2026 is set to be a banner year for tourism in Jalisco, with industry leaders forecasting double-digit revenue growth and a historic economic milestone for the state.
Gustavo Staufert Buclon, director of the Guadalajara Visitors and Conventions Bureau (OVC), announced that Jalisco is set to close 2025 with a three percent increase in hotel occupancy and an eight percent rise in tourism revenue, outperforming national trends. This momentum sets the stage for an even stronger 2026, which OVC projects will bring a ten percent surge in tourism income.
One event stands out. The Guadalajara metropolitan area is confirmed to host four matches of the 2026 World Cup, including the high-profile clash between Mexico and South Korea on June 18. This game alone is expected to occupy 200,000 to 220,000 of the 700,000 room-nights already reserved for 2026. Hospitality rates are expected to spike during the World Cup, with average nightly prices projected to reach US$350, compared to the current US$98.
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