As we enter the 21st century, Vallartans are filled with excitement and confidence. The region has been experiencing some of the best years of its youthful tourism career and the future looks both challenging and full of promise. Today Puerto Vallarta is truly international, with people from all over the world now calling it “home”. The community’s excitement for the future is based upon facts, projects and realities that are the platform for its growth into international acclaim.

Puerto Vallarta is fortunate to be rich in resources. The three most important of these are the town, which has not lost its Mexican-village flavor to urban development; Banderas Bay, a bio-diverse treasure offering an incredible, protected coastline; and, of course, most importantly, its people. More and more, there is awareness among local authorities and population that Puerto Vallarta’s assets are the reason for its success as a tourist destination. They know that the only way to preserve them is by launching education programs to increase environmental awareness and conservation programs to ensure the survival of land and marine life in perfect health. Already the municipality has issued the Puerto Vallarta Law of Environmental Protection based on the principle of sustainable development.

Although there are few examples of colonial-style, coastal towns in Mexico, the traveler who wants to get a feel for the country will find Puerto Vallarta a well-preserved example of typical architecture carefully linked with what modern tourism demands. What is truly Mexico can still be experienced while walking its cobblestone streets lined with whitewashed walls and terracotta-tiled roofs. Wrought-iron balconies overlook narrow side streets that work their way up the hillside offering wonderful views for those fortunate to live here. But what makes Puerto Vallarta so unique is the flavor of tradition, the warmth of a place that has been “lived in”, the soul of generations of people whose love for their town has found an expression in the way they care. This is a strength that will help carry Puerto Vallarta through the next century, ensuring its success as a popular tourist destination.

Ecotourism is a natural activity in such rich surroundings. The Quelele Lagoon and the estuaries of el Salado and Boca de Tomates, covered by the exuberant vegetation of the white mangle, palm trees, mosses and ferns, are home to numerous species of fauna among reptiles, mammals, birds and fishes. The three sites are ideal for implementing Ecotourism projects that will contribute to building respect and a sense of responsibility for both tourists and residents of nearby communities. This way the goal of involving visitors and local populations in the protection of the environment can be reached.

The Puerto Vallarta area is expanding at an incredible pace, encompassing the shores of Banderas Bay all the way from Punta Mita—and even as far as San Blas—in the north, to Barra de Navidad, its southernmost point. More development will most certainly take place, further expanding Puerto Vallarta’s reach, as the four-lane highway to the north opens up new possibilities. However, the southern coastline with lush jungle hillsides and beautiful beaches must not be forgotten. It also offers potential for development, with the likelihood of an extension of the coastal highway to reach as far as Yelapa.

Puerto Vallarta’s continued success will depend on its ability to continue to offer a variety of activities for its visitors and to open new markets. Today’s tourist is demanding, has traveled extensively in most cases, and is very aware of what a tourist destination should provide. Fortunately, the number of new attractions in Puerto Vallarta continues to grow every year, as demand makes it feasible. Some exciting projects presently being considered are ecological parks. These reserves would be showcases for Banderas Bay, a region that is home to such rare species in America as the crocodile, and where the presence of 12 different species of cetaceans—including the humpback whale and several types of dolphins—has been accounted for.

One of the more popular trends in tourism today is “circuit touring”. This option presents visitors with a variety of cultural and geographical experiences to be enjoyed during one vacation. Due to its privileged location and improved infrastructure, Puerto Vallarta is well suited and quite capable of offering a very diverse experience to the traveler who wants to combine a few days at the beach with a visit to traditional towns or colonial cities. This opens up a whole new market of tourism opportunity for the region. With a dryer, cooler climate, the mountains of the Sierra del Cuale are the setting to some very representative provincial towns like San Sebastián, Mascota, Talpa and Cuale. A few hours’ drive through wonderful scenery on a dirt road, a day and a half on horseback or 15 minutes by plane can take Puerto Vallarta’s visitors to see another side of Mexico, beyond that of just a beach resort. And the options for tourist circuits don’t stop there. When the highway from Puerto Vallarta to Guadalajara is completed, it will take much less than the four hours it takes now to reach the colonial towns of Tequila and Guadalajara. From the capital of the state, the inland cities of Zacatecas, San Luis Potosí, San Miguel de Allende, Guanajuato, Querétaro, Mexico City will be more at hand, as will be the baroque city of Morelia and beautiful Pátzcuaro. And to the south of Puerto Vallarta, less than a couple of hours away by road, the luxury resorts of Costalegre—Careyes, el Tamarindo, Las Alamandas and Tenacatita—are tour options that introduce variety to a sojourn in Puerto Vallarta. They most certainly will become part of its appeal and of the myriad possibilities for the Puerto Vallarta vacationer. The main attraction will remain the sunny beaches and the romantic village of Puerto Vallarta, but the alternative to see more of Mexico will also be there for our visitors.

