Puerto Vallarta is navigating a series of challenges as the city balances tourism, economic pressures and environmental concerns. A floating advertising screen has sparked debate over the bay’s visual and environmental impact, while a difficult low season has forced restaurants to cut staff and temporarily close. Meanwhile, the resignation of the city’s Environmental Guard director has added another layer to ongoing questions about how the municipality will manage growth and preservation.

Floating screen sparks controversy in Puerto Vallarta

A vessel featuring a large-format LED screen has begun sailing off the coast of Puerto Vallarta, displaying commercial advertisements visible from various points along the tourist strip. 

Residents, visitors and local representatives have warned that the screen could not only damage the natural landscape through light pollution but also the bay’s image as a tourist destination. 

The screen has been linked to Oceanic Marketing, a company that offers maritime advertising via vessels displaying ads visible from the shore. 

In response to the criticism, Municipal President Luis Ernesto Munguía González asked environmental federal authorities, as well as the navy ministry and port authority, to review the vessel’s operating conditions. The request includes verifying maritime and environmental permits, as well as safety standards regarding navigation and the use of maritime space. 

The municipal government said that local regulations restrict large-scale billboards on land. However, authorities added there are currently no regulations pertaining to advertising installed at sea.

As such, authorities are now working to clarify which rules would apply

Puerto Vallarta restaurateurs affected by tourism decline  

The sharp drop in visitor numbers during the low season has led Puerto Vallarta restaurants to implement staffing and operational adjustments to curb losses. 

In the city center — particularly along the Malecón and its surrounding areas — some establishments have introduced staggered shifts, unpaid leave and early vacation scheduling, as a strategy to cut costs in the face of declining sales.

These measures primarily affect workers who rely on tips and commission, as lower foot traffic reduces both available working hours and daily earnings.

The situation has also led to temporary closures. 

Martha Parra, head of the National Chamber of the Restaurant and Seasoned Food Industry (CANIRAC) in Puerto Vallarta, told news outlet Jafrico that at least 15 businesses have temporarily ceased operations and two have permanently closed. 

Parra acknowledged that the combination of fewer tourists, high rent and overall economic downturn has made it hard for businesses with slim margins to stay afloat. 

She noted that although the current off-season has been more challenging than previous years, it is not an isolated problem, as restaurants in other destinations have also reported declines between 20% and 30% compared to 2025.

Head of Puerto Vallarta’s Environmental Guard resigns 

The restructuring of Puerto Vallarta’s city council saw a high-level departure this week, after Diego López Coronado resigned as director of the Environmental Guard. 

The former official announced his departure on Wednesday via his official social media channels, describing his decision as “well-thought, deliberate and made with a strong sense of responsibility.” 

In his letter to Municipal President Luis Ernesto Munguía González, López Coronado said his decision was based on personal and professional interests, adding that he had different views on certain municipal matters.  

“Over time, however, I have found myself at odds with several of the decisions that have been made, and I reached a conclusion I cannot avoid; there are things that can no longer be defended,” López Coronado wrote.

MND Local: Balancing preservation and growth in Puerto Vallarta

López Coronado had previously served as director of social development before taking on the newly created environmental division, established through an administrative restructure approved by the city council a year ago. 

López Coronado’s departure comes amidst an ongoing review of the organizational structure and assessment of the performance and tenure of municipal officials. 

So far, the municipal government has not announced who will replace López Coronado, nor has it detailed whether further cabinet changes are forthcoming.