Overview of Guadalajara’s Booming Meetings Industry
Guadalajara, Jalisco’s meetings industry is projected to have an extraordinary year in 2026, with over 700,000 hotel rooms reserved for congresses, conventions, fairs, exhibitions, and sports events. According to the Guadalajara Convention & Visitors Bureau (OFVC), 200,000 of these reservations are for the FIFA World Cup in 2026, with the rest attributed to a robust schedule of international events.
Key International Events
- ITB Américas: The regional version of the world’s most important travel fair, ITB Berlin, will hold its first edition in Guadalajara in November 2026.
- World Dam Exhibition: Scheduled a month before the FIFA World Cup, this event is also expected to attract significant international interest.
Guadalajara will host around eight major international events in 2026.
Currently, the OFVC has confirmed 125 events for 2026, with 66% being new and the rest recurring events. In 2025, they aim to host 112 events.
Guadalajara’s International Strategy
The city’s internationalization strategy includes representation in Europe, South America, and the United States, along with a dedicated office in Mexico City focused on attracting new congresses and conventions.
“Barcelona hosts 150 events annually, so our goal is to match their level. With over 100 bidding books per year, Guadalajara is undoubtedly a global-class destination,” said Gustavo Staufert, the OFVC director.
Growth in Hotel Offer and Rates
Despite a 13.5% increase in hotel rates for 2026 compared to the previous year, hotel occupancy is expected to remain similar to 2025 at around 61%. This growth is attributed to higher-end, more expensive hotels being preferred by guests.
In 2011 for the Pan American Games, Guadalajara had 16,500 hotel rooms. By the time of the 2026 FIFA World Cup, the city will have 31,000 rooms, along with approximately 7,500 Airbnb units offering an average of 1.7 rooms per unit in the metropolitan area.
“We’ve seen a roughly 130% increase in available rooms, yet we’ve maintained the same occupancy rate and experienced significant rate growth,” Staufert explained.
Key Questions and Answers
- What major events are expected in Guadalajara in 2026? Key international events include the first ITB Américas, the World Dam Exhibition, and around eight other major events.
- How many events does the OFVC aim to attract in 2026? The OFVC aims to host 125 events, with 66% being new and the rest recurring events.
- What is Guadalajara’s strategy for attracting international events? The city’s strategy involves representation in key global markets and a dedicated office in Mexico City focused on securing new congresses and conventions.
- How are hotel rates and occupancy expected to change in 2026? Despite a 13.5% increase in hotel rates, occupancy is projected to remain similar to 2025 at around 61%, driven by demand for higher-end, more expensive hotels.
