The Queen of Baja – MAYTÉ RODRÍGUEZ CEDILLO
By Karin Leperi/ 2008
She is affectionately known as the “Queen of Baja” because of the positive focus and world attention she has drawn to the Baja Peninsula over the past 10 years. Publisher and CEO of BajaTraveler®, a travel magazine often called the Condé Nast of Baja California because of its content, color and coverage, Mayté Rodríguez Cedillo is about to launch a sister publication that will cover Latin culture, entertainment, and travel for the whole of Mexico. The title? MexicoTraveler.
“I want to share the positive story of Mexico with the world at large, of the land and her people, in the same way that I have shared the treasures of Baja California-– its beaches, activities, cuisine, culture, and its numerous natural wonders and rich human heritage,” says Mayte.
Originally from Tijuana, Mexico, Mayté has dedicated her life to promoting the positive aspects of Hispanic culture－the land and its people－to the rest of the world. A role-model for Hispanic girls and women of all ages, her passion and perseverance for pursuing her dreams to reality are the stuff of “Hollywood” stories. “Since age six, I recall my mom driving us (my brothers and me) I) across the border to go to summer school in the states. I remember the kids being so surprised that we were from Mexico; they would question if we had roofs in our homes and if all we ate were beans! Since then, I remember convincing my parents to allow me to invite some of those kids over for them to see that we lived pretty much like they did—if not better,” added Mayté.
Today, she is one of the most influential media women on the Baja Peninsula. An active travel diplomat and promoter, she serves as a common voice, a bridge among a diverse community of peoples and professions that includes politicians, movie stars, musicians, artists and philanthropists.
Mayté was raised in a traditional Mexican family where honor, respect and loyalty are cherished as values that bind both family and community. Through her parents, she was taught the value of hard work and the importance of education. In particular, her father always stressed how she must be willing to pursue and persevere in anything and everything important to her; that these traits will help her overcome any obstacle that life might throw in her path.
“Before his passing I asked him why it seemed that they (as parents) were the strictest and hardest with me. He answered. ‘Because that reassures us that you’d always be able to handle anything life sent you,’ he said. It wasn’t easy to understand that at times; but I am grateful because, in reality it’s true, there are no guarantees, just challenges,” says Mayté.
After receiving her undergraduate journalism degree from San Diego State University, Mayté got her start in broadcast at KGTV in San Diego. However, she soon realized that her calling was not with hard news, because she wanted to focus on the good and positive in life. She went on to join NBC in Los Angeles, at first as a “page” and found her calling in the area of sales.
During this time, she completed graduate work for a Master’s degree in Journalism at UCLA. Five years later, she was sent for a one-year assignment as a correspondent to Europe, where she quickly embraced the richness and multi-cultural diversity available on the continent. Later, returning to the United States, Mayté switched media tracks from broadcast to print; to refocus on magazines, where she felt she could best pursue the positive aspects of Hispanic culture and heritage. In High School, Mayté had been editor of the newspaper and in college she contributed to the school magazine.
After a brief stint with a magazine that didn’t pay her for her work, Mayté realized that the timing was right to publish her own magazine. She wanted a magazine with an ambassadorial vision that would focus on the positive aspects of Baja California, the breathtaking views of the land and the warmth of the people. This came at a time when many stereotypes prevailed that denigrated Hispanic culture. “I wanted to change that view,” declares Mayté. Thus was born BajaTraveler® Magazine.
Today, Mayté is the Publisher/CEO/Editor-in-Chief of BajaTraveler®, a premium full-color glossy magazine that covers travel, activities, art, golf, spa, medical, financial, real estate, philanthropy, book reviews, high profiles, successful women, and the Best of Baja. Unique to BajaTraveler® is destination coverage that is translated into six languages for its global audience – English, Spanish, French, German, Italian, and Japanese. This may be one of many reasons that the magazine is often referred to as the Condé Nast of Baja California.
Other reasons may include her exclusive coverage of famous personalities within the covers of her popular magazine, from movers and shakers to celebrities, entertainers and artisans. During her ten years of promoting Baja through the pages of BajaTraveler®, she counts her coverage of notable personalities to include Ricky Martin, Shakira, Luis Miguel, Laura Pausini, Maria Conchita Alonso, Sofia Vergara and now, via MexicoTraveler™, with Jennifer Lopez.
