Puerto Vallarta, Jalisco – International arrivals at Puerto Vallarta airport have fallen by 4.9%, equal to 132,400 fewer visitors this year. Data from the Sustainable Tourism Advanced Research Center at Universidad Anáhuac Cancún shows a combined 4.1% drop at three airports. Cancún lost 637,300 passengers, while Puerto Vallarta saw a loss of 132,400.
Tourism accounts for a large share of Puerto Vallarta’s economy. Analysts fear prolonged declines will hurt local incomes. The total 759,600 visitor decline represents lost revenue of hundreds of millions of pesos. This data underscores the Puerto Vallarta international tourism decline and raises concerns for the local economy.
Puerto Vallarta international tourism decline
Threats from global factors hit Puerto Vallarta hardest early this year. February data shows an 11% drop in Cancún and a 7.4% slump in Vallarta. Los Cabos remained positive with a 0.3% gain and 10,000 more visitors thanks to gains from March to July. Analysts cite economic uncertainty in source markets and higher airfares as drivers of lower demand. Airline route adjustments have reduced options for direct flights. Local analysts warn that weak bookings may strain the hospitality sector.
National tourism shifts and strategies
While Puerto Vallarta and Cancún face declines, other regions seek growth. Aguascalientes joined the National Sports Tourism Strategy to fight seasonality. Its four planned events aim to draw over 9,000 tourists and generate 75 million pesos. In Baja California Sur, a new digital platform now maps La Paz attractions across nine districts. Officials hope these initiatives inspire other regions to innovate. Digital tourism tools aim to adapt to new traveler habits.
Industry pressures and outlook
Tourism groups warn that global policy and economic shifts may further slow travel. The U.S. Travel Association calls a new $250 visa fee a junk tax that could deter visitors. The association warned the fee could deter fans for the 2026 World Cup and 2028 Olympics. Marriott cut its RevPAR growth forecast to 1.5%–2.5% after weak demand. Marriott also saw a 16% drop in government hotel nights in the US and Canada. International chains like Oyo added 150 hotels in the first half of 2025. A Go2Africa study finds some US states now struggle with overtourism. Cruise and online booking firms report shorter booking windows of 20 to 45 days. Summer travel to the US also softened at the Jersey Shore and Niagara Falls. Industry experts say recovery will hinge on stable policies and consumer confidence.
Local impact and outlook
Car rental companies report fewer bookings and lower revenue. Restaurants note declining table reservations and menu adjustments. Service providers across the city report cancellations and weaker bookings. Hospitality workers face reduced shifts and layoffs. Real estate agents warn of softer demand for vacation rentals. Local leaders now call for new marketing and partnerships to revive visitor numbers in Puerto Vallarta. They urge targeted campaigns and improved flight connections.
Local authorities say they will reassess marketing strategies and seek airline partnerships to restore routes. Stakeholders plan a forum this fall to address tourism challenges. They aim to boost marketing and support recovery.
