Riviera Nayarit is one of Mexico’s hottest up-and-coming leisure destinations.

Mexico boasts centuries of history, tradition and culture, but its tourism business is one of its more recent developments. In fact, the Mexican tourism industry is constantly evolving, as Cancun reinvents itself as a luxury destination and the Riviera Maya welcomes more and more hotels while the country gives rise to such emerging destinations as the Riviera Nayarit, officially named this past March. Already the region has caught the attention of the high-end hotel segment, as a 120-room St. Regis Resort & Residences is slated to open by the end of the year, as is a Greg Norman-designed golf course and a second Jack Nicklaus-designed course.

“Riviera Nayarit’s development plan is intended to focus on luxury resorts and sports facilities while protecting its wildlife and nature,” says Marc Murphy, the director-general for the Riviera Nayarit Convention & Visitors Bureau (CVB). “The region is being planned to focus on luxury hotels, spas, golf courses, marinas and other faculties. Many other destinations just grew based on private investment, which led to a spectrum of facilities from budget to luxury. Also, the properties here are all new, which means that the resort and telecommunications facilities are completely modern.”

Situated along 100 miles of Pacific coastline north of Puerto Vallarta, with the Sierra Madre Mountains serving as a scenic backdrop, Riviera Nayarit is expected to attract couples, families, destination weddings, incentive groups, golfers and watersports enthusiasts. Currently, 50 percent of travelers to the Riviera Nayarit are from the U.S. and, according to Murphy, the CVB hopes to double that number—as well as attract more visitors from other countries—in the next four to five years.

“We believe a wide spectrum of travelers would be interested in traveling to Riviera Nayarit, especially those who appreciate the beauty of the region’s natural wonders, such as its mangrove forest reserves, sea turtle sanctuaries and 100 miles of golden-sand beaches,” he says.

  Within the destination, visitors will have the option of staying in Nuevo Vallarta, Riviera Nayarit’s most developed area, or Punta Mita, an exclusive resort development that was founded with a Four Seasons Resort and the first of two Nicklaus golf courses. Punta Mita will also serve as home to the aforementioned St. Regis Resort and second Nicklaus course. Also coming online is La Cruz de Huanacaxtle, which is completing its first phase with a 400-slip marina accommodating sailing and motorboats up to 400 feet in length. A second phase of development, which is to include a boardwalk, hotels, condominiums, shops and restaurants, will be built between 2008 and 2010. Another totally new area, Libitu, is being developed, starting with a golf course scheduled for completion this year. Also recently inaugurated was Los Veneros, a resort area on the Banderas Bay coast between La Crux de Huanacaxtle and Punta Mita. The $126 million investment incorporates 251 condominiums, a boutique hotel, beach club, spa and conference rooms. The resort area is due for completion by the end of 2009.

More locations within Riviera Nayarit are just embarking on their initial development plans, and more destinations will be announced in the future. Such small fishing villages and towns as Sayulita and San Blas are still relatively undiscovered and undeveloped.

Between 2005 and 2007, government invested $1.5 billion in tourism facilities and infrastructure. Fifteen percent of the investment in the 20 projects in development is from the U.S. The overall investment, however, will result in not only the St. Regis Resort but the Four Seasons Punta Mita, Grand Velas All Suites & Spa Resort in Nuevo Vallarta (a member of Leading Hotels of the World) and Paradise Village Resort. In addition, construction on the Marival Resorts and Condominium Hotel, also in Nuevo Vallarta, is set to begin later this year.

“In terms of accommodations, Riviera Nayarit offers many options, ranging from intimate bed-and-breakfast-type hotels by the sea to luxurious, deluxe Five-Diamond resorts,” says Murphy.

Travel agents can expect to see the Riviera Nayarit CVB, in conjunction with major tour operator partners, participate in agency education programs in cities throughout the U.S. and Canada. The CVB is also hosting an online contest, “Name Our Treasures,” which is open to the public as well as travel agents and tour operators. Participants are invited to select their favorite image of the destination and create a slogan to complement the image. Six winners will enjoy a four-night, all-inclusive stay at the Marival Resort, including transfers from the airport.