What’s past is past as Jalisco spreads its magic in Canada

The confrontation between criminal gangs and police forces in the Mexican state of Jalisco in February this year is now fading from the collective memory, but the tourism minister for the state wants to assure Canadians that a holiday there will be safe.

Jalisco tourism minister Michelle Fridman recently came to Vancouver to spread the safety message through meetings with journalists, referring to the violence on Feb. 22 this year that pitted government special forces against members of a powerful criminal cartel in the state. Many on both sides were killed.

But she also came with a mission to personally describe and highlight the many tourism qualities of Jalisco that make it the most authentically Mexican destination in the nation, she said.

“We are a state that has everything, we have the beaches, we have mountains, we have important cultural, historical sites and we have Guadalajara, the second biggest city in Mexico,” said Fridman.

She noted that one of the most famous cultural sites in the country is the town of Tequila, which is located in Jalisco. Jalisco is also the birthplace of mariachi music, a uniquely Mexican art form.

And she described how Jalisco is home to 12 “Pueblos Magicos” — which translates to Magical Towns. These less visited places have been recognized for their qualities of historical, cultural and architectural charms as well as natural wonders, authentic traditions and cuisine.

Also within Jalisco’s borders is the famous beach destination of Puerto Vallarta. “Puerto Vallarta is the most authentic beach destination in Mexico,” she continued. “The beauty of it is in the diversity of experiences that is offered – not just the beaches and the nature, but also the mountains, the adventure activities, the art and the gastronomy scene. It is a very complete destination.”

She added that there are currently 17 Canadian airports offering flights to Puerto Vallarta, and four Canadian airports with flights to Guadalajara – Montreal, Toronto, Calgary and Vancouver.

“We’ve been coming to Canada a lot because it’s such an important market for us,” said Fridman. “We want Canadians to know what’s new about Jalisco. And we want them to feel safe about coming to Jalisco.”

Fridman described how vacationers tend to express a level of concern about travelling to Mexico “because unfortunately, there is bad news about Mexico quite frequently. And we happen to live next to a country that likes to amplify that news.”

“We are aware that what happened on February 22 got massive coverage in the media. So, we have been open to explain what happened and to answer any questions. We want to tell people that Jalisco is a safe destination, we have been enforcing our security a lot, and it is even safer now.”

She backed that up with some statistics, saying for example that the homicide rate in Jalisco had decreased by 60% last year. “Also the homicide rate is three times lower than in New York City,” she said.

Organizers of major events are evidently endorsing this message.

For example, Guadalajara was one of the host cities for the recently concluded FIFA World Cup football tournament, with four games held there. Also, the ITB travel trade market for the Americas is set to start this year in Guadalajara, for at least the next five years, said the tourism minister.

ITB for the Americas will take place from Nov. 10 to 12, and between 5,000 and 7,000 people are expected to attend. “It will be really big, we have received lots of interest from many different countries.”

Tourists and business travellers alike can use the opportunity of a Jalisco visit to explore the new beach resort developments along a scenic stretch of coastline running south from Puerto Vallarta, called the Costa Legre. Luxury properties there include the Four Seasons Resort Tamarindo, which has been recognized as the top resort in Mexico, and the Six Senses Xala, which will open in 2028.

“The Costa Legre is an emerging destination and it is now receiving new Investments by mostly luxury properties and sustainable brands,” said Fridman. “We’re working on getting more publicity for this area in the Canadian market.”

In fact, “We love Canadians, we want more Canadians to visit us, and we have great connectivity to our airports in Guadalajara and Puerto Vallarta,” said Fridman. “So, they should come and experience this most Mexican of destinations.”

Photo Captions

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Mariachi music originated in the state of Jalisco

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Michelle Fridman is the Jalisco minister of tourism

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The city of Tequila in Jalisco has been designated as a Pueblos Magicos tourism site

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The Bahia de Tenaca is one of the beaches in the Costa Legre region

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The Nuestra Señora is in Puerto Vallarta, and is an important cultural site