This Monday, state authorities and the Jalisco tourism industry met to learn about the projects underway for the construction of 38 new hotels in the state, for which an investment of just over 20 billion pesos is expected.
The Secretary of Tourism, Michelle Fridman, announced this announcement, which aims to consolidate itself as “a historic investment for Jalisco in the hotel industry, covering the period 2025-2028” and anticipating that, by 2030, a total of 90,000 rooms will be available throughout the state to accommodate local, national, and international tourists.
“This is due to many factors that you are all aware of: the infrastructure we have in the state, which includes connectivity, institutional support and investment incentives, the tourism infrastructure that continues to grow, and the legal security and certainty that I believe are extremely important for investors today,” the secretary highlighted as factors that have favored this investment, in addition to the various incentive programs and the growth of the state’s economic indicators.
The construction of these 38 new hotels aims to add a total of 4,648 rooms, not only in the Guadalajara Metropolitan Area, but also in municipalities such as Puerto Vallarta, Costalegre (Tomatlán), Tapalpa, Autlán de Navarro, and Jocotepec, among others.
Among the chains that will be arriving in Jalisco with new spaces are, for example, Hilton, Intercontinental, Marriott, Melia, and Hyatt, in addition to various “boutique hotels” for specialized segments, the secretary said. Together, they will not only be key in welcoming tourists who will visit Jalisco ahead of the 2026 World Cup, but will also allow for expanding the offering to the various sectors “that will be arriving in the state as part of the world-class events promoted by the state.”
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During the announcement, the Governor of Jalisco, Pablo Lemus Navarro, emphasized that these efforts have been achieved thanks to the positive economic figures reported, which show “that Jalisco is growing at a rate of four times as much.”
For example, he noted, while the country received a 0.7% increase in Foreign Direct Investment, Jalisco grew 2.2%. He also highlighted that Jalisco is among the top three nationally in job creation, and that, in 2024, Jalisco achieved the status of the state with the greatest improvement in salary indicators.
“I have always believed that if the economy is working, everything else around it will follow. And without a doubt, tourism is a fundamental factor in Jalisco’s ability to achieve the economic position we are achieving,” stated the state leader.
He also noted that Jalisco is the only state with all tourism segments (beach, capital, mountain, religious, medical, and meetings), and he also reviewed once again the actions being promoted to improve the state’s connectivity, which range from improving road infrastructure with a budget of 24 billion pesos to expanding its airports and, of course, opening new air routes.
Bernardo Aguilar Martínez Negrete, president of the Jalisco Hotel Association, also attended the presentation of these 38 hotels. He emphasized that this is a great opportunity for the state to consolidate its position as the country’s leading tourist destination in the coming years.
“This significant investment of Jalisco capital includes not only new construction, expansions, and conversions of hotels operating under international brands, but also the opening of independent hotels with their own unique character that enhance the essence of the local hotel industry,” he said.
In addition to all of this, Bernardo Aguilar noted, there are complementary projects that will improve practices in hospitality, tourism culture, and customer service, based on training in various areas, which not only include languages, but also safety, sustainability, diversity, and inclusion protocols.
“Thank you for your unconditional support, backing, and willingness to boost tourism through the continued promotion of the destination, as well as for strengthening the living trusts. By working together ‘Al Estilo Jalisco,’ the public and private sectors and civil society are building not only a city and a Jalisco ready to host events of this magnitude, but also a positive and lasting legacy for future generations. Last, but not least, I want to thank all the hotel investors present here for their determined commitment to investing and reinvesting in Jalisco’s hotel sector,” concluded Bernardo Aguilar Martínez Negrete.
Source: informador
