Overview
- The state logged roughly 4,500 million pesos in spending for Dec. 19–Jan. 4, with 1.582 million visitors and an average hotel occupancy of 62%, according to Sectur.
- Puerto Vallarta received more than 315,000 visitors, generated over 2,241 million pesos, averaged 87% hotel occupancy, and saw cruise calls rise 18% to 26 with more than 73,000 passengers.
- Guadalajara drew over 622,000 visitors, produced an estimated 1,263 million pesos in spending, and recorded 62% average hotel occupancy, with 4- and 5-star properties exceeding 65%.
- Jalisco’s 12 Pueblos Mágicos reported more than 170,000 visitors, but outlets differ on their economic spillover, citing either about 258 million pesos or 1,257 million pesos.
- Tourism secretary Michelle Fridman Hirsch framed the holiday performance as a platform for 2026 growth through broader offerings, investment attraction and expanded lodging capacity.