Puerto Vallarta, Jalisco, México – The tourism landscape in Jalisco is demonstrating remarkable resilience as Puerto Vallarta and Guadalajara head into a busy spring season.
Despite a brief 30 percent dip in hotel occupancy following events in late February, Antonio Cosío Pando, president of the National Business Tourism Council (CNET), reports that, by the second week, hotel occupancy had returned to normal levels, and the recovery was confirmed by the region’s hotel sector.
This swift recovery is bolstered by a steady flow of upcoming travel plans, as holiday reservations remain largely unaffected. Industry leaders note that there have been no significant cancellations for the approaching Easter vacation period, signaling strong traveler confidence in the region’s safety and hospitality.
Longer-term outlook for tourism in Mexico also remains positive. The “Tourism Outlook” study, prepared by CNET in collaboration with the Sustainable Tourism Advanced Research Center (STARC), projects that Mexico will welcome approximately 49.7 million international visitors in 2026. This would represent a four percent increase compared to 2025.
Major global events are also expected to support tourism growth. A separate analysis by Deloitte estimates that the upcoming World Cup could attract around 836,000 visitors to Mexico, including about 556,000 domestic travelers and 280,000 international visitors. The event is expected to generate approximately $2.1 billion in tourism-related sales.
Cosío Pando emphasized that the greatest benefits from the tournament may come after the championship, as global exposure helps further promote Mexico as a travel destination.
Meanwhile, the Jalisco Tourism Secretariat is preparing for a strong Easter holiday season, supported by an expanded promotion strategy aimed at both domestic and international markets.
Michelle Fridman Hirsch, head of the state tourism agency, said the government has intensified efforts to promote Jalisco’s destinations in key regions including North America, South America, and throughout Mexico.
These efforts have included participation in several major international tourism events in recent weeks, helping strengthen the presence of Jalisco’s destinations on the global stage.
“We’re returning after a strong showing at ANATO in Colombia, ITB in Berlin, and Routes Americas in Rio de Janeiro,” Fridman Hirsch said. “We have reinforced our promotion efforts with targeted campaigns in the United States, Canada, and of course in our domestic market, which remains our foundation.”
The tourism secretary said these initiatives aim to maintain the momentum of the state’s tourism industry while continuing to position Jalisco’s diverse destinations internationally.
She also encouraged travelers from across Mexico to visit the state during the upcoming holiday period, highlighting the wide range of attractions and renewed tourism offerings available.
“We are inviting all domestic tourists to visit our destinations with this great renewed offering,” Fridman Hirsch said. “We believe we will have a good season, and we are working to make sure that happens.”
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