Puerto Vallarta has been chosen as the Jalisco launch site for “Avanzamos por México,” a federal tourism initiative designed to prepare local businesses for the influx of visitors during the 2026 FIFA World Cup. The program, led by Mexico’s Ministry of Tourism in partnership with BBVA, targets merchants, artisans, travel agencies, hotels, and tourism service providers with a straightforward promise: digital tools, financing access, and promotional support.
BBVA’s role is practical, not ceremonial. The bank is rolling out point-of-sale terminals, digital payment links, and credit options at competitive rates, even for the smallest vendors. The goal is to ensure that World Cup spending reaches local hands, not just international resort chains. For a city that ranks as Mexico’s second-most visited tourist destination, the timing matters.
The initiative rests on five pillars: planning, infrastructure, professionalization, promotion, and marketing. Jalisco’s Secretary of Tourism highlighted the seamless coordination between government and private sector that positioned Puerto Vallarta as the model for nationwide rollout. The program recognizes that informal economy vendors, from beachfront artisans to family-run restaurants, often lack the digital infrastructure to capture card-based spending from international visitors.
Puerto Vallarta’s selection as the state launch site reflects its strategic importance in Mexico’s tourism portfolio. With millions of annual visitors and a growing reputation as a premier Pacific coast destination, the city now faces a deadline: the World Cup kicks off in June 2026, and the infrastructure window is closing.
Sources: Banderas News; Casa Bay Villas
