The Mexico Tourism Board announced the launch of a new US$10 million advertising campaign to promote the unique experiences offered by both Riviera Nayarit and Puerto Vallarta for domestic and international markets. The initiative is not a rebranding; the joint campaign named “Vallarta – Nayarit. Live it to Believe it!” was created to increase the influx of tourism to both destinations.

Each destination will continue to be branded individually and the goal is to increase visitors to each of the destinations in an effort to incur an annual influx of US$100 million dollars. 

The new advertising campaign has already generated concrete results. Based on the commitments and partnerships with airlines, such as Delta and Transat, and tour operators, Funjet and Apple Vacations, new air service on scheduled and charter flights will increase routes to Puerto Vallarta International Airport from Lansing, St. Louis, Rockford, New York, Philadelphia, Chicago, Los Angeles, Milwaukee, Minneapolis, Denver, Calgary, Montreal, Toronto, Vancouver and Winnipeg.  As a result, an estimated 105,000 new seats are expected to come online within the next year. The airport serves both destinations since the state of Nayarit is just 10 minutes from this important international gateway.

The Vallarta Nayarit campaign will be featured in cooperative advertisements with Alaska Airlines, Apple Vacations, Expedia, Funjet, Gogo Vacations, Orbitz, Pleasant Holidays, Travel Impressions, Travel Leaders, Travelocity, US Airways, United Vacations, Delta Air Lines, Aeromexico Vacations, Priceline, Vacations Express, Air Canada, Itravel 2000, Sunwing, Transat, Virtuoso that will appear in print and electronic media, including Travel Weekly, Travel Pulse, Travalliance, Vacation Agent, ABC Television, Weather Network TV, Elle Magazine, Go Magazine, Clin d’oeil Magazine, Bridal Guide, Boston Globe, The New York Times and others.

In addition to the partnership with top airlines and tour operators, the Vallarta Nayarit campaign is supported by the Riviera Nayarit Convention & Visitors Bureau, the Conventions and Visitors Bureau of Puerto Vallarta and regional hoteliers.

The Mexico Tourism Board’s “Mexico, Live it to Believe It” campaign is a US$43.3 million initiative launched this past August and will run until December of this year.

About Riviera Nayarit
Mexico’s newest destination, Riviera Nayarit, stretches along 192 miles of pristine Pacific coast framed by the majestic Sierra Madre Mountains just ten minutes north of accessible Puerto Vallarta International Airport.  The region extends along the entire coast of the Pacific state of Nayarit including the resorts of Nuevo Vallarta, the historic colonial town of San Blas, exclusive Punta Mita, picturesque fishing villages, miles of serene beaches and spectacular Banderas Bay.  Riviera Nayarit offers countless activities, such as: PGA golf courses, luxury spas, whale watching, turtle release, zip lining, surfing, bird watching, international cuisine, and the local artwork from the traditional Huichol tribe. Riviera Nayarit is recognized as a “Virtuoso Preferred Destination.” The region attracts and satisfies vacationers of all tastes and budgets with its wide range of accommodations including chic luxury resorts, eco-tourism boutique hotels and quaint B&B inns. For more information, visit or follow Riviera Nayarit’s Fan Page on Facebook.

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