Jalisco Targets Canadian Tourists with New Initiatives to Strengthen Tourism

Published on December 29, 2025

The tourism industry in Jalisco, Mexico, has set its sights on strengthening ties with Calgary, Canada, with the aim of raising tourist visitation to the province and establishing the region as the premier international destination. This move follows the visit made to Calgary by Michelle Fridman, the Secretary of Tourism of Jalisco, with the aim of forging a partnership and introducing the distinct tourist attractions that the region has to offer. The move forms part of Jalisco’s long-term plan to ensure that more international tourist visits are registered, especially those that formerly played a vital part in the tourist industry.

Jalisco’s Growing Relationship with Canada

Michelle Fridman, who serves as the Secretary of Tourism for Jalisco, emphasized the long-standing importance of Canada as a key market for tourism in the region. “Canada has always been a really important market for Jalisco,” Fridman remarked, noting the significant number of Canadian visitors who choose to travel to the state each year. Jalisco is known for its rich culture, stunning landscapes, and vibrant cities, making it an appealing destination for Canadians seeking both adventure and relaxation.

Fridman’s trip to Calgary was part of a broader effort to further engage Canadian travelers, create new partnerships, and boost tourism. As one of Mexico’s most popular states, Jalisco offers a diverse array of experiences for tourists, from the colonial charm of Guadalajara to the picturesque beaches of Puerto Vallarta, which are already well-known among Canadian travelers. This region also boasts a rich culinary scene, unique cultural traditions, and a diverse natural landscape, all of which make it a top destination for tourists.

A Focus on Tourism Growth and Economic Recovery

Jalisco has made significant strides in recovering from the global pandemic’s effects on the tourism industry. The region has seen a steady return of international visitors, and Canadian tourists have been key to that recovery. Fridman’s discussions during her Calgary visit centered on how to build upon this momentum and attract even more visitors from Canada.

As part of the strategy, the government is focusing on promoting Jalisco’s cultural heritage and the unique experiences the region offers, including its tequila-producing towns, vibrant festivals, and beautiful landscapes. In addition to traditional tourism, Jalisco is also pushing for growth in sectors like eco-tourism, adventure tourism, and wellness travel, which are increasingly popular among Canadian travelers.

Canada, with its proximity to Mexico and a shared cultural connection, has always been one of the top sources of international visitors to Jalisco. The goal now is to further develop this relationship and encourage more Canadians to explore all that the region has to offer.

Enhancing Canadian Visitation to Jalisco

Jalisco’s tourism industry is working to create tailored marketing campaigns aimed at Canadian tourists, highlighting the region’s diverse attractions and the ease of travel from Canada to Mexico. Fridman pointed out that Jalisco’s proximity to Canada makes it a convenient travel destination for short getaways, with direct flights available from major Canadian cities like Calgary, Toronto, and Vancouver.

The visit to Calgary also helped to underscore the connection between the two regions. As one of Canada’s major cities, Calgary is home to a large number of residents who have ties to Mexico or have traveled there in the past. These residents are important ambassadors for Jalisco, sharing their experiences with friends and family and encouraging others to visit. Fridman and other Jalisco tourism representatives aim to tap into this existing network and amplify their efforts to encourage repeat visits and new tourism bookings.

The Economic Impact of Increased Tourism

The increased Canadian tourism to Jalisco has a direct economic impact on the region. Canadian visitors contribute significantly to the local economy through spending on accommodation, dining, excursions, and cultural experiences. For every tourist that arrives in Jalisco, there is a multiplier effect, benefiting a wide range of local businesses, including hotels, restaurants, tour operators, and artisans.

Fridman emphasized that the tourism industry not only boosts the economy but also creates jobs and supports local communities. With the state’s renewed focus on attracting Canadian tourists, the economic benefits will continue to ripple through the region. This influx of visitors supports the long-term sustainability of the tourism sector and contributes to a more diverse, resilient economy.

Strengthening Partnerships for Future Growth

In her meetings with tourism leaders and stakeholders in Calgary, Fridman discussed various opportunities to strengthen partnerships between Canada and Jalisco, including collaboration with travel agencies, tour operators, and influencers who can help market the region. She also highlighted the importance of engaging with local governments and tourism bodies to ensure that Canadian visitors are well-supported and informed during their travels.

Beyond tourism, these partnerships also foster cultural exchange, as Canadians get the opportunity to immerse themselves in Jalisco’s unique traditions, cuisine, and customs. The potential for growth in both the cultural and economic sectors is substantial, and Fridman’s efforts are paving the way for Jalisco to become an even more prominent player in the international tourism market.

A Promising Future for Jalisco Tourism

Looking ahead, the tourism sector in Jalisco has many prospects of growth, and the arrival of Canadians is one of the most critical factors that will shape this scenario. Jalisco has all the attributes that appeal to visitors looking to explore different experiences. Jalisco can attract more visitors from all over the world as it builds on its relationship with Canada and works to improve the tourist experience.