In the first four months of 2025, Puerto Vallarta welcomed 76 cruise ships and 237,000 visitors, driving an economic impact of 412.6 million pesos; April alone saw a 7.8% increase in arrivals and a 14.2% rise in spending.
Puerto Vallarta got off to a strong start in 2025 as Mexico’s premier seaside destination for cruise travelers, welcoming 76 vessels and 237,000 passengers between January and April. According to data published by the National Port System Administration (Asipona), these visitors spent an estimated 412.6 million pesos in the destination, underlining the sector’s critical role in the region’s tourism economy.
April proved particularly robust. Last month alone, 23 cruise ships docked at Puerto Vallarta’s wharves, bringing 65,953 passengers—an increase of 7.8% compared to April 2024. Those visitors injected 113 million pesos into the local economy, a jump of 14.2% year-on-year. Port officials say the uptick reflects both a broader rebound in international leisure travel and targeted efforts by the state’s tourism authorities to diversify and upgrade visitor offerings.
Cruise season in Puerto Vallarta traditionally spans from late autumn through spring, but the destination has worked to extend the appeal beyond peak months. The mix of shore excursions—ranging from cultural tours of Zona Romántica to eco-adventures in the Sierra Madre—has been revamped, with locally operated excursions now accounting for a growing share of bookings. Many arriving passengers choose to spend their time exploring cobblestone streets, sampling regional cuisine, or shopping for handicrafts, generating spillover benefits for restaurants, galleries, and small businesses.
Secturjal, the Jalisco Tourism Secretariat, attributes the sector’s momentum to strategic investments in port infrastructure and visitor services. “With these figures, Jalisco reaffirms its leadership in the sector with a wide range of amenities for the enjoyment of visitors,” said a spokesperson for Secturjal. In recent months, the port authority has introduced new gangway systems to speed up disembarkation, expanded baggage handling capacity, and improved signage to help tourists navigate the city more easily. Investments in sustainability—such as cleaner shore power connections and initiatives to reduce single-use plastics—have also drawn praise from industry partners and environmental groups.
Local businesses are reaping the rewards. Hoteliers report higher occupancy rates on cruise days, and tour operators note an uptick in advance bookings. Alejandro Vargas, owner of a popular whale-watching company, said that cruise ship arrivals have become the backbone of his offseason revenue. “Last April alone, we served over 1,200 cruise passengers, compared to 1,000 in April 2024,” Vargas noted. “These clients often return later for longer stays, so the benefits extend well beyond their day visit.”
Despite the gains, stakeholders acknowledge challenges. Port congestion remains a concern during peak docking windows, and there is ongoing competition from nearby ports such as Mazatlán and Cabo San Lucas. To stay competitive, Jalisco’s tourism board has launched marketing campaigns in North America and Europe, emphasizing Puerto Vallarta’s blend of authenticity and modern comforts. The city’s international airport has also expanded direct flight routes, making it easier for cruise passengers to return or combine their visit with an extended land-based itinerary.
Looking ahead, Asipona forecasts continued growth for the remainder of 2025. Industry analysts point to a strong global cruise pipeline, with major lines unveiling new ships and routes that include Mexican Pacific ports. The Jalisco state government is considering further port upgrades to accommodate larger vessels, as well as partnerships with cruise lines to offer exclusive shore packages. “Our goal is not just to bring ships in,” said Secturjal’s director, “but to ensure that each visitor has an unforgettable experience that showcases the best of our culture, natural beauty, and hospitality.”
For local stakeholders—from taxi drivers and shop owners to restaurateurs and tour guides—the rising tide of cruise tourism spells opportunity. As long as growth is managed sustainably and investments continue to enhance the visitor experience, Puerto Vallarta stands poised to strengthen its position as one of the nation’s top cruise destinations throughout 2025 and beyond.
In the first four months of 2025, Puerto Vallarta welcomed 76 cruise ships and 237,000 visitors, driving an economic impact of . . .
