How to experience rodeo and cowboy culture in Puerto Vallarta

Forget soccer: in Mexico, and Jalisco in particular, charrería is the name of the game. Recognized as the country’s official national sport, charrería is more than just rodeo-style competition. It’s a cultural display of chivalry, tradition and heritage dating back to the 16th century – and it’s coming to life in Puerto Vallarta at the end of January.

What began as a practical way to manage livestock on sprawling haciendas evolved into a highly skilled and deeply respected art form. Think intricate rope tricks, perfectly trained horses and carriages decked out in artistically embroidered costumes. Since 2016, it has been listed on the UNESCO Representative List of the Intangible Cultural Heritage of Humanity.

Charros take Puerto Vallarta

Imagine the Malecón buzzing with excitement as horses’ hooves clatter down the pavement, sombreros tip off onlookers and mariachi music fills the air. Welcome to the Maleconeada, the lively parade that kicks off the International Vallarta Charro Championship, taking place from January 30 to February 2 at the Lienzo Charro Miguel “Prieto” Ibarría Arena. If you’ve ever wanted to dive headfirst into the rich, leather-clad world of Mexican cowboy culture, this is the event you won’t want to miss. But beyond the spectacle and theatrics of the charreria, Puerto Vallarta is deeply rooted in other cultural traditions that are integral to Mexico, from mariachi music to tequila, and the festival provides the perfect opportunity to celebrate them all.

This year’s championship promises to be just as spectacular as previous years, featuring 35 of the best and the carts. melee (female equestrian) teams from all over Mexico and the United States. Among the headliners are the two-time national champions Charros. Events include show stopping, bull riding and the tercero de muerte (third of death) where charros deftly take out the bulls by charging them with nothing but their lasso skills and a heavy dose of bravery.

But the events aren’t all about rigor: elegance plays a role too. The Escaramuzas, dressed in flowing dresses that give a nod to Jalisco’s folk heritage, will dazzle the audience with their synchronized ballet on horseback.

One of the best parts of the championship is that it’s fun for the whole family. Whether you’re a seasoned chariot fan or a first-time spectator, the event has plenty of ways for visitors to immerse themselves in Mexico’s equestrian traditions. Expect fun crowds, food vendors serving everything from tacos al pastor to churros and plenty of micheladas and tequila.

Tickets for the events are available at the arena box office.

Experiencing charro culture in Jalisco

For those who want to take their newfound love of charrería beyond the stands, Puerto Vallarta—and Jalisco in general—has plenty of ways to get up close and personal with charro culture.

Ride like a stroller: Just minutes from downtown Puerto Vallarta, El Charro Ranch offers horseback riding tours through mountain trails and riverbeds. The family-owned business has been around for over three decades and they organize tours for everyone from beginners to experienced riders.

Visit a traditional hacienda: While Puerto Vallarta is known more for its fishermen than its cowboys, you can take a short trip from the coast to visit the traditional haciendas nearby. Hacienda El Carmen Hotel & Spalocated in El Carmen, Jalisco, is about three hours from Puerto Vallarta. The beautiful structure dates back to the 16th century and has been transformed into a beautiful boutique hotel with individually decorated rooms, flower-covered courtyards, a restaurant and a spa. While staying at the hacienda, head to Tequila’s Pueblo Mágico for an opportunity to experience another pillar of Mexican culture: tequila. This year marks 50 years of official recognition of Tequila’s Dominion of Origin, and what better place to celebrate than in its birthplace?

Mariachi and Margaritas: Mariachi is another cornerstone of Jalisco culture. If you are visiting Puerto Vallarta, make a reservation at Hacienda San Angelrestaurant to enjoy weekly mariachi music. If you can’t make a reservation, you can always go for cocktails and enjoy the music too. You’ll find mariachi bands roaming the Malecon and beach restaurants. Keep in mind that the mariachi bands that approach you on the beach will charge you for their performances.

Shop for Mexican Embroidery: Local craft shops in Puerto Vallarta can get you dressed the part. Makpallifor example, it specializes in hand-embroidery on shirts, hats and dresses. For beautiful leather, from hats and belts to boots and horse gear, Leather art is one of the best shops in Zona Romántica.

The traditions of Puerto Vallarta run deep and the charreria is no exception. The International Charro Championship is more than an event; it’s a celebration of Mexico’s heritage and a chance for travelers to witness the passion and dedication that goes into this cultural event. Whether you’re here for the races, the colorful parade or the tequila and tacos, this is one Vallarta experience that will truly give travelers something to talk about beyond the beautiful beaches and seaside resorts.

Meagan Drillinger is a New York native who has spent the past 15 years traveling around and writing about Mexico. While she is on the road for assignments most of the time, Puerto Vallarta is her home base. Follow her travels on Instagram at @drillijourneys or through her blog at drilljourneys.com