Is Jalisco Worth Visiting? Tequila, Beaches, Puerto Vallarta

From San Diego, hopping across the border is easy and quick. You get to experience a different country and culture; the food is cheap and amazing, and the wine is delicious. Why would you need to go anywhere else in Mexico? 

Mexico is one of the most diverse countries in the world, and while I love Baja, there are a lot of other places to discover. Like Jalisco. 

“Jalisco is Mexico because it embodies the essence of Mexico. Tequila is from Jalisco. Mariachi is from Jalisco.” Michelle Fridman Hirsch, Secretary of Tourism of Jalisco

I just interviewed the Secretary of Tourism of Jalisco, Michelle Fridman Hirsch, and she made me even more curious about this state. So, is Jalisco worth visiting? Like many of you, I have been to Puerto Vallarta, and I loved it. I loved the beaches, the adventurous things to do, and of course the restaurants. But I haven’t seen much else. 

Baja is beautiful, but it isn’t all that different from California. The beaches and beach towns, the food, and the desert mountains inland look quite similar. Jalisco is different. 

“The town on the beach of Vallarta is a traditional Mexican town. You don’t get to see that on the beaches of Baja.” Michelle Fridman Hirsch, Secretary of Tourism of Jalisco

Jalisco is perfect for tourists who want to explore independently

Before I went, I actually thought Puerto Vallarta would be similar to Cabo or Cancun, where tourists book a fancy resort and never leave. But I was so wrong. And Michelle agreed. 

“Vallarta is a destination that you cannot experience inside the hotels. … There are other destinations that are developed so you can stay in the hotel and never leave the hotel. That’s not Puerto Vallarta. Puerto Vallarta happens outside the hotels.” Michelle Fridman Hirsch, Secretary of Tourism of Jalisco

The state has created some incredible tourist routes that independent travelers can explore on their own, including two tequila routes, two wine routes, and a cheese route. That makes planning your itinerary a lot easier and lets you discover this state based on your hobbies and interests. I mean, who wouldn’t want to go on a tequila, wine, or cheese-themed road trip around Jalisco? Count me in!  

The food scene in Jalisco is a must for foodies

Jalisco is famous not only for street foods like birria and torta ahogada, but also for fine dining. I got a glimpse of that during my stay in Puerto Vallarta, but I cannot wait to explore more. Michelin just added Jalisco to its food guide. I was excited to see ICÚ, my favorite restaurant in PV, received a Bib Gourmand recognition. Listening to Michelle made my mouth water… 

“The thing with gastronomy in Jalisco overall is, again, diversity. You have the street food, the fine dining. You have the Mexican traditional food. …if you go to the coast, you have all the seafood. And if you go to the mountains, you have all this local cheese, the panelitas. Las panelas, they’re the fresh cheese. It’s very famous.” Michelle Fridman Hirsch, Secretary of Tourism of Jalisco

2027 is the Year of Gastronomy in Jalisco, and there will be a lot of delicious events all over the state, including the 13th edition of the Guía México Gastronómico, where the top 250 restaurants in Mexico receive awards. There will also be food festivals, markets, harvest activities, and new culinary routes across the state.

I can’t wait to go back and eat my way through Jalisco!

It’s easy to get to

Yes, compared to driving or walking to Baja, a 2.5-hour flight seems like a hassle. But have you ever been stuck at the San Ysidro border on a holiday weekend? 

Flying is more predictable, and immigration at the airport is much quicker. It is super easy to get to Jalisco from San Diego. While there are some seasonal flights from San Diego to Puerto Vallarta, I recommend using Cross-Border Xpress (CBX) and flying from Tijuana. You can choose from multiple daily flights to Puerto Vallarta and Guadalajara, and domestic flights are usually much more affordable than international flights. 

And immigration at CBX is super quick and efficient – my record (with Global Entry) was 17 minutes from stepping off the airplane in Tijuana to the curb at CBX in San Diego. Can’t beat that. 

It is safe

Puerto Vallarta has been consistently named as one of the safest beach cities in Mexico. When I visited, it felt very safe, and I had no concerns whatsoever. The same is true for other cities, such as Zapopan near Guadalajara or Ajijic near Lake Chapala, and tourism areas in general. 

As everywhere, I recommend using common sense, exercising caution, and staying away from any sort of shady activity. Do your research and stay up-to-date with current developments in the region. Don’t be flashy. 

When I spoke to Michelle Fridman Hirsch, Secretary of Tourism of Jalisco, she brought up the events of February 22, 2026, when the Mexican government captured the CJNG Cartel Leader Nemesio Rubén Oseguera Cervantes, “El Mencho,” in Jalisco, who was wounded in the operation and died while being airlifted to Mexico City. This led to widespread violence in the state, including Puerto Vallarta and Guadalajara. 

“February 22, something happened. It was a big, massive thing. It was the capture of one of the biggest crime leaders, and it was expected to have a reaction. But that reaction never affected any single tourist. That was not a reaction against tourists. … We got control over that situation in 24 hours. … We reestablished tourism in 48 hours, and the travel warnings from the U.S.—which is the harshest—came back to normal in 72 hours.” Michelle Fridman Hirsch, Secretary of Tourism of Jalisco

Jalisco was rated Level 3 by the US Travel Advisory before February 22 and remains Level 3 today. Level 3 means: Reconsider Travel – the same as for Baja California. Stay away from the border regions with Colima and Michoacan, as well as Federal Highways 110, 80, 15 & 15D, and do not drive at night. 

I was impressed by how openly and matter-of-factly Michelle talked about the elephant in the room, which is not my experience talking with other tourism officials in Mexico. 

Jalisco is so diverse

Yes, Baja is beautiful, but Jalisco is much more diverse. You get tropical beaches, misty mountains, lush jungles, lakes and waterfalls, highland deserts with agave plantations, cute beach towns, a big metropolitan city, and beautiful colonial towns and Pueblos Mágicos. It is almost like a “Best of Mexico” state, where you can experience almost everything that Mexico is known for in one state. 

A lot of things that you think of as “traditional Mexican,” such as Tajín salsa, Mariachi, Tequila, Charrería, and tons of Mexican sweets, are from Jalisco. 

“Jalisco is Mexico. That’s our brand. Jalisco is Mexico because it embodies the essence of Mexico.” Michelle Fridman Hirsch, Secretary of Tourism of Jalisco

The people & their stories

I have said it over and over again: what draws me to Mexico most is the people there. The smiles, the warm welcome, the hospitality that goes beyond just doing their job, the stories they share. 

From the Opera-singing beer brewer in Mexicali, the Mathematician turned winemaker in Valle, to the story of Serapio, which Michelle shared with me: Serapio came to the US as a farmer many decades ago, chasing the dream. He learned about farming and became a grafter, specializing in vines in Napa. He became so good at it that he worked in famous vineyards all over the world, in France, Spain, Italy, and Portugal, before returning to Napa. Now he is back in Jalisco, where he made his ultimate dream come true: owning a vineyard with over 30 grape varietals on Lake Chapala. 

Isn’t that an incredible story? I can’t wait to meet Serapio and try his wine! 

Have you been to Jalisco? Where did you go, and do you think it was worth the flight? 

I spoke with Michelle Fridman Hirsch, Secretary of Tourism for the State of Jalisco, in San Diego on September 17, 2026. The conversation was conducted in English and ran approximately 30 minutes. Quotes have been condensed for length; the meaning is unchanged. The interview was arranged by the Jalisco Secretariat of Tourism. The Tourism Board of Puerto Vallarta hosted and arranged my press trip to Puerto Vallarta in May 2025.

Last Updated on September 28, 2026 by Maria Haase

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