Tourism Development Agenda in Puerto Vallarta, México

México is a developing country where tourism play an important role as economic activity. The aim of the paper was to analyse the public policy agenda in the touristic region of Puerto Vallarta, Jalisco. The research analysis the development of tourism from 2010 decade to actual period. Discourse analysis and content analysis are the main methods to conduct the study. A discourse analysis of a local newspaper was conducted to observe the tourism agenda and the reproduction of the “common senses” related to the benefits of tourism to the country. On the other hand, diverse local conflicts are silenced in the political discourse. In addition, we analysed the political plans of urban development, observing that they were the instrument used to conduct tourism development in the study locus. As preliminary conclusion we identified that the tourism agenda is conducted by an urban development agenda, that is actually based on the expansion of constructions to tourism use in the most noble parts of the city.