I mentioned a while back that I was the first person to sleep on the bed in my room at the brand new Now Amber all-inclusive resort in Puerto Vallarta. The day after I checked in, the president of Mexico swung by to inaugurate it.

Then the construction crews went back to work though to complete the finishing touches—that was just the “soft opening.” Nevertheless, I was able see what guests will experience at this twofold resort. The side I slept on is Now Amber Puerto Vallarta, where kids are allowed, and the other side is Secrets Vallarta Bay.  They’re two sides to the same face really though, with a nose down the middle to keep the kids on the right side. Parents can eat and drink at will on both sides of the resort.

Notice the name is Puerto Vallarta proper, not Nuevo Vallarta, Riviera Nayarit, Punta de Mita, or some other spot in the neighboring state. That means you’re close to downtown and close to the airport both. You can see the twinkling lights just down the beach at night. Unlike many of its competitors though, this one is on a nice beach.

Many readers of Luxury Latin America probably look down at the whole idea of an all-inclusive resort, but this is one of those that does its best to keep you from feeling like a number, especially if you’re in one of the “premier” sections with its own concierges. You’ll eat well in a la carte restaurants, you’ll drink quality booze, and the rooms are as well-equipped as any in the region. You just don’t get any sticker shock when it’s time to check out. It’s not quite as ambitious as Grand Velas, but is more segregated for adults and newer.

See our full review of Now Amber and Secrets Puerto Vallarta.

Last week I highlighted what came out of Mexico’s main annual tourism conference, looking at new tourism initiatives in Mexico.

There’s also plenty going on for hotels as well, most of it good as the country celebrates are record year for international visitors in 2011—nearly 23 million. Occupancy in most resort areas is high enough to warrant new developments.

The most aggressive company right now at the high end is AMR Resorts, the umbrella company for the all-inclusive brands Secrets, Dreams, Zoetry, and Now. I was one of the first guests to check into the brand new Now Amber/Secrets resort in Puerto Vallarta, right before President Calderon stopped by for the grand opening. See a photo at the top. One side of the resort is adults-only Secrets, the other side is Now. What blew my mind is what the head of the company said in a press conference: “The is the first large resort to open in Puerto Vallarta city in 21 years.” (All the new development has been in Nayarit state, the Riviera Nayarit.)

The company is also opening Secrets The Vine in Cancun this summer, another newly built resort. This is on top of Secrets Huatulco, which opened at the end of 2011. Last, the company bought the highly regarded Marquis Los Cabos last year, did some sprucing up, and made it a Secrets as well.

On a hipper note, the Habita Hotel Group is opening what looks to be a very interesting concept in lodging in the wine country of Baja. Called Endemico, it’s going to be a collection of modern huts spaced out along a ridge. See more here. They’re also opening a new hotel in the historic district of central Mexico City.

New Names for Old Hotels in Mexico

The other big news from the conference came from Palace Resorts. They’re rebranding some of their all-inclusive hotels as Hard Rock hotels. Cancun  and Puerto Vallarta are switching over this summer, and this fall there will be a Hard Rock Hotel Riviera Maya. The change will involve more than the signs out front, with changes including in-room double Jacuzzis, better dining options, top-shelf drinks, and 24-hour room service. “All three will offer Hard Rock’s signature Rock Star Suites and will showcase an extensive collection of authentic memorabilia from international and local music artists, while incorporating diverse music genres throughout. Additionally, in keeping with the Hard Rock tradition, each property will host an ongoing schedule of live concerts, celebrity-driven soirees and other exciting on-site events.”

The company running Tides and Viceroy is changing the Mexican resorts branded as the former into the latter. So it’s now Viceroy Riviera Maya and Viceroy Zihuatanejo. We’ll have an updated review of the Riviera Maya one soon as we’ve got a writer checking out the upgrades. Most of the changes in Zihuatanejo are in the rooms, with additions of iPod docks, newer TVs, and other amenities.

There was one bit of distressing news. The lovely Ceiba del Mar in Puerto Morales is turning into a clothing-optional Desires resort. I’m not sure how that’s going to work since the pool complex is right on the beach, with everyone strolling by…

“The goal of this resort seems to be to outdo every luxury hotel in the area and it looks like they could pull it off.”

That was the gist of the message from one of my Mexico correspondents after he spent some time at La Tranquila, in the Punta Mita region of Pacific Mexico, just around a few rocky coves from the Four Seasons and St. Regis—no slouches in the pampering luxury department themselves.

Time will tell if they can win over picky guests from El Norte once the whole place is fully open, with all rooms and the spa finished, but they’re doing their best to dazzle.

“La Tranquila is all-suites, every one with an ocean view. The standard configuration is actually a three-bedroom apartment with three full bathrooms, a complete kitchen equipped with Viking appliances, and compact washer and dryer. Hotel guests can choose the full-size apartment, a two-bedroom configuration (the Serena Suite), or the one-bedroom Tranquila Suite, which features an individual plunge pool on the balcony and contains the master bathroom.”

See our full review of La Tranquila in Punta de Mita, Mexico.

See reviews of other luxury hotels in Punta de Mita and Puerto Vallarta.

In a resort area where there are seemingly hundreds of similar hotels and timeshares crammed into every available beachfront space, how do you stand out with a new hotel? In the case of Taheima in the Puerto Vallarta region of Mexico, the answer is to ignore the hedonism and focus on wellness instead.

Taheima is a new resort in Nuevo Vallarta, Nayarit that is very different than the norm. First of all, it’s not even on the beach. Sure, guests can get shuttled to a beach club that is just a few minutes away, but your focus is more within. Here you eat healthy food that’s tasty and learn how to cook it. You exercise and do yoga. You take ceramics classes and Pilates.

But don’t worry, this is not a place that wants you to live like a vegan monk. There are two huge swimming pools, hot tubs, and a bar that opens at 5 pm. You can play golf or tennis at the adjoining Le Tigre club. Two restaurants offer French food and upscale Mexican food. And the rooms are downright sumptuous.

For more on this intriguing new offering, including some photos, see our review of Taheima Wellness Resort and Spa.

Less than an hour from the Puerto Vallarta airport is a new and unbelievable luxury resort that is sure to become a preferred new hideout for celebrities trying to escape the gossip rags – Imanta.

The more years I work as a travel writer and editor, the harder it is for me to be truly surprised by a hotel or resort. Imanta left me with my mouth agape though, mostly because it seems impossible that the place is even there. Is it really a viable business to have a seven-unit resort with rates that start at $1,000 per night, on 250 tough-to-develop jungle acres, launched during a recession?

I hope that what seems like a madman’s dream to me really catches on with the travelers who are willing and able to pay to experience this fantastic and unbelievable hideaway. Especially since the owners did it right: they made a minimal impact on the surroundings and recycled nearly all the wood and stone unearthed during the process. Imanta really looks like it belongs and it’s clear the development is bowing to nature, not making nature bow to concrete.

See more photos and our full review of Imanta Resort in Mexico.