Luxury tourism has become an essential part of the tourism offerings in certain regions of the country, especially in Puerto Vallarta and Riviera Nayarit, where it is estimated that six out of every ten three- to five-star hotels belong to the premium segment.
According to a report by the real estate services firm CBRE, it is estimated that from January to August 2025, both regions registered hotel occupancy rates exceeding 72%, driven by the growth within the luxury segment.
According to the Snapshot of Hotels and Tourism in Puerto Vallarta and Riviera Nayarit, corresponding to the first half of the year, this dynamism is due to the increase in international tourists, with greater spending power, and also to the strength of the domestic market, whose demand has sustained occupancy even during periods of lower international arrivals.
“The strengthening of domestic tourism and the expansion of the luxury segment are consolidating Puerto Vallarta and Riviera Nayarit as key destinations for hotel investment in Mexico. Diversification of offerings and air connectivity are factors that will continue to drive their performance in 2026,” stated Christian Lega, Vice President of Hospitality at CBRE Mexico.
The analysis highlights that both Riviera Nayarit and Puerto Vallarta have achieved a stable occupancy base resulting from the combination of domestic air connectivity and a diversified offering that caters to everything from family trips to wellness and high-end experiences.
Present Brands
According to the report, hotel brands participating in the luxury segment in these two regions have been part of this dynamism, such as:
Rosewood
Meliá
Montage
Pendry
According to CBRE, the performance shown in 2025 anticipates a year of greater activity for 2026, so the expectation is that occupancy levels will remain solid and that the arrival of new investments will generate competitive pressures on rates, differentiation of services and expansion of the range of experiences offered.
Source: eleconomista
