Puerto Vallarta’s rise to fame as a resort town can arguably be traced back to Tennessee Williams’ 1948 play, “Night of the Iguana.” While the play wasn’t staged until 1959, its subsequent film adaptation, directed by John Huston, cemented Puerto Vallarta’s destiny. Huston’s arrival in 1963 and subsequent filming in 1964 solidified the city’s place on the map. The film starred Richard Burton and Ava Gardener. Elizabeth tagged along to keep an eye on him, and the couple fell in love with Vallarta and had homes here.
Puerto Vallarta is now set to become a global film destination thanks to the Filma Jalisco initiative, unveiled by Governor Pablo Lemus at FITUR 2025. The project has garnered strong support from Puerto Vallarta Mayor Luis Munguía and local tourism officials.
Mayor Munguía expressed his gratitude to Governor Lemus for his commitment to Puerto Vallarta, stating, “For the first time, we have a governor who is demonstrating his love for Puerto Vallarta with concrete actions.” He emphasized the project’s potential to solidify the city’s global standing and attract international attention.
Alejandra Cornejo, Puerto Vallarta’s Director of Tourism, explained that Filma Jalisco aims to position Jalisco as Mexico’s and Latin America’s premier film destination by attracting and supporting national and international productions.
The initiative rests on four pillars:
- Filma Fund: Economic incentives for film productions.
- Filma Events: Support for film industry events.
- Filma Points: Attracting investment and development in Jalisco’s film sector.
- Filma Academy: Training and nurturing talent through specialized programs.
Cornejo highlighted Puerto Vallarta’s readiness for the project, adding, “This initiative will bring significant opportunities to our city, allowing it to become a benchmark of excellence in the global film industry.”
FITUR 2025 provided an ideal platform to showcase Puerto Vallarta’s potential, emphasizing its picturesque landscapes, cultural heritage, and established tourism infrastructure. Filma Jalisco aligns with efforts to promote the city beyond its beach image, attracting new audiences and industries.
Mayor Munguía reaffirmed his administration’s commitment to collaborating with state authorities to maximize the initiative’s benefits. “This program will not only boost our tourism but also open new avenues for economic growth, local job creation, and international recognition,” he said.
With the global film industry seeking diverse locations, Puerto Vallarta, with its stunning scenery and welcoming community, is well-positioned to capitalize on this trend.
Filma Jalisco reflects the state government’s long-term vision to elevate Jalisco’s film industry. By combining financial incentives, infrastructure development, and talent cultivation, the program has the potential to bring significant economic and cultural benefits to Puerto Vallarta and the entire region. The city is ready to embrace its role as a global film destination, further solidifying its reputation as a jewel of Mexico’s Pacific Coast.
Written by Mexpat Realtors – March 2025
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