Guadalajara, Jalisco, Mexico – Jalisco is stepping boldly into the future of tourism, announcing more than $1 billion in investments for 38 new hotel projects set to bring over 4,578 rooms to the state by 2028. The ambitious plan is part of a broader strategy to position Jalisco as Mexico’s top travel destination.
“The tourism sector will be a fundamental pillar of economic growth in Jalisco. We will exceed 90,000 rooms throughout the state by 2030,” said Governor Pablo Lemus. Jalisco currently offers 83,067 rooms across 2,821 hotels.
Global hotel brands are playing a key role in this expansion. Hyatt leads with a $295 million investment in three hotels in Puerto Vallarta. InterContinental Hotels Group will open seven properties with a combined $165 million investment. Hilton and Marriott will add eight more hotels between them, investing $90 million and $65 million respectively.
Luxury and boutique developments are also part of the growth. Chablé El Tezcalame Tomatlán will bring $230 million to the table, while ME by Meliá, NH Guadalajara Suites, and Four Points by Sheraton will contribute nearly $86 million combined. An additional $100 million will come from eight independent hotels.
Michelle Fridman Hirsh, Jalisco’s Secretary of Tourism, emphasized that these record-breaking investments are a direct result of strong government support and a robust tourism infrastructure. She also highlighted plans to increase training and certifications for tourism service providers, ensuring legal certainty and reinforcing Jalisco’s appeal as a leading global destination.
From January to April 2025, Jalisco welcomed 11 million visitors, a 1.6% increase over the same period in 2024. The momentum is expected to grow even stronger in 2026, when the FIFA World Cup is forecast to draw over 2.5 million visitors to the state. Nearly a third of the new hotels are set to open before the tournament kicks off in June.
Bernardo Aguilar Martínez Negrete, president of the Jalisco Hotel Association, called it “a historic moment to launch so many new projects in such a short time,” and highlighted the opportunity to cement Jalisco’s place at the top of Mexico’s tourism industry.
More than just adding rooms, this wave of development reflects a shift toward immersive, sustainable travel experiences. The new hotels aim to combine luxury with local culture, opening doors to greater employment, small business growth, and stronger connections across the region.
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