Tijuana and Puerto Vallarta Lead the Transformation of Sustainable Tourism in Mexico

In recent years, Tijuana and Puerto Vallarta have emerged as pioneers in implementing sustainable tourism projects in Mexico. These initiatives aim not only to attract visitors but also to respect the environment and benefit local communities through eco-tourism and community-based tourism.

According to data from the Sectoral Tourism Program 2020-2024, both destinations have shown significant progress in adopting sustainable practices. In 2023, approximately 35% of tourism projects in Tijuana and 40% in Puerto Vallarta incorporated sustainability criteria. By 2024, these figures increased to 50% and 55%, respectively, reflecting a 15% growth in Tijuana and a 15% increase in Puerto Vallarta within a year. This increase demonstrates a growing commitment from developers and local authorities toward more responsible tourism.

Despite these advances, the implementation of sustainable tourism projects faces complex challenges. One of the main challenges is the need for adequate infrastructure to support tourism growth without compromising natural resources. In this context, the Pacific Airport Group (GAP) announced in February 2025 an investment of 52 billion pesos (approximately 2.53 billion dollars) over the next five years. This plan includes the construction of a new terminal in Guadalajara and the expansion of existing terminals in Tijuana and Puerto Vallarta, with the goal of increasing airport capacity by 50%.

However, infrastructure expansion must be accompanied by policies that ensure sustainability. The overexploitation of resources, such as water, can create conflicts between the tourism sector and local communities. An example of this is the situation in Los Cabos, where tourism development has led to an unequal distribution of water, negatively impacting local communities.

Solutions That Will Change the Course

To address these challenges, the following actions are proposed:

1. Implementation of green technologies: Promote the use of renewable energy sources and efficient water management systems in new tourism developments.

2. Community participation: Involve local communities in the planning and management of tourism projects, ensuring that economic benefits are distributed equitably.

3. Education and training: Offer training programs on sustainable practices for both tourism operators and local residents.

4. Strict regulations: Establish clear regulations that require developers to comply with environmental and social standards.

The mayor of Tijuana, Ismael Burgueño Ruiz, has emphasized the importance of developing tourism initiatives that respect the environment and benefit local communities. In a recent statement, he highlighted: "Our goal is to transform Tijuana into a benchmark for sustainable tourism, where economic growth goes hand in hand with environmental conservation and the well-being of our people."

Meanwhile, the mayor of Puerto Vallarta, Luis Ernesto Munguía González, stated: "We are committed to promoting eco-tourism and community-based tourism as pillars of our tourism strategy. We believe that responsible development is key to preserving our natural and cultural treasures for future generations."

Tijuana and Puerto Vallarta are laying the foundation for a tourism model that prioritizes sustainability and community well-being. Although significant challenges remain, investments in infrastructure and policies focused on environmental conservation and social inclusion are crucial steps toward more balanced and fair tourism. Collaboration between authorities, developers, and local communities will be essential to consolidate these advances and ensure that tourism serves as a tool for sustainable development in Mexico.

Written by: Editorial