The Riviera Nayarit banks on luxury tourism

  • The CVB’s successful participation in the Virtuoso Travel Week in Las Vegas consolidates the Riviera Nayarit’s position as a premium destination on the international stage.

The Riviera Nayarit participated in the 33rd annual Virtuoso Travel Week 2021 conference, one of the most important international events for the luxury market held from August 8 to 13 in Las Vegas, Nevada.

This was the first hybrid format event (face-to-face and virtual) hosted by Virtuoso Travel after the Covid-19 pandemic. Around 800 travel agents specialized in the luxury segment participated in the event, along with more than 1,800 remote participants.

During the event, the Riviera Nayarit Convention and Visitors Bureau (CVB) held 72 business meetings, 80% of these with travel agents from different states in the United States and the rest primarily with travel agents from Mexico; these are currently the two most active markets for the destination.

Virtuoso Riviera Nayarit

The Riviera Nayarit frequently conducts joint activities, usually virtually, as Virtuoso is one of the most effective consortiums for the luxury segment, said Marc Murphy, managing director of the CVB.


“The Riviera Nayarit CVB has focused on the luxury segment as one of the priority sectors in tourism promotion. It attracts more tourists to the destination, with a higher average expenditure and a low-impact approach, which allows us to maintain our environmental preservation policies,” he stressed.


Unlike other segments, Murphy added, the Luxury segment never stopped selling even during the pandemic. On the contrary, it has grown notably; even the average hotel rate in Riviera Nayarit increased by more than 60% versus 2019.

There are six properties in the Riviera Nayarit with Virtuoso designation: The St. Regis Punta Mita, Four Seasons Punta Mita, Conrad Punta de Mita, Grand Velas Riviera Nayarit, Imanta Resorts Punta de Mita, and One&Only Mandarina. More properties in this category are projected to be added in the coming years.


Virtuoso is a leading global network of agencies specializing in luxury travel and experiences, with more than 20,000 advisors. This invitation-only organization comprises some 1,800 of the world’s top companies, including hotels, cruise lines, tour operators, and more. An important characteristic of Virtuoso travel agents is their proven productivity, as they bill millions of dollars in travel a year. It will be interesting to see the demand for the Riviera Nayarit and its tourism offerings.


The Riviera Nayarit is a safe destination. Our hotels, restaurants, and tourist establishments follow all the health protocols established by the Federal Government’s Ministry of Health and operate at the allowed capacities. Access to the beaches is limited. Be a responsible tourist: wear your mask and keep your distance.


We’re ready!