The Riviera Nayarit, a standout luxury destination at Madrid’s Fitur 2020

  • Mexico’s Pacific Treasure showcased its updates at one of the most important tourism fairs in the world while completing over 30 business meetings with wholesalers and OTAs from Spain and the UK.

The Riviera Nayarit presented its offer of luxury and nature at the International Tourism Fair (FITUR), the most important tourism business platform in Spain and one of the world’s most relevant fairs. The event was held in Madrid from January 22-26, 2020.

This year, FITUR welcomed 142,642 industry professionals, 10,486 businesses from 165 countries or regions, and 110,848 people who came to the venue in search of information for their next vacation.

The Riviera Nayarit and its business partner, Puerto Vallarta, shared a booth within the Mexico Pavilion. The entity’s intensive work schedule included over 30 business meetings and five interviews with Spanish media, surpassing their goal of portraying the destination as one of Mexico’s luxury tourism leaders.

Among the business appointments scheduled by the Riviera Nayarit Convention and Visitors Bureau (CVB) was a meeting with wholesaler TUI UK, where they presented previews of their 2020 strategies. Other notable meetings included Dutch OTA Travix, a company that showed a marked interest in new beach destinations that offered an alternative to the Caribbean, and JetLine Holidays, an English agency interested in developing their Mexico product within the short term.

There were two outstanding meetings with the golf segment: one with Viajes Carrefour España Empresas y Grupos, an agency interested in promoting this market niche to its clients; the second with the managing director of a Colombian agency, who confirmed the Riviera Nayarit as the host of their 2021 golf tournament. Finally, the meeting with the Latin American Travel Association of the United Kingdom, which has over 350 associates including airlines, destinations, hotels, and more—all from Latin America—, with the goal of strengthening sales and alliances between the English destinations and travel agents in England that sell this region the most.

The Riviera Nayarit took full advantage of the work week, also participating in the MXConnect-Networking Mexico in Madrid where the team interacted with more than 50 travel agents, media, and wholesale agencies, mainly from Spain and other European countries. This event was also attended by agents from Germany, Spain, and the UK, who were all very interested in the region. Of note is the fact that Germany has become a potential market that is one of the top countries of origin from Europe after the United Kingdom, which is why it’s encouraging to see the interest these markets have in the Riviera Nayarit.

“The team fully met the objectives of showcasing the Riviera Nayarit as a leading destination in Mexico for luxury tourism during Madrid’s Fitur, as we managed to capture the attention of the international tourism industry,” said Jesús Carmona Jiménez, president of the Banderas Bay Hotel Association (AHMBB) and the Riviera Nayarit CVB. “The media has also paid more attention to the destination’s offer, which will no doubt result in greater international projection.”


Alongside its benchmark Luxury and Nature, the Riviera Nayarit also stands out for its Sustainable Tourism and Luxury experiences directed at tourists who seek ever more authentic adventures that allow them to discover a new vision of Mexico without missing out on its rich culture.


The Riviera Nayarit Convention and Visitors Bureau (CVB) and the Bahía de Banderas Hotel and Motel Association (AHMBB) continue to work together to advance the region, strengthening its promotion and helping position it on the international map with the support of the Government of the State of Nayarit via the Tourism Promotion Trust (Fiprotur).