Puerto Vallarta ushered in the new year with a notable rise in tourism, marking a successful start to 2026 despite a challenging global climate for travelers. During a plaque presentation for the Haciendas y Casonas de Jalisco at the Hacienda San Ángel hotel on Monday, Jalisco Tourism Secretary Michelle Fridman shared that the coastal city saw a 3% increase in hotel occupancy over the recent Christmas and New Year period compared to the previous season.
This growth at the local level reflects a broader upward trend for the state of Jalisco. Preliminary data for the entirety of 2025 indicates a 3% rise in total visitors and a 1% increase in hotel occupancy statewide. While Fridman described these gains as modest, she emphasized their significance, noting that maintaining growth during a difficult year for the industry is a testament to the region’s enduring appeal.
The Secretary, who spent her own holiday break in Puerto Vallarta, observed firsthand the energy filling the city’s most iconic locations. She reported seeing the Malecón, local art galleries, and sun-drenched beaches operating at full capacity.
Her informal conversations with restaurant owners and hotel staff mirrored this positive data; service providers consistently shared that guests were enjoying high-quality experiences, reinforcing the official statistics with a sense of local satisfaction.
Looking forward, the momentum gathered during the holiday season is expected to accelerate as Jalisco prepares for a monumental 2026. The upcoming FIFA World Cup, scheduled to take place from June 11 to July 19 across North America, will place a global spotlight on the region. Although Guadalajara is the primary host city for the tournament, the Ministry of Tourism is developing strategies to decentralize the festivities.
By encouraging international visitors to venture beyond the stadium gates, officials hope to showcase the diversity of Jalisco, from its historic highlands to the shores of Puerto Vallarta. The goal is to use this period of high media exposure to spark a long-term tourism boom that benefits the entire state well after the World Cup concludes.
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