The NHC said in a report yesterday that Franklin was over the Gulf of Mexico 170 kilometers (105 miles) from the major port city of Veracruz.
Franklin struck Mexico's eastern Yucatan peninsula on Monday and was expected to make landfall again in the province of Veracruz late on Wednesday or early today.
The second landfall "will be much stronger than the first one," churning up waves up to five meters high, said Alberto Hernandez, an official with Mexico's National Meteorological Service.
Mexico's long eastern coastline is often struck by storms during the Atlantic hurricane season, which runs from June 1 through November 30.
In September 2013 Mexico was struck almost simultaneously by hurricanes Ingrid in the east and Manuel in the west, leaving some 157 dead in the southern state of Guerrero.