Puerto Vallarta may be the second-most popular destination for American tourists heading south of the border – Cancun still reigns supreme – but this former sleepy fishing village along Mexico’s Pacific coast is far from second-rate.

In fact, for travelers seeking a few more thrills than a week spent baking on the beach, the town made famous by Liz Taylor and Richard Burton has enough high-octane adventure to keep your heart pumping as hard as if you were being chased by the paparazzi.

CHACALA, Nayarit — Along the secluded, jungle-fringed beaches of the Mexican Pacific coast, things tend toward perfection.

There are perfect sunsets, explosions of orange and purple as the sun dips nightly over the bays; perfect waves, which rush toward shore in steady, unchanging curls to the delight of local surfers; and it’s where you might just find the perfect shrimp, which are collected from these waters and prepared by people who have been perfecting their cooking methods for centuries.

But the once-remote coast of Nayarit state is no longer going unnoticed: The Mexican government last year dubbed it the “Nayarit Riviera” in hopes of attracting more tourists to the area. Thousands of American and Canadian second home buyers also have discovered this stretch as the perfect spot for affordable paradise.

Puerto Vallarta has long sparkled as a jewel of Mexico along the Pacific Coast.

The city began getting worldwide attention when the movie The Night of the Iguana was filmed there in 1963. In the 45 years since, Puerto Vallarta has grown into a desirable destination boasting historic Mexican charm, lots of beaches, delicious cuisine, sportfishing and highly rated tourist areas and hotels.

Puerto Vallarta has also become known for celebrations and special events that add an unforgettable touch to many visitors’ stays. Here are some of the best:

Puerto Vallarta (pronounced Porto Vayarta) on Mexico’s west coast is a magnet for tourists and a regular stop for luxury liners sailing the Mexican Riviera.

In the 1960s it was a tiny fishing village sitting on sandy beaches at the foot of surrounding mountains.

John Huston’s 1964 film starring Richard Burton, Ava Gardner and Deborah Kerr changed all that.

The “magic of Mexico” is such a popular slogan that it’s almost a cliché, and yet the unspoiled villages, relaxed pace and ages-old traditions that phrase represents to travelers are in short supply in the go-go destinations the country promotes most vigorously.

Fortunately, Mexico’s Secretariat of Tourism, working with state and local governments, has begun recognizing its Pueblos Magicos (magic villages) and, more importantly, funneling government funds to help preserve their authentic qualities and develop unintrusive tourism facilities. To become a Magic Pueblo, a community must have unusual historical or religious significance, a heritage that has been preserved over time and reasonable access from major cities or other tourist destinations.