Meeting and Events Drive Jalisco’s Tourism Revenue
During the December season, Jalisco recorded an economic impact of nearly 4.5 billion pesos, marking a 5.3% growth compared to the same period in 2024, with 1.58 million visitors, according to the state’s tourism secretary.
Guadalajara’s Performance
Guadalajara welcomed over 622,000 visitors, a 3% increase, generating 1.263 billion pesos. This progress sets a solid foundation for Jalisco as it advances towards 2026 with a diversified offer and growing national and international projections.
Driving Force: Meeting Industry
The meeting industry is one of the main drivers behind this growth. According to projections by the Guadalajara Convention and Visitors Bureau (OVC), it is expected to grow by 15% in 2025, reaching 31 billion pesos in economic impact, as stated by its director Gustavo Staufert.
This growth is supported by increased tourism infrastructure, with an investment of 20 billion pesos in the Greater Guadalajara area for an additional 3,500 hotel rooms over the next six years.
Future Host: FIFA World Cup and ITB Americas
With 2026 in sight, Jalisco is accelerating preparations to be one of the hosts for the FIFA World Cup, which will act as a catalyst for critical infrastructure projects like the 25 billion pesos investment in the first phase of the airport.
Canada is a strong bet, with airlines such as Air Canada, WestJet, Air Transat, and Flair Airlines offering direct flights. Both private and public investments are being made in aviation, mobility, and hotel infrastructure.
Addressing Security Concerns
Staufert acknowledged the challenges of security perception, especially in interior destinations and magic towns. To tackle these issues, concrete resources have been allocated, such as the 23 million pesos investment near Teuchitlán and the tequila route.
However, the most powerful tool is positive exposure through international events like the Brussels Spirits Drinks Festival, which showcases Tequila and San Sebastián del Oeste, or the Mariachi Festival, acting as showcases for destination appeal.
Meeting and Events’ Significance
Meetings and events account for 30% of tourism revenue in Guadalajara and 15% at the state level. In 2024, Jalisco’s meetings industry generated 26,500 billion pesos, or 1.5% of the state’s GDP.
For 2025, the target is 27.5 billion pesos from meetings tourism in Guadalajara, with 55,000 events taking place in the metropolitan area out of a total of 65,000 across the state.
Key Questions and Answers
- What is the current state of meeting and events tourism in Jalisco? Meeting and events contribute 30% of tourism revenue in Guadalajara and 15% at the state level. In 2024, this sector generated 26,500 billion pesos, or 1.5% of Jalisco’s GDP.
- What growth is projected for the meeting industry in Jalisco? The Guadalajara Convention and Visitors Bureau (OVC) projects a 15% growth for the meeting industry in 2025, reaching 31 billion pesos in economic impact.
- What role do meetings and events play in Jalisco’s tourism development? Meetings and events are crucial drivers of Jalisco’s tourism growth, with significant investments in infrastructure and a strong focus on hosting international events.
- How is Jalisco preparing for the FIFA World Cup and ITB Americas? Jalisco is investing in critical infrastructure, such as the airport, and attracting airlines like Air Canada, WestJet, Air Transat, and Flair Airlines to support its hosting ambitions.
- What measures are being taken to address security concerns in Jalisco’s tourism destinations? Concrete resources are being allocated to improve security perception, including investments near Teuchitlán and the tequila route. Positive exposure through international events is also a key strategy.
