Last night, London briefly stopped being London. For a few glorious hours, it swapped grey skies for golden tequila hues, polite chit-chat for rhythmic strings, and sensible heels for an overwhelming urge to shout ¡Ay, ay, ay! – all thanks to an enchanting evening hosted by the Ministry of Tourism of Jalisco, Mexico.
Let’s start with the music.
A short but utterly spellbinding mariachi performance set the tone – emotional, joyful, unapologetically dramatic. I’ve always had a soft spot for mariachi, and as the first notes played, I was instantly transported back to my childhood. My grandparents used to play Mexican music on vinyl records at home in Italy – Cielito Lindo, Guadalajara – songs that somehow feel nostalgic even if you weren’t born anywhere near Mexico. Music that hugs you first and asks questions later.
Then there’s Puerto Vallarta.
If that name rings a bell, you’re not alone. For anyone who grew up in the 80s (hello), it’s forever linked to The Love Boat. Every week, the glamorous cruise guests would disembark somewhere exotic and sun-drenched – and Puerto Vallarta was always the one that stuck with me. Romance, palm trees, cocktails at sunset. Frankly, it’s been living rent-free in my head ever since.
But – and this is where the night got really interesting – Lic. Michelle Fridman Hirsch, Secretary of Tourism for Jalisco, made a point that landed beautifully:
Cancún isn’t the real Mexico.
Bold? Yes.
True? Also yes.
Jalisco, she explained, is where Mexico’s soul lives. History, tradition, craftsmanship, gastronomy, music – this is the Mexico that didn’t reinvent itself for tourists, because it didn’t need to. It simply is.
And suddenly, I realised something slightly embarrassing: despite speaking fluent Spanish and having visited Mexico before, I’ve only seen the more tourist-polished side. Jalisco, meanwhile, has been quietly waiting for me – promising, teasing, patiently saying “cuando quieras” for years.
What truly sealed the deal for me were the Pueblos Mágicos – and no, that’s not just a poetic phrase. It’s an official designation given to places with exceptional cultural, historical and architectural value. Jalisco has nine of them, each wildly different and utterly irresistible.
There’s Tapalpa, all cobbled streets and mountain air, perfect for slow weekends and handmade jumpers.
Mazamitla, a forest escape of wooden cabins, waterfalls and cosy fires.
Lagos de Moreno, elegant and UNESCO-listed, where history whispers from every stone.
Mascota and San Sebastián del Oeste, where time slows down and raicilla (tequila’s lesser-known cousin) flows generously.
Talpa de Allende, deeply spiritual and surrounded by one of the richest forests in North America.
Tequila – yes, that Tequila – where agave fields roll like blue-green waves and tasting is practically a cultural obligation.
Tlaquepaque, an artisan dream just outside Guadalajara.
And Ajijic, colourful, creative and set beside the largest lake in Mexico, with sunsets that feel almost theatrical.
And here’s the thing London mums will appreciate: Jalisco isn’t just beautiful – it’s layered. You can do luxury beaches in Puerto Vallarta, authentic food markets in Guadalajara, spa retreats, cultural deep dives, horseback riding between historic haciendas, and yes, even golf with dramatic Pacific views. It’s family-friendly, culture-rich and sophisticated without being stiff.
Oh – and celebrities have already clocked on. Emma Watson, Demi Lovato, Jennifer Coolidge, Belinda Carlisle and even Monaco royalty have all chosen Jalisco recently. They know a good thing when they see one.
As the evening wrapped up, mariachi melodies still humming in the background, I found myself mentally rearranging my travel wish list. Italy will always be home. London is where life happens. But Jalisco?
Jalisco just moved to the very top of my “I’m going, I don’t know when, but I’m going” list.
After last night, it doesn’t feel like a destination anymore.
It feels like a promise – one I’m finally ready to keep.
Hasta pronto, Jalisco.
Monica Costa founded London Mums in September 2006 after her son Diego’s birth together with a group of mothers who felt the need of meeting up regularly to share the challenges and joys of motherhood in metropolitan and multicultural London. London Mums is the FREE and independent peer support group for mums and mumpreneurs based in London https://www.londonmumsmagazine.com and you can connect on Twitter @londonmums
