Jalisco’s tourism sector saw continued growth in 2025, closing the year with nearly 34 million visitors — a three percent increase over the “atypically good” year of 2024.
Tourism Secretary Michelle Fridman reported that economic revenue reached 76.6 billion pesos, up one percent, while hotel occupancy rose two percent despite an increase in available rooms and alternative lodging platforms.
The state’s Pueblos Mágicos — which include Ajijic — led the surge with an eight percent jump in visitor numbers, a trend also seen in Guadalajara and Puerto Vallarta.
Fridman noted this performance stood in contrast to declines reported in other national destinations.