Puerto Vallarta, Jalisco, México – Jalisco has reached a new peak in its tourism sector, concluding 2025 with record-breaking figures that solidify its status as a premier global destination. According to the latest indicators released by the Ministry of Tourism (Secturjal), the state welcomed 33.9 million visitors over the past year.
This 3 percent increase in guest arrivals generated a substantial economic impact of 76.6 billion pesos, a success that officials attribute to strategic infrastructure investments and a climate of investor confidence.
Puerto Vallarta continues to serve as the primary engine for this growth, consistently outperforming state averages. While Jalisco maintained a healthy 58% hotel occupancy rate overall, Puerto Vallarta achieved an impressive 71%, proving it remains the preferred choice for coastal travelers.
The city’s success is closely tied to its expanding air connectivity; the Puerto Vallarta International airport handled nearly 7 million passengers in 2025. Looking ahead, capacity is set to expand even further with the upcoming completion of Terminal 2 and the addition of new direct international routes.
This momentum has carried seamlessly into the new year, with January 2026 already recording 2.8 million visitors. To sustain this upward trajectory, the state has organized a robust schedule of international outreach and high-profile events. Later this month, Jalisco will represent its interests at ANATO 2026 in Colombia to strengthen ties with the South American market.
Spring will bring a diverse array of visitors to the coast, beginning with the Puerto Vallarta by UTMB trail running event from March 5 to 7. This competition is expected to draw over 3,000 international athletes to the region’s rugged terrain.
Following the race, the focus will shift to industry growth during Gala Vallarta 2026. Scheduled for March 10 to 12, this event will bring together more than 750 professionals to foster the partnerships that drive the region’s enduring hospitality success.
Jalisco’s record-breaking performance in 2025 has created a strong foundation for the year ahead, reflecting a region that is both welcoming and economically resilient. As the state strengthens its global connections and prepares for a diverse lineup of spring events, the focus remains on delivering high-quality experiences for every traveler.
This sustained growth not only highlights the appeal of destinations like Puerto Vallarta but also ensures that the local tourism industry continues to thrive as a key contributor to the State’s, and the Banderas Bay region’s, prosperity.
We need your support to keep Banderas News thriving. As more and more news outlets resort to paywalls, we remain steadfast in our mission to provide free, quality journalism to Puerto Vallarta residents and visitors. Your contribution helps us maintain this commitment and continue serving our community.