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Puerto Vallarta officials on Monday, April 7, 2025, unveiled the 2025 Tourism Intelligence Report, aiming to chart the resort city’s future through data analysis and collaboration among key tourism sectors. The report, initiated by Councilwoman Melissa Madero, head of the Tourism Services and Visitor Attention Commission, was presented at the University Center of the Coast (CUCosta).
The 2025 Tourism Intelligence Report analyzes local tourism trends, strengths, and challenges based on data, strategic vision, and sustainability. Key findings include that 84% of the municipality’s GDP is tied to tourism, and that Puerto Vallarta led Mexican Pacific cruise arrivals in 2024, with an average hotel occupancy of 73.8%.
The report’s release is intended to establish a new model for multi-sector cooperation to address the industry’s challenges using information and shared responsibility. Madero emphasized the inclusive nature of the initiative.
“This report is not just a diagnosis; it is a roadmap built with everyone and for everyone, where the government, private sector, university, civil organizations, and tourism workers themselves have a place in decision-making,” Madero said. She was accompanied by Dr. Jorge Téllez, General Rector of CUCosta, University of Guadalajara researchers, and the Jalisco state’s undersecretary of tourism.
The Tourism Intelligence project involves various stakeholders in a coordinated effort to generate joint diagnoses, proposals, and solutions involving authorities, service providers, researchers, unions, academics, and civil society.
Attendees at the presentation included officials from Puerto Vallarta and Bahía de Banderas across all levels of government, representatives from airlines, hotels, tour operators such as Vallarta Adventures, public and private transportation companies, taxi drivers, union leaders from CTM and federations like CONATRAM, as well as municipal, state, and federal security institutions, transit police, civil protection, the military, business owners, activists, and social organizations.
The report also projects infrastructure improvements such as the Las Juntas Road Junction, the Amado Nervo Federation Bridge, and airport expansion, with investments exceeding 7 billion pesos.
The event concluded with a call to strengthen collaboration.
“The future of tourism in Puerto Vallarta is built with data, dialogue, and collective decision. This is the next stage of a new way of doing tourism policy in the municipality,” Madero stated.
The report will serve as a technical and political reference for the Municipal Government’s Tourism Services and Visitor Attention Commission and aims to encourage joint efforts toward a more equitable, intelligent, and resilient tourism sector in the region.
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