Following a year of steady resilience, Jalisco is preparing for an extraordinary tourism boom in 2026. The State Secretary of Tourism, Michelle Friedman Hirsch, announced that the entity is projected to achieve double-digit growth this year. This optimistic outlook is fueled by a prestigious international agenda that will place Jalisco at the heart of the global media spotlight.
Reflecting on 2025, the Secretary noted that Jalisco successfully navigated a challenging national landscape. While many destinations faced declines, Jalisco maintained a positive trajectory with a 3% annual increase. Puerto Vallarta specifically showed its enduring strength, reporting a 2% rise in visitors during the recent holiday season—a solid performance that has set the stage for the massive expansion expected in the coming months.
The state has dubbed 2026 the “Year of the World Championships” due to an incredible lineup of high-profile events. The calendar is headlined by the FIFA World Cup, along with the prestigious ITB travel trade show and over 100 international exhibitions and conventions. This robust schedule is expected to drive unprecedented hotel occupancy and attract travelers from every corner of the globe.
Source: Quadratin
