Jalisco, Mexico, is going all-in on tourism, with officials revealing plans to invest more than $1 billion in 38 new hotel projects that will add as many as 4,578 rooms across the state by 2028.
"The tourism sector will be a fundamental pillar of economic growth in Jalisco. We will exceed 90,000 rooms throughout the state by 2030," Governor Pablo Lemus said in a statement. Jalisco currently has 2,821 hotels, offering a total of 83,067 rooms.
As part of the plan, $165 million will be put toward seven hotels operated by InterContinental Hotels Group (IHG), Hilton will invest $90 million in four hotels and Marriott will invest $65 million in four hotels.
Meanwhile, Hyatt will invest $295 million in three hotels in Puerto Vallarta.
Other investments will be made by Chablé El Tezcalame Tomatlán ($230 million), ME by Meliá ($45 million), NH Guadalajara Suites ($26 million) and Four Points by Sheraton ($15 million).
Additionally, eight independent hotels will invest a combined $100 million.
"This year, we are going to increase our training and certification numbers for tourism service providers in the state," said the state's secretary of tourism, Michelle Fridman Hirsh. "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."
Bernardo Aguilar Martínez Negrete, president of the Jalisco Hotel Association, called it "a historic moment to launch so many new projects in such a short time."
"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."
From January to April 2025, 11 million people visited Jalisco, marking a 1.6 percent increase compared to the same period in 2024. That upward trend is expected to continue into 2026 when the FIFA World Cup is projected to bring more than 2.5 million visitors to Jalisco.
Nearly one-third of the new hotels are scheduled to open before the tournament begins in June 2026.
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