Golf lovers who travel to Puerto Vallarta are able to play on a number of different and exciting golf courses during their vacation. They may fly (or drive) from the new Jack Nicklaus course at Punta Mita, with the world’s only green built on a natural island, to the challenging 18 holes carved in the jungle of the Tamarindo, or just a few miles further to Isla Navidad. Then there are the two courses built into the hillside behind Puerto Vallarta—one designed again, by Jack Nicklaus and the other by Tom Weisskopf. Just minutes away from Marina Vallarta, these two courses cater to both informal foursomes and professionals participating in renowned international tournaments. And two others, in Paradise Village and Mayan Palace, plus the traditional courses of Flamingos and Marina Vallarta, complement the offer for the discerning golfers who will find here the services and culture that fit in with their lifestyle: gourmet restaurants, quality shopping, art and other types of diversions.

Sport fishing is another activity that will receive more promotion as it attracts upscale travelers. The thrill of going after majestic billfish will drive devotees to the end of the world, and Banderas Bay is rich in some of the best fighting ocean fish, such as the marlin. And there are also sailfish to be found in its waters where the catch-and-release ruling is being enforced. Dorado (mahi-mahi) and tuna are prime table fare and abundant during the winter months.

Puerto Vallarta will keep alive its festivities as the manifestation of a joyous and sharing nature. The music, dance and drama festivals organized by the municipality, the gastronomic shows offered by our best restaurants and our ecological programs, such as the sea turtle nurseries, will continue to provide enjoyment and entertainment for both locals and visitors. The fishing tournaments will fuse the enthusiasm of sportsmen from around the world and more transoceanic regattas, such as the Marina del Rey – Puerto Vallarta race and MexOrc, will take place within the shores of the bay, where winds are so propitious for sailing.

Another major trend that Puerto Vallarta is quite capable of fulfilling is for extended vacations that may last a month or become year-round residence in retirement. The town was discovered many years ago by North Americans, South Americans, Europeans and Canadians as a delightful place to live, and this should continue to be the case as many new possibilities in real estate proliferate. This growth has helped fuel the need for fine gourmet restaurants and a growing arts community. Both assets are now major tourist attractions for Puerto Vallarta, as well.

The large, first-class developments that are presently flourishing around Puerto Vallarta are attracting both affluent and long-term visitors. This has helped spur the development of marinas, of which now Puerto Vallarta has more of than any other Mexican destination. These superb residential communities are also bringing in prestigious international hotel chains, such as the Four Seasons. By issuing strict construction regulations, authorities want to ensure that the harmony between the surroundings and the buildings is preserved, both in the city proper and these nearby developments. The appeal of the traditional Mexican atmosphere is something enjoyed by visitors and locals alike. The richness of Mexican history and the elements that make it so unique will be enjoyed by those seeking to experience a different culture in a real setting—not only in a theme park. Puerto Vallarta, very likely, will prevail as the only beach destination in the country with a unique identity where the spirit of Mexico remains intact.

Another venue for attracting tourism is the construction of convention facilities to cater to large groups and events. A number of hotels have recently increased their convention capacity, and the significant improvements realized at the airport assure the town will be ready for the increasing numbers of travelers. Improved passenger traffic flow to taxis and busses, plus a change in the interiors with new furniture and décor are just a few of the changes.
Puerto Vallarta is also getting ready to receive more visitors by sea as well, and not just for its first-class marinas. The existing cruise ship facilities have been expanded to increase their capacity for docking an increasing number of ships that find Puerto Vallarta an attractive destination.

The trend toward improved personnel through constant training is spreading among restaurants and hotels that are increasingly seeking certification by international agencies. As well, training in the hospitality industry and related fields is now taking place here in Puerto Vallarta, involving professionals who have firsthand experience in the tourism industry and who uphold high standards of education. Puerto Vallarta is conscious that only by educating its people to deal with a more demanding tourist will its goals of being a number-one world destination be met.

These are some of the more important aspects that will need to be addressed as Puerto Vallarta moves into the 21st century. What seems overwhelmingly clear is that Puerto Vallarta offers incredible opportunity and promise for maintaining its place as a truly world-class tourist destination. The parts are all there, they just need to be cared for, nurtured and built upon with respect. The goal is to offer a place where visitors may find the natural environment ideal to engage in sports or adventures and to learn about nature and themselves; the culture to inspire them and the modern comforts that will lead to perfect relaxation in the luxury of excellent service and the warmth of a friendly smile.