With mariachis, tequila, internationally recognized cuisine, and its sights set on the FIFA World Cup, Jalisco is seeking to consolidate itself as one of Latin America’s major tourism engines and one of Mexico’s leading cultural showcases.
During a working tour through Puerto Vallarta, Tequila, and Guadalajara, Mexico’s Minister of Tourism, Josefina Rodríguez Zamora, noted that Jalisco welcomed almost 12.72 million visitors during 2025, a figure that keeps it as the third most important tourist destination in the country.
“I have always believed that if world-class events and initiatives come to your home, it is because the destination itself is world-class, and that creates a different perception within and outside the country,” the official said.
Rodríguez Zamora emphasized that Jalisco’s tourism growth comes at a key moment, marked by preparations for the 2026 FIFA World Cup and the arrival of international events such as ITB Americas, the hemispheric version of one of the world’s most important tourism fairs.
The head of Sectur said that the combination of infrastructure, air connectivity, and cultural heritage has turned Jalisco into one of Mexico’s main international reference points.
“Jalisco is one of the most important states for tourism in Mexico. If we want to become the fifth most visited country in the world, we need destinations like this to continue growing and strengthening,” she said.
According to data presented by the Ministry of Tourism, the state registered a 0.3 percent increase in tourist arrivals compared to 2024 and maintained sustained growth in investment and connectivity.
Between January and March 2026 alone, Jalisco received over 2.74 million tourists, ranking only behind Quintana Roo and Mexico City.
The figures also reflect the strategic importance of the state’s air connectivity. During the first quarter of 2026, Jalisco’s airports recorded more than 58,000 flights, equivalent to 12 percent of the national total, transporting more than 6.4 million passengers.
The main hub of this connectivity is Guadalajara International Airport, considered one of the fastest-growing airports in Mexico and a gateway for tourists arriving mainly from the United States and Canada.
In terms of investment, the official highlighted that Jalisco ranks third nationwide in tourism investment, with almost 5.27 billion dollars recorded during the first four months of 2026.
The state’s tourism strategy is also focused on strengthening specific segments such as culture, gastronomy, sports, and meetings tourism.
In that context, Rodríguez Zamora highlighted that global symbols of Mexican identity such as mariachi and tequila continue positioning Jalisco as an international cultural reference point.
Jalisco’s agave landscape and ancient tequila industrial facilities were declared a UNESCO World Heritage Site in 2006, while mariachi was added to UNESCO’s Intangible Cultural Heritage of Humanity list in 2011.
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