Puerto Vallarta has welcomed 2026 with a notable 3% increase in hotel occupancy during the holiday season compared to last year, reflecting a positive trend for the region. Jalisco Tourism Secretary Michelle Fridman announced that statewide visitor numbers grew by 3% and hotel occupancy by 1% in 2025, emphasizing the importance of maintaining growth amid industry challenges.
Fridman, who spent her holidays in Puerto Vallarta, noted the vibrant atmosphere in key locations like the Malecón and local beaches. Conversations with local service providers confirmed that visitors were enjoying high-quality experiences.
Looking ahead, Jalisco is gearing up for the FIFA World Cup from June 11 to July 19, 2026. While Guadalajara is the main host city, efforts are underway to promote tourism across the state, encouraging international visitors to explore its rich diversity. This strategy aims to create a lasting tourism boom that extends beyond the tournament.