Puerto Vallarta Mayor Luis Ernesto Munguía González met with Jalisco finance secretary Luis García Sotelo and the local hotel association to review how the city’s lodging tax is being used and to prioritize upcoming projects. Topping the list are a full rehabilitation of Los Muertos Pier, construction of a new Las Peñas pier north of the Malecón, restoration work on Isla Cuale, improvements to the Mirador de la Cruz viewpoint, and coordinated beach maintenance within the federal maritime–terrestrial zone.
The discussion comes as Jalisco expands the role of its hotel tax statewide. Lawmakers recently confirmed the 4% rate for 2025, with the option to raise it to 5% in the future. Digital platforms such as Airbnb continue to collect and remit the tax on bookings, reinforcing its importance as a predictable revenue stream.
In Puerto Vallarta, the levy traditionally funds tourism promotion and core infrastructure through the local trust. Recent spending plans highlight long-postponed essentials: more than 18 million pesos have been allocated for a full upgrade of the Mirador de la Cruz, while Isla Cuale—marking its centennial—will receive nearly 40 million pesos for slope stabilization, safer paths, and low-impact viewing areas. The city and state have also signaled upcoming façade improvements to help restore the historic center’s signature white-and-tile aesthetic.
Waterfront priorities are also taking shape. The proposed Las Peñas pier near Hotel Rosita would serve as a new boarding point and public space, echoing the sail-inspired design of Los Muertos Pier. Early descriptions outline a 120–140-meter structure with seating, lighting, and a lookout, aimed at enhancing maritime connectivity. Meanwhile, Los Muertos Pier itself continues to struggle with lighting failures and surface wear after years of piecemeal repairs, prompting calls for a comprehensive rebuild.
The meeting also addressed regulations in the federal maritime–terrestrial zone (ZOFEMAT), where any work on piers, beach access, or erosion control requires federal approval and coordination on concessions.
Going into 2025–2026, progress will depend on stable lodging-tax revenue and broader transport investments that shape visitor flows. City officials say the goal is balance: maintain cooperation with digital rental platforms, strengthen beaches and public spaces, and invest in visible improvements—from piers and plazas to safer, well-lit walkways along the bay.