michelle Fridman, Secretary of Tourism for the State of Jalisco, and Ambassador Ivan Sierra, General Consul of Mexico in Toronto

This swift recovery, said Michelle Fridman, Secretary of Tourism for the State of Jalisco – currently on a cross-Canada tour meeting with tour operators, airlines and travel advisors – underscores the state’s longstanding commitment to visitors, particularly those from Canada.

“I would say Canada is as important to Puerto Vallarta as Puerto Vallarta is to Canada. We know Canadians love Puerto Vallarta, which we consider the most authentic Mexican beach destination,” she said at a trade dinner in Toronto on March 30. “For the last four weeks, I’ve been walking along public beaches interviewing visitors, many of them Canadians. And all of them – all of them – told me they feel super safe and that they’re planning to come back because it feels like home.”

According to Fridman, the events on Feb. 22, which led to temporary airport closures and cancelled flights, were a necessary evil.

“We embrace the fact that a situation occurred – it was a massive thing that was needed for the safety of Mexico, as it led to the capture of a criminal who was wanted worldwide,” she said. “There were zero incidents with tourists, and I can assure you that Jalisco is even safer now than it was before.” 

While operations across the destination have returned to normal, rebuilding traveller confidence is now a key focus.

“This is why I’m here in Canada, to speak with media and travel partners, to bring you real information about what it’s like on the ground,” she said. “There was a lot of media coverage, but also a lot of misinformation and images of things that never happened. We saw some cars burning but we never saw the town of Puerto Vallarta in flames, and we never saw Costco burning like social media tried to portray. It’s hard to understand what’s true and what isn’t – and that exactly what we’re to address.”

More Than Sun and Sand

The message was echoed during the ‘Jalisco Experience Dinner’ held in Toronto on March 30, part of Fridman’s cross-Canada tour that also includes stops in Ottawa, Montreal and Calgary.

The event, held at Toronto restaurant Mexhico, showcased regional cuisine and traditions while reinforcing the destination’s cultural identity.

“We are very happy to share these moments with you, to share some of our tequila, our traditions and the reasons why Jalisco is a place to visit,” Fridman told attendees. “Jalisco is the most Mexican destination. The mariachi, tequila – the icons people know from Mexico like Carlos Santana and Guillermo del Toro – they are also from Jalisco.”

Joining Fridman was Ambassador Ivan Sierra, General Consul of Mexico in Toronto, who underscored the emotional connection many travellers have with the destination.

“I was born in Tequila and had my honeymoon in Puerto Vallarta 30 years ago,” he said. “I can attest that the secret to a very happy marriage is to have your honeymoon in Puerto Vallarta!”

While Puerto Vallarta remains a top draw, Fridman emphasized that the state offers far more than sun and sand.

“For many years, Canadians have been enjoying Puerto Vallarta but they are missing the rest of Jalisco,” she said. “Jalisco as a state is like a country on its own because we have everything, from lakes, mountains and forests, to jungles, small towns and modern cities.”

That includes the vibrant urban centre of Guadalajara, which continues to evolve as a cultural hub offering art, gastronomy and a jam-packed calendar of events. Jalisco is also home to 12 ‘Pueblos Mágicos’, the most in any other state in Mexico. An initiative led by Mexico’s Secretariat of Tourism, these ‘magical towns’ are known for their cultural richness, historical relevance, cuisine, art and hospitality.

And with ongoing infrastructure investments, including a new highway linking Guadalajara and Puerto Vallarta as well as a second terminal at Puerto Vallarta International Airport set to open next year, it’s easier than ever to experience the magic of the entire state. 

“We are connected with over 90 cities in the world. Puerto Vallarta is connected with 17 airports in Canada, and Guadalajara with Vancouver, Calgary, Toronto and Montreal,” said Fridman. “You can fly into Guadalajara and enjoy the city, go to Tequila and then take a train back and continue to Puerto Vallarta. It’s a multi-destination experience all within one state.”

Looking Ahead to 2026

Accommodation capacity continues to grow, with Jalisco leading Mexico in total number of hotels and another 40 new properties in the pipeline.

The additional rooms will be needed, as Jalisco prepares for a major year, anchored by the FIFA World Cup 2026, which this year will take place in three Mexican cities: Mexico City, Monterrey and Guadalajara in Jalisco.

“As the home of tequila and mariachi, Jalisco will be one big party during the World,” said Fridman. “But we are going to decentralize the experience so that visitors will be able to enjoy festivities across the state, not just in Guadalajara.”

Other notable events coming up include ITB Americas in Guadalajara, as well as the 2026 MICHELIN Guide Ceremony Mexico in May. It was announced just last week that Jalisco has been added to the acclaimed guide, elevating its status as a major culinary destination.

“We have so much to look forward do. We want Canadians to know that Puerto Vallarta – and all of Jalisco – is waiting for them,” Fridman said. “It is as friendly, warm and as kind as always. There is nothing to worry about – only a lot to enjoy.”

Source: Travelweek