Jalisco tourism minister looks to strengthen ties between Canada and Mexico

The Minister of Tourism for the state of Jalisco, Michelle Fridman, says upcoming events and growing interest between the Canadian and Mexican markets present new opportunities for growth in the tourism sector.

Earlier this month, Fridman was in Calgary to discuss new flights between Guadalajara and Calgary, which already represent an important boost to the state’s tourism economy.

“Canada has always been a really important market for Jalisco,” Fridman said. “Canadians represent 15 per cent of our international travellers. That’s an important number, but this year we’ve seen significant growth in the Canadian market.”

Figures from September show Jalisco has experienced an eight per cent increase in Canadian visitors.

“And that’s before the high season, so we’re expecting to reach 10 to 11 per cent growth,” she said. “While I can’t provide revenue figures specific to Canadians, tourism represents more than nine per cent of our GDP, and Jalisco is one of the wealthiest states in Mexico.”

As the 2026 FIFA World Cup draws closer, Fridman said the event holds strong potential to strengthen tourism partnerships between Canada, Mexico and the United States, the three host nations.

“It’s a great way to prove that sports, tourism, culture and music break barriers and borders,” she said. “I’m sure travellers from around the world — especially from these three countries — will travel from one city to another.”

With Guadalajara selected as one of the host cities, Fridman said it offers a unique opportunity to showcase Jalisco to a global audience.

“We like to say Jalisco is Mexico, because we represent many of the icons Mexico is known for, like mariachi, tequila and charrería,” she said. “We’re the most Mexican destination, so people who want to experience the World Cup the Mexican way should definitely come to Jalisco.”

Jalisco working to improve connectivity to make travel easier

Fridman said new rules and regulations affecting Canadians travelling to the United States also present opportunities for Mexico to attract more visitors.

“I’ve always said Canadians and Mexicans share many things, despite our differences in language, culture, weather and landscape,” she said. “One of the most important things we share is warmth — Canadians are very friendly, and so are Mexicans.

“Sadly, another thing we’re sharing is hostility from our neighbouring country toward many visitors. So we’re opening our doors to Canadians.”

She said Jalisco is working to improve connectivity to make travel easier.

“We want Canadians to know we can’t wait to welcome them to Puerto Vallarta, Guadalajara and across Jalisco,” Fridman said. “We’re taking this as an opportunity, and that’s why we’ve been working on new connectivity — to make it easier for Canadians to find a place where they can enjoy work-life balance.”

Another initiative focuses on encouraging visitors to explore areas beyond Jalisco’s most popular destinations.

Although Puerto Vallarta remains a popular destination for Canadian snowbirds, Fridman said there is a push to promote other regions.

“The Costalegre and Puerto Vallarta together stretch nearly 400 kilometres of Pacific coastline,” she said. “Costalegre is currently the area with the highest luxury development, but we also have 12 pueblos mágicos — charming towns across the state.

“We have two tequila routes, one raicilla route, two wine routes under development, and the city of Guadalajara.”

She said travellers already visiting Puerto Vallarta are being encouraged to explore further.

“We’re inviting Canadians to visit the town of mariachi, the town of tequila, or the largest lake in Mexico — Chapala,” she said.

Looking ahead, Fridman said tourism ties between Canada and Mexico will continue to grow due to geographic proximity and mutual interest.

“We’re both very interesting destinations for each other,” she said. “For many years, Mexico has been one of Canada’s main markets, and Canada has consistently ranked among Mexico’s top five.”

For those considering a trip to Mexico, Fridman encouraged Canadians to visit Jalisco.

“We’re a friendly destination, a safe destination, and we’re waiting for Canadians to come and enjoy everything we offer,” she said. “We’re fun, colourful and joyful, with a vibrant food scene, beautiful beaches and countless experiences.

“Among everything Mexico represents, I believe Jalisco is the best expression of it. And it’s also a great gateway to the rest of Mexico.”