Jalisco, Mexico, celebrated its bicentennial year in 2023 not with a bang, but with a roaring tourism boom. This cultural powerhouse, birthplace of tequila and mariachi, attracted a record 28 million visitors, proving its irresistible blend of luxury, culture, and exciting sporting events.
High-Profile Events Set the Stage
Jalisco’s growing appeal was evident in its hosting of major international events like the Gay Games and the Ariel Awards. These weren’t just parties; they were testaments to the state’s evolving identity. The Gay Games, held for the first time in Latin America, solidified Jalisco’s commitment to inclusivity. The Ariel Awards, Mexico’s most prestigious film ceremony, choosing Guadalajara as its venue, highlighted the state’s cultural vibrancy.
Beyond the Spotlight: Diverse Experiences for Every Traveler
But Jalisco’s magic wasn’t limited to these grand spectacles. Each region offered something unique. Puerto Vallarta basked in the glory of its sun-kissed beaches, while Guadalajara pulsed with the energy of its art scene and colonial charm. Costalegre, with its string of pristine coves, emerged as a hidden gem for surfers and nature lovers. And the 12 Pueblos Magicos, each with its distinct character and traditions, provided a glimpse into the soul of Mexico.
Luxury Redefined: Modern Meets Tradition
The hospitality scene in Jalisco received a glamorous makeover. IHG Hotels & Resorts’ voco brand entered the Latin American market with the opening of two stunning Guadalajara properties: voco Guadalajara Neruda in the heart of the financial district and Hotel Indigo Guadalajara Expo in the historic Chapalita district. These hotels seamlessly blended modern luxury with traditional Mexican touches, offering guests a taste of both worlds.
A Glimpse into the Future: Sustainability and Wellness Take Center Stage
Luxury in Jalisco isn’t just about glitz and glamour. Xala, a visionary development taking shape along the Costalegre coastline, promises a sustainable and wellness-focused future. This $1 billion project boasts boutique hotels, vacation homes, and a groundbreaking partnership with Six Senses. The Six Senses property will feature a 51-villa hotel committed to sustainability, complete with a turtle sanctuary, mountain biking trails, and an “Alchemy Bar” showcasing the region’s healing traditions.
Beyond Beaches: Sports, Culture, and Medical Tourism
Jalisco’s allure extends far beyond its stunning beaches. The state is a haven for sports enthusiasts, hosting major events like the WTA Guadalajara Open, the Puerto Mágico Open, and the COP BRANDS International Cheerleading Championship. The 2026 FIFA World Cup, to be held in Guadalajara, further cements Jalisco’s position as a global sports destination.
Culture vultures, too, had plenty to keep them occupied. This year’s International Book Fair (FIL), the world’s largest Spanish-language book fair, attracted over 700,000 attendees, while the Ariel Awards ceremony celebrated its 65th edition in Guadalajara, marking a historic moment for the city. And with the 2027 World Dermatology Congress set to take place in the capital city, the state is making waves in the medical tourism arena as well.
A Winning Formula: Hospitality, Natural Beauty, and Strategic Initiatives
Jalisco’s tourism success isn’t accidental. Vanessa Perez Lamas, Secretary of Tourism for the State of Jalisco, attributes it to a perfect blend of state-led initiatives, breathtaking natural beauty, and the genuine warmth of the local people. The state’s unwavering commitment to expanding its offerings and providing unique experiences for every visitor shines through.
International Recognition: A Testament to Success
Jalisco’s efforts haven’t gone unnoticed. Accolades from TIME, Travel + Leisure, and Condé Nast Traveler have solidified its reputation as a world-class destination. As 2024 dawns, Jalisco stands poised for continued growth and innovation, promising to remain a leading force in global tourism for years to come.
So, whether you’re seeking world-class events, breathtaking beaches, cultural immersion, or a luxurious escape, Jalisco has something for you. This vibrant Mexican state is more than just tequila and mariachi; it’s a kaleidoscope of experiences waiting to be discovered.