During the current December holiday season, the Guadalajara metropolitan area, Puerto Vallarta, and the Magical Towns of Jalisco anticipate increases in tourism, economic impact, and hotel occupancy, according to projections from the Jalisco Tourism Secretariat (Secturjal).
According to the December 2025 estimates, based on data from Datatur—Mexico’s National Statistical Information System for the Tourism Sector—the state will receive more than 1.5 million visitors this season, representing a 2.4% increase compared to the same holiday season in 2024.
This influx will generate an economic impact exceeding 4.386 billion pesos, a 3% increase, while the average hotel occupancy rate will reach 60%, three percentage points higher than the previous year.
In Guadalajara, an influx of 610,874 tourists is projected during the holiday period from December 20, 2025, to January 6, 2026.
The estimated economic impact amounts to 1.24 billion pesos, with a hotel occupancy rate of 60%, solidifying the state capital’s position as a strategic destination for cultural and meetings tourism.
Meanwhile, Puerto Vallarta, the state’s main beach destination, is expected to receive 306,359 tourists. This Pacific coast destination in Jalisco is projected to generate over 2.175 billion pesos in economic activity, representing a three-percentage-point increase compared to the previous year, while hotel occupancy is expected to reach 85%, one of the highest levels in the state during the holiday season.
“The estimates for this holiday season confirm that Jalisco is a solid and competitive destination,” stated the state’s Secretary of Tourism, Michelle Fridman Hirsch.
Regarding the state’s 12 Magical Towns, the Jalisco Tourism Secretariat (Secturjal) estimates a combined influx of 169,197 visitors, representing a 4% increase compared to the 2024 holiday season.
The projected economic impact is 255.8 million pesos, equivalent to a 5% increase, while the average hotel occupancy rate is expected to reach 41.8%, 3.6 percentage points higher than the previous year.
Destinations such as Tapalpa, Mazamitla, Tequila, Talpa de Allende, and San Sebastián del Oeste continue to solidify their position as key attractions for regional tourism, reflecting a positive trend in visitor preferences during the holiday season.
Source: es-us.noticias.yahoo
