Puerto Vallarta: a magnet for weddings, events and unique culinary experiences

Aerial picture of the pier “Los Muertos” in Puerto Vallarta

Puerto Vallarta has evolved. It's no longer just that beach destination we knew for its golden sunsets and lively boardwalk. Today, it's a brand. Puerto Vallarta is achieving this with more than sun and sea: through experience.

Over the past few years, I’ve noticed significant growth in two specific areas: local gastronomy and event planning (especially weddings and corporate events). I’m speaking from an observer’s perspective; Puerto Vallarta, without making much noise, has already established itself as a benchmark.

Gastronomy as the value in Puerto Vallarta

When we talk about brand value, few communicate it as well as the hospitality and culinary sectors here. It’s not a single campaign like "Vallarta Presente" doing the job—it’s the collective effort of businesses, people, and the local community.

You can feel it everywhere: from dinner at a seaside restaurant to a street taco at 2 a.m. Everything radiates authenticity and a clear commitment to quality.

From my point of view, the key terms for gastronomic tourism are all present: sensory experiences, signature cuisine, local producers, gourmet events, destination weddings, corporate gatherings, Visit Puerto Vallarta, among others. Not all travelers come for the food—but many end up staying because of that special "magic" in the city.

Events with soul

Puerto Vallarta is without a doubt a destination that captures attention with its views, locations, people; there’s a rhythm of life here that makes it attractive for weddings and high-level events. Why? Because it makes sense. It strikes a balance between natural beauty, authenticity, and uniqueness. Puerto Vallarta’s local vendors are raising the bar with innovative offerings.

Hospitality as Part of the Experience

Definitely. Hospitality in Puerto Vallarta has evolved. On one hand, there’s still a strong presence of that local, intimate charm — those places that feel like a well-kept secret. But at the same time, large-scale developments are growing around them, signaling a new chapter for the destination. I think there’s beauty in both worlds, although this coexistence means sacrificing tradition for something extra, and viceversa.

The presence of Airbnb has created direct competition. And while hotels still hold clear advantages, the market is undoubtedly shifting. One area of opportunity for hotels lies in offering personalized experiences, building local partnerships, and presenting a more intentional value proposition to guests.

The Challenge of Differentiation

From a personal point of view, I’d say no destination truly compares. From a marketing perspective, Vallarta competes with places like Cancún or Los Cabos. But unlike them, its storytelling isn’t centered around mass tourism or luxury. It’s rooted in emotional connection and a one-of-a-kind experience. It’s a destination that offers intimacy, tradition and a sense of closeness.

Every destination is magical, but from what I’ve experienced, Puerto Vallarta is truly one of a kind.