by Natasha Lair
Last updated: 7:55 PM ET, Tue March 31, 2026
At a time when headlines around travel to Mexico continue to shape traveller sentiment, Jalisco Secretary of Tourism, Michelle Fridman is making one message clear: The reality on the ground doesn’t match what travellers are seeing online.
TravelPulse Canada spoke with Fridman during a recent visit to Canada to get to the truth behind those headlines. Asked about the gap between media coverage and on-the-ground reality, she said, “Thanks for asking. That’s an opportunity for us to bring you real information.”
Fridman acknowledged the security incident on February 22 but emphasized how quickly the destination stabilized.
“Yes, something happened… but Jalisco is a safe destination today,” she said.
According to Fridman, operations across the state, including air connectivity, hotels and restaurants, were restored within 48 hours, with destinations “back to normal very, very fast.”
She also pointed to updated advisories, noting that Canada has returned Jalisco to its previous level.
“I think not many people know that, so it’s important to make sure everybody in the industry knows that Canada has the same level of alert for Jalisco… as before the crisis.”
Fridman stressed that tourists were never directly impacted.
“No tourist was at risk at any moment during this crisis… there was no intentions from anyone to attack tourists or civilians.”
A key concern for Jalisco’s tourism leadership has been how quickly misinformation spread in the days following the incident.
She cited examples of AI-generated images and false reports circulating online, adding that while the situation was “scary,” the scale of coverage did not reflect reality.
She said images generated by AI falsely depicted fires across Puerto Vallarta, including scenes of the downtown core engulfed in flames, as well as reports of a shooting at the airport, events she stressed never occurred. In total, officials tracked nearly 20,000 negative stories within just three days, many of which were either inaccurate or taken out of context, underscoring how quickly false narratives can shape global perception.
“What happens… it looks scandalous, yes, but it happens frequently in many places in the world and the destinations just keep moving.”
Despite the headlines, Canada remains one of Jalisco's most important international tourism sources, consistently ranking among its top inbound markets.
“Canada is very important. Very, very important,” Fridman said.
While Puerto Vallarta remains a cornerstone for Canadian travellers, she pointed to growing interest in other parts of the state, including Guadalajara and inland destinations.
“We’re trying to let people know that there’s much more to visit,” she said, highlighting direct air connections from Calgary, Toronto, Montreal and Vancouver.
Recovery underway, but timing a factor
While much of the state has rebounded quickly, Fridman acknowledged that Puerto Vallarta is still seeing some softness.
“Puerto Vallarta is still struggling a little bit… it’s been improving though,” Fridman said, noting that the timing (at the end of peak season) makes it difficult to isolate the full impact of the incident.
On the ground, however, visitor experience remains unchanged.
“If you go to Puerto Vallarta… you’ll find that business as usual,” she said
Beyond the beach
A focus, Fridman shared, is expanding beyond traditional sun-and-sand travel by promoting the state as a multi-destination experience.
“Jalisco is sort of a country on its own,” she said.
The strategy includes linking urban, coastal and cultural experiences into a single itinerary.
“You can land in Guadalajara… enjoy the inland… and then go to the beach in Puerto Vallarta and fly back home from there.”
The state is also highlighting experiences tied to tequila, mariachi and smaller towns, positioning itself as a destination that delivers both variety and cultural depth.
“If you want to travel to Mexico because you’re looking for the Mexican identity and the Mexican essence, Jalisco is the place.”
Looking ahead
Jalisco is also preparing for a busy year of international events, including matches tied to the FIFA World Cup 2026.
“We call it the year of international events,” Fridman said, noting more than 100 global events scheduled across the state.
Hotel development is also accelerating.
“Last year, we announced another 40 new hotels… and we will arrive to the World Cup with over 90,000 rooms.”
For Canadian travel advisors, Fridman’s message was clear.
“Jalisco has been and remains and will remain a safe, friendly and kind destination… we want Canadians to feel like they’re at home.”
While perception remains a challenge, Jalisco is leaning into transparency, trade engagement, and experiences to rebuild confidence.
“Once they go to Mexico, they realize Mexico is super safe… super kind,” Fridman said.
“We want Canadians to come home and feel like they’re at home, because we actually feel like they’re part of our family.”
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