Jalisco is slated to host an edition of Fashion Week, tentatively scheduled for April 14-17 in Puerto Vallarta.
So far, state authorities have not released further details about the format, participants, or scope of the event, which is shaping up to be a new international showcase for the state.
The announcement comes in the context of Jalisco’s participation in the 2026 International Tourism Fair (FITUR) in Madrid, where the state presented an agenda aimed at strengthening its tourism, cultural, and business positioning in international markets.
“At FITUR 2026, Jalisco is the only state participating with three exhibition spaces to promote tequila and its wide range of tourism offerings, the state’s role as the most Mexican host of the 2026 World Cup, and the state’s most representative food and beverages,” explained the Jalisco Ministry of Tourism (Secturjal) in its official statement.
“Among the activities of the Jalisco governor, the announcement that Jalisco is a finalist in the International 2026 category by Condé Nast Traveler magazine for hosting Fashion Week Mexico in April stood out, as did numerous working meetings to boost investment and connectivity in the state,” the statement added.
During the trade show, the state of Jalisco drew attention within the Mexico Pavilion through gastronomic and cultural activities that included samples of regional cuisine, traditional beverages, and traditional artistic expressions.
The Jalisco Tourism Secretariat reported that the delegation held meetings with tour operators, airlines, and hotel groups, with the goal of expanding air connectivity, attracting investment, and diversifying the tourism offerings. These actions are part of a long-term strategy leading up to global events, such as the 2026 FIFA World Cup.
In parallel, progress was made on projects linked to high-end tourism, such as the Nautical Staircase in Jalisco and Costalegre, as well as on partnerships with European organizations to adopt quality and sustainability certification models.
Opportunities for hotel expansion and luxury real estate developments were also explored, along with cultural initiatives to promote the state’s identity in Europe.
The potential hosting of Fashion Week in Puerto Vallarta is another key component of this international promotion effort, although for now it remains just an announcement without detailed information on its implementation.
Source: laverdad
