by Fernando Favela Vara

Morning sunlight illuminated the Baja California Center as hundreds of tourism professionals gathered overlooking the Pacific. Delegations from all 32 Mexican states exchanged proposals with international buyers, their voices mixed with the constant sound of waves. Exhibitors showcased the best of their destinations – from Caribbean beaches to colonial towns, from wine routes to Mayan jungles – creating a mosaic celebrating Mexico’s extraordinary tourism diversity. This was Tianguis Turístico 2025, an event that from April 28 to May 1 transformed Playas de Rosarito into the epicenter of National and International tourism.

For the first time in its 49-year history, this crucial industry gathering took place in northern Mexico, marking a milestone that will resonate for years in the country’s tourism sector. More significantly, this edition inaugurated an unprecedented binational format, with activities in both Baja California and San Diego, California, formally recognizing what those of us living in the border region have always known: Cali-Baja isn’t merely a geographic expression, but an economic, cultural, and tourism reality deserving celebration.

A Bridge Between Two Nations

Baja California’s selection as host wasn’t accidental. With its privileged geographic position and long tradition of cross-border connectivity, the state represented the perfect stage to reimagine how México can strengthen its tourism ties with the U.S. and Canadian markets. The numbers supported this strategic vision: of the 300 hosted buyers who confirmed attendance, 80 percent came from the United States and Canada, while the rest arrived from Europe, Asia, and Latin America.

For organizers, the message was clear: México doesn’t just seek international visitors –it actively goes out to meet them. Activities in San Diego, known as “Window to Mexico,” allowed Mexican tourism to present itself directly to the American market, eliminating barriers and facilitating connections that traditionally required foreign buyers to travel to México first.

Beyond the Convention Center

Tianguis Turístico 2025 demonstrated that major events needn’t confine themselves to conference halls. While the Baja California Center – with its spectacular oceanfront location – served as the main venue for business meetings and commercial exchanges, the event strategically extended throughout the region. Special activations in Ensenada, Tijuana, and Valle de Guadalupe allowed visitors to directly experience the diversity that makes Baja California a unique destination.

Picture international buyers tasting world-class wines such as Château Camou in vineyards rivaling Napa, exploring Tijuana’s vibrant cultural scene, or sampling fresh lobster in Puerto Nuevo. These immersive experiences transformed what could have been simply another business event into a living showcase of everything Baja California offers travelers.

Innovation in Tourism Promotion

The event also served as a platform for important announcements pointing toward Mexican tourism’s future. The relaunch of the Visit México platform, now equipped with artificial intelligence, dynamic maps, and immersive experiences, promises to revolutionize how travelers plan their visits to the country. Personalization of content based on individual preferences could finally solve one of Mexican tourism’s great challenges: helping visitors navigate the overwhelming variety of available destinations and experiences.

Equally significant was the launch of “La Gran Escapada, El Buen Fin del Turismo” (The Great Escape, Tourism’s Good Weekend), a joint initiative with the National Confederation of Chambers of Commerce seeking to democratize tourism through exclusive promotions and offers. In a country where domestic tourism represents a substantial portion of the sector’s economic activity, making travel more accessible to Mexicans themselves isn’t just good social policy – it’s smart economic strategy.

The Human Impact

Behind the 10,000-plus participants, business meetings, and statistics, Tianguis Turístico 2025 represented something more fundamental: opportunities. For tourism service providers from Baja California Sur who traveled north with their 60 represented companies, each meeting with travel agencies and tour operators could translate into new bookings, jobs created, and families sustained. For artisans, restaurateurs, and tour guides from across the republic, the event offered an invaluable showcase before buyers with decision-making power.

The Tianguis Turístico also strengthened ties between Mexican destinations. When Playas de Rosarito Mayor signed a cooperation agreement with Yucatán’s Mayor, she wasn’t just connecting two cities – she was weaving relationships that could create innovative tourism routes, share best practices, and celebrate both Mayan and Baja Californian culture.

A Lasting Legacy

As Baja California passes the baton to Guerrero – the state that saw this event’s birth decades ago – it’s clear that Tianguis Turístico 2025 established a new standard. It demonstrated that Mexican tourism is ready to think beyond its borders, to innovate in its promotional strategies, and to recognize that binational collaboration doesn’t dilute Mexican identity – it strengthens it.

For those of us who love Baja California, the event was a reminder of the unique role our region plays in México’s story. We are the gateway, the cultural bridge, the place where two nations meet not in conflict but in collaboration. And over four days in late April and early May 2025, we showed the world that when México embraces that border identity without reservation, everyone wins. See You in Acapulco!