Signaling Jalisco’s sustained economic growth and its emergence as Mexico’s investment hub, Governor Pablo Lemus Navarro has announced a $1 billion investment in new hotels aimed at strengthening the state’s tourism sector. Private investors will allocate more than $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,” said Governor Lemus, adding that “we will exceed 90,000 rooms throughout the state by 2030.”
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 Hirsch, 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 percent of Mexico’s tourism GDP.
From January to April 2025, 11 million people visited Jalisco, a 1.6 percent increase compared to the same period in 2024. Fridman Hirsch also noted growth in beach tourism, Magical Towns (Pueblos Mágicos), 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.
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.
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.
For more information, visit www.visitjalisco.mx.
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