Mexico’s Jalisco to Add 38 Hotels in $1 Billion Tourism Push

Jalisco, one of Mexico’s top tourist destinations, has announced a major tourism development initiative, with more than $1 billion committed to building 38 new hotels by 2028. The projects will add 4,578 hotel rooms across the state, significantly boosting capacity ahead of the 2026 FIFA World Cup.

Governor Pablo Lemus confirmed that Jalisco is prioritizing tourism as a core driver of economic growth, with the goal of surpassing 90,000 total hotel rooms by 2030. Currently, the state hosts 2,821 hotels offering 83,067 rooms.

The investment includes $165 million for seven hotels under the InterContinental Hotels Group, $90 million for four Hilton properties, and $65 million for four Marriott hotels. Hyatt is investing $295 million into three properties in Puerto Vallarta, while other notable contributions include $230 million from Chablé El Tezcalame Tomatlán, $45 million from ME by Meliá, $26 million for NH Guadalajara Suites, and $15 million from Four Points by Sheraton. An additional $100 million will be shared among eight independent hotels.

Michelle Fridman Hirsh, Jalisco’s tourism secretary, emphasized that training and certification for tourism service providers will increase this year to ensure the success of the expansion.

The president of the Jalisco Hotel Association, Bernardo Aguilar Martínez Negrete, hailed the development as a historic opportunity to elevate the region’s global tourism standing.

Jalisco welcomed 11 million visitors between January and April 2025, a 1.6 percent increase from the previous year. Nearly one-third of the new hotels are expected to open before the 2026 World Cup.

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