Jova made landfall near Puerto Vallarta Wednesday as a Category 2 storm and continues to weaken as it moves inland.
Authorities told residents to take precaution. Some have taken up shelter. Others have vowed to ride out the remainder of the storm. The Mexican army has assigned about 1,500 soldiers to hurricane preparedness and relief efforts.
Heavy rainfall remains a concern for the area. The biggest dangers are for the potential of mudslides and flash flooding, says Mark Robinson, a meteorologist at the Weather Network.
The storm surge will increase chances of coastal flooding as well.
The total rainfall is expected to be between 150 to 300 mm. Isolated areas may see as much as 500 mm.
The U.S. National Hurricane Center says Jova's sustained winds were around 55 km/h.
Mexico's mountainous terrain will deter the winds helping to minimize damage. Large waves, on the other hand, may prove to be destructive.
Following close behind, is Tropical Storm Irwin, which continues to weaken as it nears Mexico's coast. As the storm loses momentum, it could become a tropical depression by day's end.
Forecasters are also keeping an eye on a third disturbance, which is swirling around the Pacific near the Guatemala-Mexico border. The tropical depression could strengthen to a tropical storm Wednesday.
For updates on the 2011 hurricane season, visit The Weather Network's Tropical Storm Centre.