Jalisco seeks to consolidate the growth of South American tourism

How is your participation in this fair in Colombia going?

We've had a great experience. We kept all our appointments and also had many additional meetings with professionals who spontaneously approached our stand.
This year, we made a very positive impression with our tourism product, especially by showcasing everything that Jalisco represents for Mexican culture.

Many travelers from South America already know that we are the birthplace of mariachi, charrería (Mexican rodeo), and tequila. Based on these defining elements, we can say that Jalisco is Mexico, because many of the country's most representative traditions are concentrated in a single state.

How important is the South American and Colombian market for the destination?

The South American market continues to grow at a double-digit rate in Jalisco and Mexico. In particular, Colombia is now the third fastest-growing market, after the United States and Canada.

Last year we recorded 33.9 million visitors, including overnight tourists and day-trippers arriving by cruise ship or visiting archaeological sites.

How are you working to diversify the visitor experience?

We are promoting a tourism decentralization strategy. Many visitors arrive through Guadalajara or Puerto Vallarta, but we invite them to discover the interior of the state.

We want you to discover our magical towns and destinations like San Pedro Tlaquepaque, Tonalá, and Tequila. Many people don't know that, in addition to being Mexico's iconic drink, Tequila is also a magical town where you can visit distilleries and learn about the entire production process.

We also have nature and beach destinations such as the Costa Alegre region, a tourist corridor with more than 270 kilometers of coastline that offers whale, turtle and bird watching experiences, hiking and ultra-luxury options.

What type of hotel options can visitors find?

We have products for all budgets. From simple accommodations and bed & breakfasts to boutique hotels and luxury properties, especially in the Costa Alegre region.

In addition, many old estates and mansions have been restored and converted into boutique hotels, allowing for unique experiences that combine heritage, history, and hospitality.

What opportunities does the 2026 World Cup represent for Jalisco?

The 2026 FIFA World Cup will be a great opportunity for the destination. Guadalajara will be one of the host cities, and we expect to receive at least 3.5 million visitors during the 39 days of the tournament.

This will allow us to show the world the diversity of experiences that Jalisco offers, from culture and gastronomy to nature and beaches.

You mentioned charrería earlier. What is its historical importance to Mexican culture?

Charrería is one of Mexico's most iconic elements and originated in Jalisco. It has its roots in the agricultural and livestock activities of the old haciendas, where farm workers developed equestrian techniques that later became a tradition.

Over time, that rural identity evolved and today forms part of the country's cultural heritage. Many cultural expressions linked to Mexican music and traditions, such as mariachi, also stem from it.

Mexico is also world-renowned for its gastronomy. What distinguishes the cuisine of Jalisco?

Gastronomy is now a central element of tourism. Many visitors choose their destination based on the culinary experience they can expect.

In Jalisco, we have iconic products like tequila and raicilla, both with protected designation of origin. Furthermore, we have a great diversity of ingredients thanks to our geography: coast, mountains, valleys, and lakes like Lake Chapala.

Traditional dishes include carne en su jugo, tortas ahogadas, and tacos, in addition to a gastronomic scene that is gaining international recognition in cities like Guadalajara and Puerto Vallarta.

There have been reports of an incident in the state in recent days. What message would you give to the tourism sector?

It's important to convey a sense of calm. Following the events of last Sunday, there were some cancellations and initial concern, but the recovery was very rapid.

In just a few days, the entire tourism value chain returned to normal operations. Today, the destination is fully active: airports, hotels, restaurants, and tourist activities are operating at 100%.

Tourism is a very resilient industry. It has survived wars, natural disasters, and pandemics. We are convinced that it will continue to grow and that Jalisco will continue to welcome visitors from all over the world.