After disruptions in late February, Jalisco’s tourism team is taking a different approach to messaging. Officials say roughly 75 March events remain confirmed statewide, from conventions in Guadalajara to showcases in Puerto Vallarta. The next test is Gala Vallarta–Nayarit, where travel sellers and media will see operations firsthand. But some events have had their dates shifted, and officials are preparing for logistical cancellations. Which events are locked in, which moved, and what signals will planners watch next?
A campaign aimed at organizers and travel sellers
Jalisco’s tourism office is directing its reassurance effort at event organizers and travel trade partners, not only leisure travelers. After security operations in late February disrupted mobility and some flights, officials focused on protecting group business. Tourism secretary Michelle Fridman Hirsch said about 75 March events are still confirmed statewide. She said some near-term groups could still cancel or move dates for logistical reasons. The state says it has contacted most organizers to reduce uncertainty. Puerto Vallarta is a focus of that strategy because it hosts meetings, incentives, and sports events alongside beach tourism. For local operators, including many expat-run services, those groups affect occupancy, restaurant covers, and tour demand. Officials are using the phrase Vallarta está de pie to signal continuity. The message is intended for planners who decide where to place conferences and allocate promotional budgets. March’s calendar is being treated as the first month where that message can be tested.
Gala Vallarta becomes the in-person proof point
Gala Vallarta–Nayarit, scheduled for March 10–12, is being presented as an in-person showcase for buyers. The program brings hotels, airlines, tour operators, and wholesalers into structured appointments. It also attracts international media and tourism agencies that influence itineraries and group decisions. Officials say the event offers a structured setting to show that transport, venues, and visitor services are functioning. That matters because travel sellers often react first to uncertainty. A single site inspection can affect future room blocks and charter planning. Jalisco is also linking the March push to its longer promotion calendar. Guadalajara is set to host ITB Americas on November 10–12, 2026, a trade show tied to the ITB brand. Officials say that the platform will put the state in front of buyers across the continent. For Puerto Vallarta, the immediate objective is to keep March commitments intact. Officials want that continuity to carry into bookings for the rest of 2026.
What stayed on the calendar and what changed
Officials say most dates remain in place, but they are encouraging date shifts when logistics require it. In Puerto Vallarta, Vinoma Fest 2026 is scheduled for March 5–7. The Food and Travel Reader Awards 2025 ceremony is scheduled for March 26 in the city. One change on the near-term calendar is Puerto Vallarta by UTMB, now set for April 16–18 after the original early-March window. Organizers said the move was tied to conditions in the state, rather than course planning. Officials also point to Downhill Vallarta, scheduled for May 1–2, as another test of event operations. Across Jalisco, the March slate includes congresses, conventions, sports competitions, gastronomy events, and business meetings. State tourism officials say the Puerto Vallarta convention center and Expo Guadalajara are operating normally. They say those venues are prepared for conferences and exhibitions already contracted for March. Officials are framing the message for planners in operational terms. Events can proceed, and when they cannot, rescheduling is preferred over canceling.
The signals planners may watch next
For planners, the question is not only whether events happen but also whether information remains consistent. Officials are asking organizers to communicate changes early. They are also asking them to treat rescheduling as the first option. That approach depends on transport and venue operations staying predictable. The state says airports in Guadalajara and Puerto Vallarta are operating. It also says late-February roadblocks have been cleared. The US travel advisory still rates Jalisco at Level 3. In that advisory, US government employees have no travel restrictions in Puerto Vallarta and the Guadalajara metro area. The same guidance lists Chapala and Ajijic in that no-restriction group. For local businesses, the March calendar is a signal for April and May demand. If Gala Vallarta–Nayarit proceeds without interruptions, buyers may keep room blocks and marketing in place. If more events shift, planners will focus on refund terms and revised timelines. Officials say March partner visits will inform sales decisions for summer and fall travel.
