Jalisco boosts tourism sector with historic hotel investment
Jalisco announces $1 billion hotel investment through 2028, adding 4,578 rooms to boost tourism growth ahead of the 2026 FIFA World Cup.
DestiNEW YORK, NEW YORK – Signaling sustained economic growth in Jalisco and its emergence as Mexico's investment hub, Governor Pablo Lemus Navarro this week announced a historic $1 billion investment in new hotels aimed at strengthening the state's tourism sector.
Private investors will allocate more than US $1 billion between 2025 and 2028, adding 4,578 rooms to the state's hotel capacity. A total of 38 new hotels will be built across the Guadalajara metropolitan area, Puerto Vallarta, Costalegre, and other key destinations.
'The tourism sector will be a fundamental pillar of economic growth in Jalisco. We will exceed 90,000 rooms throughout the state by 2030,' said Governor Pablo Lemus.
Mauro Garza Marín, Jalisco's coordinator of economic growth and development, joined Lemus at the announcement. The governor emphasized that the administration's economic development strategy is yielding results, citing growth in foreign direct investment, job creation, and improvements in wage poverty, according to data from the Mexican Social Security Institute.
Michelle Fridman Hirsh, the state's secretary of tourism, said the record-breaking investments are a result of strong government support and a robust tourism infrastructure. Jalisco ranks second nationally in hotel offerings and according to the federal Ministry of Tourism, Jalisco contributes 7.4% of Mexico's tourism GDP.
From January to April 2025, 11 million people visited Jalisco – a 1.6% increase compared to the same period in 2024. Fridman also noted growth in beach tourism, Magical Towns, lodging, and passenger traffic at Guadalajara International Airport, which continues to expand its domestic and international routes. The state aims to surpass 90,000 available rooms by 2030. Jalisco currently has 2,821 hotels, offering 83,067 rooms.
'This year, we are going to increase our training and certification numbers for tourism service providers in the state. This initiative will undoubtedly help investors continue betting on Jalisco, as it ensures legal certainty, demonstrates strong support from the state government and reinforces Jalisco's position as a leading global destination for tourism,' Fridman said.
Bernardo Aguilar Martínez Negrete, president of the Jalisco Hotel Association, said the industry is committed to solid investments and that the state offers a reliable environment for development.
'This is a historic moment to launch so many new projects in such a short time,' Martínez Negrete said. 'At the Hotel Association, we see this as a great opportunity to consolidate our position as the country's leading tourist destination in the coming years.'
The 2026 FIFA World Cup is expected to bring more than 2.5 million visitors to Jalisco. Twelve of the 38 new hotels are scheduled to open before the tournament begins.
Dollar amounts are approximate, based on an exchange rate of 18 pesos per U.S. dollar.
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Jalisco boosts tourism sector with historic hotel investment
Jalisco announces $1 billion hotel investment through 2028, adding 4,578 rooms to boost tourism growth ahead of the 2026 FIFA World Cup. DestiNEW YORK, NEW YORK – Signaling sustained economic growth in Jalisco and its emergence as Mexico's investment hub, Governor Pablo Lemus Navarro this week announced a historic $1 billion investment in new hotels aimed at strengthening the state's tourism sector. Private investors will allocate more than US $1 billion between 2025 and 2028, adding 4,578 rooms to the state's hotel capacity. A total of 38 new hotels will be built across the Guadalajara metropolitan area, Puerto Vallarta, Costalegre, and other key destinations. 'The tourism sector will be a fundamental pillar of economic growth in Jalisco. We will exceed 90,000 rooms throughout the state by 2030,' said Governor Pablo Lemus. Mauro Garza Marín, Jalisco's coordinator of economic growth and development, joined Lemus at the announcement. The governor emphasized that the administration's economic development strategy is yielding results, citing growth in foreign direct investment, job creation, and improvements in wage poverty, according to data from the Mexican Social Security Institute. Michelle Fridman Hirsh, the state's secretary of tourism, said the record-breaking investments are a result of strong government support and a robust tourism infrastructure. Jalisco ranks second nationally in hotel offerings and according to the federal Ministry of Tourism, Jalisco contributes 7.4% of Mexico's tourism GDP. From January to April 2025, 11 million people visited Jalisco – a 1.6% increase compared to the same period in 2024. Fridman also noted growth in beach tourism, Magical Towns, lodging, and passenger traffic at Guadalajara International Airport, which continues to expand its domestic and international routes. The state aims to surpass 90,000 available rooms by 2030. Jalisco currently has 2,821 hotels, offering 83,067 rooms. 'This year, we are going to increase our training and certification numbers for tourism service providers in the state. This initiative will undoubtedly help investors continue betting on Jalisco, as it ensures legal certainty, demonstrates strong support from the state government and reinforces Jalisco's position as a leading global destination for tourism,' Fridman said. Bernardo Aguilar Martínez Negrete, president of the Jalisco Hotel Association, said the industry is committed to solid investments and that the state offers a reliable environment for development. 'This is a historic moment to launch so many new projects in such a short time,' Martínez Negrete said. 'At the Hotel Association, we see this as a great opportunity to consolidate our position as the country's leading tourist destination in the coming years.' The 2026 FIFA World Cup is expected to bring more than 2.5 million visitors to Jalisco. Twelve of the 38 new hotels are scheduled to open before the tournament begins. Dollar amounts are approximate, based on an exchange rate of 18 pesos per U.S. dollar.
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