Puerto Vallarta’s tourism sector is showing signs of recovery following a surge of violence in February linked to cartel activity that briefly disrupted the popular Mexican resort city. The unrest erupted after the death of Nemesio Rubén Oseguera Cervantes, known as El Mencho, the leader of the Cartel de Jalisco Nueva Generación, during a Mexican military operation on February 22. His killing triggered a day of violent clashes between cartel members and law enforcement, which included road blockades, arson attacks on vehicles and businesses, and airport closures.
The violent episodes prompted the U.S. State Department to issue a warning advising Americans across Mexico to shelter in place for safety. The unrest lasted for approximately 24 hours with no reports of casualties among civilians or damage to resorts. Mexican President Claudia Sheinbaum Pardo later characterized the situation as having “calmed down.”
Following the incident, tourism in Puerto Vallarta experienced a sharp decline, with many travelers canceling their plans amid safety concerns. The local economy, heavily dependent on tourism, was significantly affected as the sector temporarily resembled the downturn seen during the COVID-19 pandemic. Bernardo Sanchez, a local tour guide, emphasized the city’s reliance on visitors, noting that tourism is its primary economic activity.
Nearly seven months later, tourism indicators suggest a tentative rebound as the region approaches its high season. Hotel occupancy rates in July and August were reported to be only 3% below those of the previous year. Luis Villaseñor, director of the Puerto Vallarta Tourism Board, stated that the disruption was isolated and that Puerto Vallarta remains a safe and serene destination, a view supported by returning travelers. Efforts by the tourism board to counter negative perceptions have included outreach to travel planners and promotional campaigns emphasizing the city’s security.
The February unrest also impacted neighboring regions, particularly the nearby surf town of Sayulita in the state of Nayarit. Sayulita experienced a noticeable drop in visitors immediately following the violence, with hotel occupancy plummeting to nearly 10%. However, the town appears to be regaining its popularity, with increased activity observed as of September.
Mexico continues to rely heavily on tourism as a vital economic engine, with strategies dating back to the mid-20th century aimed at cultivating resort destinations. Government initiatives, such as the Pueblos Mágicos program launched in 2001, promote travel to culturally significant towns near major resorts. The country is on track to welcome nearly 100 million visitors by 2025 and aims to be among the world’s top five tourist destinations by 2030, according to Sheinbaum Pardo.
Looking ahead, Jalisco Governor Pablo Lemus announced in September that Puerto Vallarta was selected to become Mexico’s newest cruise homeport, with construction set to begin in 2027, signaling continued investment in the region’s tourism infrastructure.
Despite the February disruptions, local tourism professionals remain optimistic. Tatiana Meneses Sanchez, a tour guide who witnessed the unrest first-hand, highlighted the lingering impact on the community but also noted the gradual return of visitors. Sanchez encourages hesitant travelers to visit and see for themselves, underscoring the city’s commitment to recovery and safety.