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Puerto Vallarta drew nearly 30,000 tourists and visitors over the Benito Juárez birthday Memorial holiday (which was Monday, March 16, 2026), posting an 84% hotel occupancy rate from March 13 to 16, according to local tourism officials in a press release from the City of Puerto Vallarta.
carrying 4,759 passengers and 1,397 crew members. Photo provided by Carnival Cruise Line.
The figure surpassed the national average in Mexico of 67.1%, underscoring continued strong demand for the Pacific coast destination during the early spring travel period. The increase is good news following the February 2026 security incidents – and since then cruise ships have returned to Puerto Vallarta and flights from the USA and Canada continue to show increased number of passengers.
City officials said the surge reflects ongoing efforts to boost tourism through promotion and expanded offerings.
The long holiday weekend featured a slate of attractions, including the 30th Spring Jazz Festival, a Michelada Festival, a Hamburger Festival and the ninth edition of the Dama Juana Raicilla Festival, drawing crowds across the city’s hotel zone, downtown and beachfront areas. Businesses reported increased activity in restaurants, bars, transportation and retail.
While official figures for the same holiday period in 2025 are limited, tourism patterns in Puerto Vallarta typically show slightly lower mid-March occupancy until the week of Easter. Last year, the comparable pre-Easter period generally saw occupancy rates in the mid-to-high 70% range, according to regional tourism trends, suggesting 2026 marked a modest but notable increase in both visitor volume and hotel demand.
In 2025, Puerto Vallarta welcomed 5 million visitors, generated 32 billion pesos in economic activity, achieved a 70% hotel occupancy rate, and successfully hosted 123 cruise ship arrivals carrying more than 392,000 passengers. These were figures released in December 2025 by Jalisco Secretary of Tourism, Michelle Fridman.
The stronger performance this year points to sustained momentum for the destination, which continues to rank among Mexico’s top beach markets. Local officials say the economic impact was felt broadly, benefiting service providers and reinforcing tourism as a key driver of the city’s economy.
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