Fueled by a historic investment in new hotels in the region from major brand companies, Mexico’s Jalisco region is positioned to continue its emergence as a tourist destination. Governor Pablo Lemus Navarro announced that private investors will allocate more than $1 billion between 2025 and 2028, adding 4,578 rooms to the western 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 in a statement.
Of the more than $1 billion in planned private investment, $165 million will go to seven hotels operated by InterContinental Hotels Group, and Hilton will invest $90 million in four hotels. Marriott will invest $65 million in four hotels.
Hyatt does not have plans to invest in Jalisco, but the company is "always open to discussing, considering development opportunities in key leisure markets like this," according to a statement from the company.
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."
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 to 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.
"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.
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.