Guanajuato's colonial charm, history-filled alleyways and colorful celebrations place it once again among the favorite destinations for Mexicans to experience the Day of the Dead, ahead of beach destinations such as Puerto Vallarta.
According to Booking.com data, the state registered a 60% increase in accommodation searches over the previous year, driven by its cultural offerings, its traditional tours and the emblematic parades that each year attract visitors from all regions of the country.
The magic of the Day of the Dead, a season that not only honors those who have passed away, but also celebrates life through altars, marigold flowers, candles, incense and artistic expressions that envelop the towns and cities of the state. Guanajuato is recognized for the festive atmosphere in its streets, where tradition is mixed with shows, music, typical gastronomy and a tourist experience that preserves the cultural identity.
Nationally, the trend reflects a growing interest in traveling to Mexico during these dates. According to Booking.com's analysis, these are the destinations with the highest growth in searches for travel between October 31 and November 3, 2025:
- Mexico City - +77%
- Guanajuato - +60%
- Oaxaca - +31%
- Playa del Carmen - +23%
- Puerto Vallarta - +15%
Guanajuato stands out for its combination of colonial architecture, centuries-old traditions and activities that connect visitors with history, art and collective memory.
For the state's tourism sector, this growth confirms Mexicans' interest in living authentic experiences in destinations with identity and cultural heritage. The season also represented an opportunity for economic spillover for hoteliers, merchants, service providers, tour guides, cultural venues and local businesses that received thousands of visitors during these days.
The symbolic and cultural value of this season also significantly boosted the local economy. This year the expected goal was reached, the arrival of more than 350 thousand visitors throughout the state, generating an economic benefit of more than 550 million pesos.
The statistics published by Booking.com take on special relevance as it is a platform with international coverage that operates in more than 220 countries and territories. This global presence makes each search or occupancy growth figure an indicator of international, not just local, reach.
In this sense, statistics of this type become key tools for destination promotion, as they show the real positioning of the destination in the eyes of global audiences and provide solid arguments for promoting commercial alliances, international campaigns and attracting visitors from distant markets.
This tourist movement represents income for thousands of families dedicated to hospitality, gastronomy, handicrafts and tourist services, who find in these celebrations a source of employment, development and community growth. The streets, hotels, markets, markets, restaurants and plazas not only received visitors, but also became a meeting point where tradition strengthens the regional economy.
