Despite some concerns about a potential slowdown, official data from the Jalisco Tourism Secretariat (Secturjal) confirms that Puerto Vallarta’s tourism industry is thriving. The city saw significant increases in visitor numbers and economic impact during the first half of 2025, demonstrating its continued resilience and widespread appeal.
The city’s international airport welcomed over 3.8 million travelers, while bus stations transported an additional 2.4 million passengers, demonstrating robust activity across both air and land travel. This influx of visitors generated a substantial economic impact, with international tourists alone contributing an impressive 23.69 billion pesos to the local economy, marking a nearly 10% increase from the same period last year.
While the number of American tourists saw a slight decrease, this was successfully offset by a 1.7% increase in Canadian visitors, a testament to the destination’s effective market diversification strategies. Officials also noted significant growth from emerging markets, including a more than 30% increase in searches from countries like Germany.
Other key sectors also showed strong performance. Cumulative hotel occupancy reached 74%, a slight improvement from last year, with more than 1.2 million guests staying in the city’s hotels. The cruise industry added to the momentum, with 93 ships bringing 296,000 passengers to the port, generating over 491 million pesos. Nautical tourism also experienced an uptick, with a 12.8% increase in tours.
Source: Banderas News
