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The Secretary of Tourism for Jalisco, Michelle Fridman, informed local media that Puerto Vallarta concluded the 2025-2026 Christmas and New Year season with a 3% increase in tourist occupancy compared to the December 2024 – January 2025 holiday period, according to the State Tourism Observatory.
During an interview on Monday, January 5, 2026, at the “Haciendas y Casonas de Jalisco” plaque presentation held at the Hacienda San Ángel hotel, the tourism chief expressed optimism regarding these figures. She acknowledged that 2025 had been a challenging year for several tourist destinations across Mexico:
“At the state level, we are also finalizing the global figure for total visitors in 2025, which reflects a 3% increase compared to 2024. The same applies to economic impact, and regarding hotel occupancy, we are up by 1%,” she stated. “While these are marginal numbers, they are very important to us and motivate us to keep working, as this was a difficult year for tourism.”
Fridman, who spent the December holidays in Puerto Vallarta, added that she enjoyed a pleasant stay and was pleased to see the city center, the Malecón, restaurants, galleries, and beaches (including those in Cabo Corrientes) at full capacity.
“I have spoken with business owners, and in general, we are very happy because we believe it has been a strong close for the destination,” she commented.
Outlook for 2026
When questioned about the outlook for 2026, Fridman highlighted that it will be a significant year with high media exposure due to international events such as the 2026 FIFA World Cup, taking place from June 11 to July 19 across various cities in Mexico, the United States, and Canada. She affirmed that while Guadalajara is the official host city, there will be efforts to decentralize activities so that visitors can explore other locations in the state, including Puerto Vallarta.
By leveraging international exposure and decentralizing activities, the state aims to trigger a long-term tourism boom that extends far beyond the final whistle of the tournament.
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