Puerto Vallarta City Council Approves “Distintivo I” to Advance Inclusive Tourism

Puerto Vallarta, one of Mexico’s most visited destinations and a renowned haven for LGBTQ+ travelers, has taken a historic step to further cement its reputation as a welcoming city for all. In a council session held this week, local lawmakers voted to approve an initiative by Councilwoman Melissa Madero to amend the city’s Tourism Regulations and create the “Distintivo I”—a formal recognition awarded to businesses that demonstrate a strong commitment to inclusion and non-discrimination in their operations .

The “Distintivo I” (or “Badge I” for Inclusion) aims to set a new standard for the tourism industry by highlighting hotels, restaurants, tour operators, and other establishments that go beyond compliance and proactively cultivate spaces where all guests, regardless of sexual orientation, gender identity, disability, nationality, or background, feel safe and respected .

Councilwoman Madero explained during the session that the badge will serve as both a mark of pride for participating businesses and a clear signal to visitors that Puerto Vallarta prioritizes diversity and equitable treatment. “This is about building a city where every person can feel at home and every business understands the value of inclusion—not just as a policy, but as a lived reality,” she stated .

Puerto Vallarta’s tourism sector, which sees millions of international and domestic visitors annually, has long been recognized for its LGBTQ+ friendly atmosphere, especially in neighborhoods like the Romantic Zone. The city’s move to formalize inclusive practices through regulation is expected to further boost its global reputation as a model for diversity in tourism .

Establishments that wish to earn the “Distintivo I” will need to demonstrate adherence to a set of guidelines, including staff training on non-discrimination, accessible facilities, and the promotion of safe spaces for all guests. While the specific criteria and application process will be outlined in forthcoming city government publications, advocates predict robust participation among local business owners eager to display their commitment to inclusive values .

For the LGBTQ+ community, both locally and internationally, the initiative is being hailed as a significant advancement. “Puerto Vallarta has always been a beacon for queer travelers, but formalizing this recognition is a message of solidarity, not just to tourists, but to LGBTQ+ residents,” said a spokesperson for a local LGBTQ+ advocacy group .

This move comes at a time when global travelers are increasingly prioritizing destinations that demonstrate authentic inclusivity and respect for human rights. According to travel industry experts, recognitions like the “Distintivo I” can have a positive impact on both visitor satisfaction and business growth, as more travelers seek safe and affirming environments .

In recent years, Puerto Vallarta has also introduced measures to support sustainable tourism and infrastructure, including a new tourist entry fee designed to fund public improvements . The launch of the “Distintivo I” demonstrates a parallel commitment to social sustainability, affirming the city’s leadership in responsible and ethical tourism.

City officials are expected to roll out the details of the “Distintivo I” program in the coming weeks, including how establishments can apply and what ongoing evaluation will look like. The city council has encouraged all tourism-related businesses to begin reviewing their policies and practices in anticipation of the new requirements.

Community leaders, tourism professionals, and LGBTQ+ organizations have expressed strong support for the measure, emphasizing the importance of moving beyond symbolic gestures to implement real, enforceable standards. “This isn’t just about a badge on the wall—it’s about creating a city where every visitor and resident, including transgender people, same-sex couples, and people with disabilities, can feel valued and protected,” said a representative from a Puerto Vallarta-based LGBTQ+ resource center .

As Puerto Vallarta prepares for its next high season, the “Distintivo I” is poised to become a touchstone for inclusive tourism—not just in Mexico, but across Latin America and beyond.