Puerto Vallarta’s Comeback Plan Runs Through Travel Advisors’ Phones

Puerto Vallarta had a record 2025, with more than 6.3 million visitors, and its tourism board began 2026 hoping to top that. Then cartel violence erupted on February 22, after the Mexican military killed the cartel leader known as “El Mencho,” with vehicles set on fire and burning roadblocks. Visitation is now down 8 percent, tourism board director Luis Villasenor told Travel Weekly.

The damage showed up fast. Garza Blanca Preserve Resort & Spa reported a 60 percent increase in cancellations, and destination management company Tropical Incentives DMC said business dropped 40 percent this year. Velas Resorts’ CEO expects group business to lag for one to two years because of long booking windows, while leisure travelers are returning sooner.

The recovery strategy leans on people who can vouch for the place. The tourism board and hotels have hosted travel advisors and influencers on familiarization trips, and Garza Blanca has run about ten this year, asking guests to post on social media on landing. In September, Pleasant Holidays brought advisors to tour, film and post. Villasenor called agents “the key to the recovery.”

Lingering stigma remains: one advisor said some clients ask to go “anywhere but Mexico.” Still, officials expect a fourth-quarter push that could bring 2026 close to last year’s total, and Pleasant Holidays says its 2027 bookings are stabilizing. Garza Blanca opened a 20-story, 118-suite tower this year and is building a second.

Sources: Travel Weekly