Guadalajara, Jal. During the holiday period from December 19, 2025 to January 4, 2026, Jalisco reported a economic spill more than 4,500 million pesos for tourism, a figure that represented a growth of 5.3% compared to 2024.
The Ministry of Tourism of Jalisco (Secturjal) reported that the entity received 1.5 million people, which represented an increase of 4% in the number of visitors compared to last year.
Meanwhile, the state average hotel occupancy reached 62%; That is, five percentage points more than the previous year, which reflects a “positive and sustained behavior of the sector,” said Michelle Fridman Hirsch, head of Secturjal.
“The consolidated figures in this holiday period place us in a strategic position to continue promoting the competitiveness and promotion of our destinations, betting on the diversification of tourism, the attraction of investments and the expansion of hotel infrastructure to meet national and international demand,” the official stressed.
Guadalajara received more visitors
By destinations, Guadalajara It was the one that attracted the most tourists during the December holiday period, receiving an influx of more than 622,000 visitors, which represents an increase of 3% compared to the same period in 2024; Meanwhile, the economic benefit from Tourism in the capital of Jalisco amounted to 1,263 million pesos, 4% more than the previous year.
According to Sectrurjal, the hotel occupancy average in Perla Tapatia was 62%; That is, 4% more than in 2024, while in the four and five star category the occupancy levels were higher than 65%.
Puerto Vallarta, greatest economic benefit
For its part, Puerto Vallarta received more than 315,000 visitors, which represented a 4% growth in influx compared to the previous season. The flow of tourists generated an economic impact of more than 2,241 million pesos, 6% more than the previous year, and registered an average hotel occupancy of 87%, three percentage points above the same period in 2024.
In the case of Puerto Vallartathe main beach destination in Jalisco, occupancy exceeded 90% in four and five star hotels, and rose one point in the last three days of the year.
In addition, the arrival of cruise ships registered an increase of 18% in December, going from 22 tourist vessels in 2024 to 26 in 2025, with more than 73,000 cruise passengers.
Magical Towns
Together, the 12 Magical Towns of Jalisco They registered an influx of more than 170,000 visitors, which represents an increase of 5% compared to the December 2024 season. According to Secturjal, all destinations reported growth in influx that ranged between 2 and 12%.
In the Magic Towns, the economic impact reached 1,257 million pesos, with a growth of 5%, although double-digit increases stood out in Tapalpa and San Sebastián del Oeste.
Tapalpa, Mazamitla, Lagos de Moreno and Tequila exceeded 70% occupancy at their highest point. The general average occupancy was 43%; that is, 4.7 percentage points more than the previous year.
