Recent news of violence on Mexico’s Pacific coast may have cast the region in a negative light, but the effect on the state of Nayarit has been minimal, according to Juan Enrique Suarez del Real Tostado, the state’s minister of tourism.
During an exclusive, two-part interview with TravelAge West, Suarez shared insight about current events, as well as the destination’s continued growth.
Is it Safe to Visit Nayarit Now?
Recent security incidents — particularly in the state of Jalisco, which is adjacent to Nayarit — caused concern and problems for travelers and advisors alike. But Suarez says that travelers should feel confident about visiting Nayarit, especially since the U.S. lifted all travel restrictions on Feb. 25.
"What we saw in Nayarit was primarily a precautionary moment rather than a tourism disruption,” he said. “The incidents that took place across parts of western Mexico were related to a federal security operation and, as a precaution, our governor issued guidance encouraging residents to remain in place for a short period while the situation stabilized. During that time, tourism operations in Nayarit continued to function.”
Now, travelers can expect a hassle-free — and safe — experience when they visit, he said.
Across the state of Nayarit, tourism services are operating as usual and visitors are enjoying their experiences without restrictions.
Juan Enrique Suarez del Real Tostado, minister of tourism for Nayarit
Credit: 2026 Nayarit State Tourism Board“Today, the situation is calm and fully normalized,” he said. “Across the state of Nayarit, tourism services are operating as usual and visitors are enjoying their experiences without restrictions.”
The tourism minister praised state-wide security efforts, which he said continue to make the state one of Mexico’s safest destinations.
“Nayarit works under a coordinated security model that brings together state authorities, federal forces and tourism-focused security teams,” he explained. “Following the events, this coordination was further reinforced through increased patrol presence and monitoring along key corridors and access routes.”
He also notes that many tourism developments in Nayarit are designed with the region’s safety in mind.
Ultimately, our message is simple: Nayarit is ready, welcoming and committed to ensuring that every visitor has a safe, seamless and memorable experience from arrival to departure.
“Many of our tourism areas — particularly along the Riviera Nayarit coast — are planned resort environments and low-density communities, often with controlled access and private security that complement public safety efforts,” he said. “Ultimately, our message is simple: Nayarit is ready, welcoming and committed to ensuring that every visitor has a safe, seamless and memorable experience from arrival to departure.”
The Evolution of a Destination
Even as Suarez emphasizes that Nayarit remains safe and continues to welcome visitors, he’s also eager to share a bigger story about the long-term evolution of Nayarit as a tourism destination.
There was a time, of course, when the average traveler’s knowledge of the Mexican state of Nayarit was limited to the sun-soaked coastal corridor branded as the Riviera Nayarit. But in recent years, the government’s efforts have expanded to promote tourism throughout the state. The results have been increasingly impressive thanks to a variety of factors, according to Suarez.
“We still lead with our flagship luxury and resort areas — Punta Mita, Nuevo Nayarit and the coast — but we’re now intentionally building itineraries that connect the beach with the state’s cultural, culinary and nature assets, [including] historic towns, coffee country, volcano landscapes, birding and authentic coastal communities,” he said.
To that end, Suarez explains that the government has changed Nayarit’s tourism positioning in three key ways: by encouraging longer stays and repeat visitation; by shifting more marketing to trade and performance channels that drive bookings; and by focusing on premium experiences, including luxury hotel openings and elevated gastronomy.
The debut last year of international flights to Tepic – Riviera Nayarit International Airport (TPQ), which provides an alternative to Puerto Vallarta International Airport (PVR) has made growth even easier, Suarez added.
"The new international air service into Tepic – Riviera Nayarit International Airport is expanding the map for Nayarit in a very meaningful way, especially for travelers who want to explore beyond the traditional coastal hub,” he said. “Looking forward, the expectation is that TPQ becomes a true second gateway for the state — supporting both leisure and visiting-friends-and-relatives travel while making it easier to build itineraries that include Tepic, San Blas and our Pueblos Magicos [designated Magical Towns] alongside the coast.”
Positive Growth Numbers
Suarez also shares several examples of growth for the state’s tourism segment.
"At the destination level, one of the clearest indicators is hotel performance in our leading resort area,” he said. “Nuevo Nayarit has been reported among Mexico’s top performers for occupancy.”
Suarez notes that the focus on promoting a wider swath of tourism destinations in the state is also paying off.
"For emerging regions — areas that historically weren’t as heavily promoted — the most consistent story is increasing visitation tied to beach and town travel patterns, especially during peak holiday periods,” he said. “For example, public reporting around summer 2025 projected about 1 million visitors and around a 5-billion-peso economic boost for the season, driven by both beaches and Pueblos Magicos.”
Grand Velas Riviera Nayarit is one of the region's most recently refreshed properties.
Credit: 2026 Grand Velas Riviera Nayarit
The state is also witnessing a variety of new hotel openings, reopenings and refreshes — including the 2025 renovation and expansion of Riu Jalisco, the $30 million revamp of Grand Velas Riviera Nayarit and the future debut of Pendry Punta Mita in 2028.
Broad Appeal for Travelers and Advisors
Continued investment and growth have helped to make the state more appealing for a variety of travelers, according to Suarez.
“Nayarit is unusually versatile right now, and we’re seeing clear ‘best-fit’ patterns,” he said, pointing to the state’s ability to attract diverse traveler types including ultra-luxury travelers, families, value seekers, experience-oriented vacationers, surfers and travelers interested in boutique hotels and exploring smaller towns. “The opportunity for advisors is that Nayarit isn’t one trip; it’s a destination that supports repeat visitation because the coastal and interior experiences are genuinely different.”
Suarez recommends that travel advisors take a strategic approach to selling Nayarit, focusing on key messages such as the advantages of having two gateway airports, as well as more diverse trip possibilities.
"Clients can still fly into PVR for classic resort trips,” he explained. “And now, TPQ opens new, itinerary-driven trips and easier access to Tepic, San Blas and Pueblos Magicos.”
Greater access makes it simpler for advisors to create enticing itineraries that combine various experiences, Suarez adds.
“You can pair a high-end coastal stay with culture and nature without adding complicated logistics,” he said.
He also stresses the importance of identifying sales opportunities in shoulder seasons.
"For value and availability, advisors can steer flexible travelers into shoulder windows while keeping peak holiday weeks for clients who prioritize timing over price,” he said.
Suarez confirms that the travel agency community remains a valued ally for the state’s tourism segment.
"In 2026, our travel-trade strategy is centered on making it easier for advisors to match the right part of Nayarit to the right client — whether that’s luxury, all-inclusive family travel, boutique surf towns or culture-and-nature itineraries anchored by Tepic and the interior,” he said.
Gala Riviera Nayarit–Puerto Vallarta, the destination’s annual trade event, is a big part of that strategy. The 2026 edition takes place March 10-12, and Suarez expects nearly 1,000 wholesalers, tour operators, hosted travel agents and trade media to attend.
“Gala is an important marketplace moment for us because it helps convert destination interest into real packaging and distribution — through one-to-one appointments, contracting conversations and new product updates that advisors and operators can immediately take to market,” he said.
Suarez ticked off several major goals for 2026, including increased international flights at the Tepic airport, longer length of visitor stays and greater promotion of new openings and renovations across the state.
"We expect 2026 to be a growth year, supported by three tailwinds: airlift, room and product availability and luxury momentum — the continued halo effect from recent luxury openings and a high-profile pipeline,” he said.
