Puerto Vallarta, Jalisco, Sept. 1, 2026 — Mexico now has more than 785 vacation-ownership developments and annual sales above $6.35 billion, according to figures AMDETUR supplied for its congress. The trade group released the figure Tuesday.
The Mexican Association of Tourism Developers will hold its 2026 national congress Sept. 7 and 8 at Camino Real Polanco in Mexico City.
Its official congress program includes sessions on demand, air connectivity, investment, artificial intelligence and Mexico’s political and economic outlook.
Puerto Vallarta holds one-fifth of sector sales
Puerto Vallarta and Bahía de Banderas accounted for 20% of Mexico’s vacation-ownership sales in 2024, according to AMDETUR’s sector-impact study.
That placed the bay region behind Cancún and the Riviera Maya, which held 38%, and Los Cabos, with 23%. Mazatlán accounted for 6%, while other destinations shared the remaining 13%, the study said.
AMDETUR reported that international customers made 76% of vacation-ownership purchases, led by buyers from the United States and Canada. That concentration ties the Puerto Vallarta market to foreign travel demand and air service at the city’s international airport.
The association’s study also estimated that vacation ownership filled 22,813 rooms each day across Mexico during 2024. That represented more than 8.3 million occupied room nights during the year.
The segment forms part of the wider visitor economy examined in PVDN’s Puerto Vallarta tourism economy explainer. Its influence extends through resort operations, sales departments, transportation and other visitor services.
AMDETUR’s figures require careful comparison
Our review found that AMDETUR’s new $6.35 billion sales figure is slightly higher than the total in its public 2025 study.
The published study summary reported $6.2 billion in net membership sales for 2024. It listed another $2.2 billion from membership use and related services, producing an estimated total value of $8.4 billion.
The congress announcement does not provide a reporting period or methodology for the newer $6.35 billion figure. AMDETUR presents it as current annual sales rather than the broader value of services and membership use.
The development count also has earlier context. In March 2025, AMDETUR projected that 15 to 20 openings would bring Mexico to 785 properties, a forecast reported by PVDN at the time. The association now describes the national total as “more than 785,” rather than giving an exact audited count.
AMDETUR says it represents 90% of Mexico’s vacation-ownership developers and investors. The group commissioned its economic study with the Sustainable Tourism Advanced Research Center at Universidad Anáhuac Cancún.
“Mexico’s vacation-ownership industry is an example of global success,” AMDETUR board President Marcos Agostini said in a Spanish-language statement accompanying the study.
The association’s research estimated that the sector generated 5.1 billion dollars in economic value during 2024. It placed that amount at 3.5% of Mexico’s tourism gross domestic product.
Congress agenda centers on demand and technology
The two-day congress will examine how developers can reach new buyers and adjust products for changing travel habits.
Scheduled sessions include the global tourism outlook through 2027 and U.S. consumer trends. Other panels will examine public attitudes toward timeshares, airline connectivity, investment, data systems and the use of artificial intelligence in sales and resort operations.
Our review of the agenda found no session dedicated solely to Puerto Vallarta or Bahía de Banderas. The bay region’s 20% share, however, gives local developers and resort operators a large stake in the national discussions.
Consumer protections remain in force
Vacation ownership can include timeshares, resort memberships and travel-club products. Buying one does not necessarily transfer ownership of real estate to the customer.
For readers considering an offer in Marina Vallarta, the Hotel Zone along Boulevard Francisco Medina Ascencio or elsewhere in Mexico, federal consumer rules apply regardless of the industry’s growth.
Profeco advises buyers to verify that the provider’s contract is registered with the agency. The contract should disclose the total cost, maintenance fees, exchange charges and the provider’s Mexican address.
Consumers may cancel within five business days after signing, Profeco said. Providers also cannot impose charges without consent or require customers to waive cancellation rights.
Those protections are contained in Mexico’s current timeshare service standard, NOM-029-SE-2021, which has been in force since September 2022.
