Puerto Vallarta, Mexico - Federal, State, and Local governments met on May 31st to implement the joint promotion of Puerto Vallarta and Riviera Nayarit under the slogan "Live it to Believe it." The initiative is meant to increase the influx of tourism through the development of promotional strategies that portray both tourist destinations as one.

For the first time in history resources from the Federal government, the two states, and the Puerto Vallarta and Riviera Nayarit Convention and Visitors Bureaus have been combined to serve one purpose - to achieve the successful management of tourism for the benefit of both destinations.

An international advertising campaign, encouraging visitors to take advantage of the best of both destinations through the development of new tour packages that include experiences in both Puerto Vallarta and Riviera Nayarit, has been launched. Representing an investment of $10 million dollars, the promotional strategy is expected to produce an additional 135,000 visitors and an annual influx of $100 million dollars.

Puerto Vallarta's Tourism Board is already working towards that goal. On June 4th, Apple Vacations Vice President and General Manager, Mark Noennig, and Puerto Vallarta's Hotel Association President, Ignacio Cadena Beraud, signed an agreement to promote Puerto Vallarta as an easy and affordable getaway via new weekly flights from St. Louis, Missouri; Lansing, Michigan; Rockford, Illinois; Philadelphia, Pennsylvania; and New York, NY to Puerto Vallarta's Gustavo Diaz Ordaz International Airport.