Puerto Vallarta is a perennial favourite destination for Canadians, but new air routes and an increased focus on authentic cultural experiences are changing travel patterns within Mexico’s Jalisco State.

“The Canadian market has been extremely important for Jalisco for a long time,” said Michelle Fridman, Secretary of Tourism of Jalisco. “We receive so many Canadians to Puerto Vallarta, but we are seeing more and more Canadians exploring the rest of the state.”

Travelweek connected with Fridman in Vancouver, where she was meeting with tour operators, airlines and other trade partners…

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