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June 19, 2023

Puerto Vallarta: Cultural Patrimony of Jalisco

Celebrating the bicentennial of Jalisco as a free and sovereign state includes its leading tourist destination—Puerto Vallarta

The “Friendliest City in the World” is not only known for its natural attractions of sun, sea and mountains.  It is also a window of Mexican culture to the rest of the world.

Puerto Vallarta is home to Jalisco's cultural icons, such as tequila, charrería and mariachi, which undoubtedly give identity to the entire country and represent the state throughout the world.

In 2018, the Historic Center of Puerto Vallarta was declared Cultural Heritage of Jalisco and Vallartense families keep alive the tradition of the Fiestas Guadalupanas, declared Intangible Heritage of the State for the materialization of the collective identity of the municipality. 


Jalisco, thanks to the history and creativity that emanates from its cities and towns, is one of the states that has positioned Mexico most through its traditional cuisine. 

One of the most emblematic drinks of Jalisco and of the whole of Mexico is the Tequila.  Its delicious taste has crossed borders and has conquered even the most demanding palates all over the world.

Tequila is made from the blue agave plant and can be found in varieties such as: Tequila Reposado, Añejo or Blanco, all of which have a particular and exquisite flavor.  

Furthermore, there are all kinds of cocktails prepared with this distilled spirit, like: Palomas (tequila and grapefruit soda), the traditional Cantaritos (fresh citrus juice, grapefruit soda, and tequila), Vampiros (tequila, Sangrita, grapefruit soda, and lime), Charros Negros (tequila, cola, and lime juice), the ubiquitous Margaritas, among others. 

Puerto Vallarta offers a wide variety of tours that include guided visits to Tequila distilleries and specialty shops where you can taste and take home your favorite Tequila to share with friends.

To choose the one that best suits your interests and travel budget, we suggest you check our directory of tours and activities.


The Charreria is considered to be the national sport par excellence and has been included in the Intangible Cultural Heritage of Humanity by the UNESCO, thanks to its deep roots in the values and the history of Mexico. 

The great Charro culture is also deeply rooted in the city of Puerto Vallarta and the surrounding region.  For decades, this legendary tradition has been preserved and passed on to the younger generations by Vallartense families and local charro associations.

A clear example of this is the outstanding participation of the Puerto Vallarta charros in public celebrations such as Charro Day (September 14), Fiestas Patrias (September 16), Revolution Day (November 20) and the Anniversary of Puerto Vallarta (May 31).

The commemorative parades, which take place along Puerto Vallarta's El Malecon boardwalk and the main streets of Downtown, feature colorful contingents of charros and skirmishers of all ages. 

Often, the riders display the maneuvers upon the handling and control over their horses, while men, women, and children on foot, are warmly greeted by the crowd as they demonstrate the elaborate suertes (skills) that they masterfully perform during the parade. 

Annual events have established themselves as must-see events for travelers to Puerto Vallarta, such as the Gran Premio Internacional Charro Hacienda Serena.  They are also a means of strengthening the bonds of friendship and brotherhood between the local charro community and other exponents of this sport from other states in Mexico and the United States.

Downtown Puerto Vallarta—Cultural Patrimony of Jalisco

The Ministry of Culture of the State of Jalisco announced that the historic center of Puerto Vallarta has been included in the list of the Cultural Patrimony of Jalisco, on the occasion of the Centennial of Puerto Vallarta in 2018.

The polygon known as the "Fundo Legal" was therefore cataloged as a zone of protection and conservation of the entire urban image.  The declaration also provides for preserving the distinctive architectural elements of Cultural Patrimony that are located within the zone.

With this declaration, traditional buildings and monuments located in Downtown Puerto Vallarta, such as Our Lady of Guadalupe Parish, Plaza de Armas Square, and all properties with heritage value, must maintain their image and essential features. 

In this way, the unique qualities that distinguish and give identity to the “Friendliest City in the World” will be preserved in the first plaza of Downtown Puerto Vallarta, characterized by cobblestone streets, houses with white walls, colored trim and reddish tiles.

Fiestas Guadalupanas, the Soul of Puerto Vallarta

In 2018, the Fiestas Guadalupanas of Puerto Vallarta were declared an Intangible Cultural Heritage of Jalisco for "materializing the collective identity of the community," for being an annual celebration that has been passed down through generations and continues to this day as a popular practice.

The pilgrimages in honor of the Virgin of Guadalupe gather, during the first 12 days of the month of December, thousands of believers.  They take to the streets of Downtown Puerto Vallarta to show their faith and give thanks for the favors received during the year. 

Up to 400 processions are registered in the program of the Fiestas Guadalupanas of Puerto Vallarta.  The main activity consists of a "pilgrimage" along Juarez Avenue to the Our Lady of Guadalupe Parish, located at El Centro.

Workers, youth groups, students, religious congregations, folkloric dance groups, mariachis, musicians, parishioners with banners and images of the Virgin, floats and crowded pilgrimages like "Families of Old Vallarta" and "The Favored" gather there. 

In addition, a large number of pilgrims from other municipalities of Jalisco and neighboring states travel to Puerto Vallarta to take part in the festivities.


Puerto Vallarta is one of the most important beach destinations in Mexico and the world, thanks to its great natural, cultural, historical and culinary attractions.  It is a destination impregnated with the essence of Mexicana: Tequila, Mariachi and Charro culture, recognized by UNESCO as World Heritage of Mankind, are symbols that give us identity. 

We invite you to share your best photos of the historical and cultural sites of Puerto Vallarta through our social networks (Instagram, Facebook y Twitter), using the hashtag #PuertoVallarta.

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