Tourism in Jalisco has bounced back after a sharp decline triggered by the violent events of February 22, when the Mexican armed forces neutralized Nemesio Oseguera, “El Mencho,” the leader of the Jalisco New Generation Cartel, state officials report.
According to Tourism Secretary Michelle Fridman, hotel occupancy in Puerto Vallarta plummeted 60 percent in the immediate aftermath. The Guadalajara metropolitan area and the state’s Pueblos Mágicos (Magic Towns) also saw significant drops.
However, Fridman said coordinated efforts among state agencies restored normalcy within days. “We went from a Sunday with cars and vehicles burning on the streets to destinations operating normally within 24 hours,” she said. Connectivity, mobility and hotel services were reestablished within 48 hours, and travel warnings returned to normal conditions after 72 hours, she added.
The state has since implemented reactivation strategies to rebuild tourist confidence. Meanwhile, the Guadalajara Convention and Visitors Bureau reported that business tourism spending reached 59.6 billion pesos in 2025 — a 63 percent increase compared to 2017.