Puerto Vallarta’s tourism industry is thriving, with recent data showing significant increases in visitor numbers and economic impact during the first half of 2025. Despite some speculation of a slowdown, statistics from the Jalisco Tourism Secretariat (Secturjal) reveal a different story, highlighting the destination’s resilience and appeal.
The Puerto Vallarta International Airport welcomed over 3.8 million travelers in the first six months of the year, with international visitors contributing an impressive 23.69 billion pesos to the local economy. This represents a nearly 10% increase in economic impact compared to the same period in 2024. A key factor in this growth is the average spending per international tourist, which rose by 9.7% to 12.9 billion pesos.
Lodging and cruise sectors are also performing well. Hotel occupancy saw a 1% increase, with more than 1.2 million guests contributing to a 74% cumulative occupancy rate, a slight improvement over last year.
Cruise arrivals added further momentum, with 93 ships bringing 296,000 passengers to the city through July, generating over 491 million pesos. Nautical tourism is also experiencing an upturn, with a 12.8% increase in tours and over 330,000 boat tour passengers.
The growth isn’t limited to international visitors. Domestic tourism remains a powerful force, with bus stations transporting 2.4 million passengers – a 9% increase over 2024. Combined with the airport’s 3.8 million total passengers, these numbers confirm Puerto Vallarta’s strength as one of Mexico’s busiest travel hubs.
While American tourism has seen a slight decline, this has been offset by a 1.7% increase in Canadian visitors, demonstrating the success of the destination’s market diversification strategies.
Officials say these trends confirm Puerto Vallarta’s reputation as a premier destination, offering a balance of natural beauty, modern amenities, and memorable experiences that keep travelers returning year after year.
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