Mexico's Zacatecas hotels and Puebla restaurants forecast summer 2026 tourism boost

Hotel occupancy in the state of Zacatecas has risen to an average of 44.3% during the 2026 summer vacation period, up from just under 40% in the previous two seasons. In the capital, average occupancy from January to July reached 34.3%, about one point higher than the same period last year. Association president Raúl Muñoz linked the improvement to the timing of the Festival Zacatecas del Folclor and expects occupancy to climb another two to three points before the season ends. In Fresnillo, occupancy sits around 30%, helped by business travel and summer events such as basketball tournaments and motorbike races.

Meanwhile, the National Chamber of the Restaurant Industry in Puebla (Canirac Puebla) projects more than a 30% increase in restaurant sales for the summer vacation period, driven by an influx of domestic and foreign tourists. President Juan José Sánchez Martínez highlighted the seasonal demand for the traditional dish chile en nogada, estimating sales of around four million portions, which should generate a significant economic spill‑over for local eateries.

Both regions are counting on the combined effect of vacation travel and regional festivals to revive revenues after a slower first half of the year and a modest impact from the 2026 World Cup.