A boom in hotel construction is expected in Jalisco over the next 12 months, with around 30 hotels currently under development, according to Tourism Secretary Michelle Fridman Hirsch.
Many are slated to open in time for the 2026 FIFA World Cup, which will be hosted jointly by the United States, Mexico, and Canada in June and July, she says.
Tourism—one of the key drivers of Jalisco’s economy—bounced back strongly in 2024, returning to pre-pandemic levels. According to data from the Jalisco Tourism Department, the state welcomed more than 33.2 million visitors last year, generating nearly US$4 billion in revenue. Guadalajara attracted over 16 million tourists, while Puerto Vallarta surpassed six million. The state’s 12 Pueblos Mágicos (Magic Towns)—including Ajijic and Tequila—received more than 7.7 million visitors, generating over US$310 million in revenue, a 3.7 percent increase compared to 2023.
A major priority for the Jalisco government is the development of the Costa Alegre, the stunning 150-mile stretch of coastline running south of Puerto Vallarta toward Manzanillo. Known for its pristine beaches, charming fishing villages and scenic mountain backdrop, the region is ripe for tourism investment.
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