“When Mayté had the crazy idea of starting BajaTraveler®, I told her she was crazy－that she should not do that,” remarks Jean Loup Bitterlin, CEO El Rey Sol. “She was disobedient. Thank God that she didn’t listen because it has become the best magazine for the west coast of Mexico.”
It is Mayté’s ability to round-up the best of Baja, the best of Hispanic culture, and to augment this with prominent personalities who choose to visit the magic of Baja, that she has created a worldwide recognition of the Peninsula that didn’t exist a decade ago. She has become an ambassador for Baja or, as many affectionately refer to her, the “Queen of Baja.”
“Without question BajaTraveler® magazine and this force of nature we call “Mayté Magic” has the Midas touch in making sure this preeminent publication not only taps you into the best of the best in Baja,” says Giselle Fernandez-Farrand, Television Journalist, Producer & Film Maker, “but keeps you in the loop with no boundaries on both sides of the border.”
“My two pillars of practice are involvement in community and caring for people,” says Mayté with her warm and penetrating smile. “After all, it’s all about helping make the world a better place for everyone, about improving lives and offering hope.” An active member in business and the local community, Mayté’s positive presence includes membership in the Hispanic Chamber of Commerce and Recording Academy of Arts & Science.
Recently, Mayté was flown to Baja California Sur to receive an award for being one of “Baja’s Successful Women,” an award sponsored by the Governor of that state. She was recognized on September 27th, which is the official day of tourism for Mexico.
In 2002, Mayté was honored as a winner of the Tijuana San Diego 20/20 Regional Leaders Award, an award sponsored by San Diego Metropolitan Magazine and Frontera, Tijuana’s leading daily newspaper. According to Patrick Osio of the San Diego Metropolitan Magazine, “The idea behind the awards is to identify annually 20 people from each side of the border whose contributions to the binational region and its people have brought us closer as one people, while still respecting our cultural, political and language differences.”
As a member of Skål International, a premiere organization of tourism leaders around the world who promote global friendship and tourism, Mayté is also the only female member of the local Skål chapter – Baja North. Skål values sustainable development in tourism as the key to the industry’s future success and considers ecotourism but one area of the various components of sustainable development. Mayté whole-heartedly agrees.
“After all, it’s all about our future and our love for Mexico – our great land and passionate people. It’s also about the future prosperity of Mexico and the gifts we give to future generations. Would we do any less?”
Ever the believer in good works and charity, Mayté is particularly proud of her involvement as an active committee member in Noche de Niños, a spectacular Latin event and fundraiser that benefits Children’s Hospital in Los Angeles. Honored celebrities and guests at past events have included Latin superstars Jennifer Lopez, Antonio Banderas, Marc Anthony, Alejandro Sanz, America Ferrera, Daisy Fuentes, Carlos Baute, Joaquin Cortez, Giselle Fernandez, and Renee Olstead. Other notable Hollywood stars have included Brooke Shields, Jessica Simpson, and Johnny Depp.
According to Giselle Fernandez-Farrand, a trustee and sponsor, this annual event brings the best of cross-cultural Hollywood, American and Hispanic businesses, big global corporations, the financial community and Latin media together, in a show of unity to raise money for children undergoing cancer and other long-term treatments at Children’s Hospital.
Whether promoting Hispanic culture, music, health care, or the arts, Mayté remains committed to ensuring a common access for people of all means. She is a committee member of Fronteras Unidas Pro-Salud, a thriving health clinic that focuses on assisting women and children through community outreach. Fronteras’ main objective is education and awareness on issues regarding sexual health, reproductive health, and domestic violence. She is also a committee member of Sharp Memorial Hospital, San Diego’s health care leader in offering quality care and programs that set community standards. There are few places Mayté travels in Baja California or Mexico where she isn’t known or respected for the good work she does for Mexico and Mexican-Americans.
“For us, the citizens of Baja California, it’s an honor to have on our side such an enterprising woman such as Mayté Rodríguez Cedillo,” proclaims Alejandro Moreno, Secretary of Tourism for Baja California. “Through her magazine BajaTraveler®, she has projected Baja throughout the world as one of the most privileged regions of the country, promoting our natural richness as well as the most visited tourism destinations in Baja California. With her perseverance and professionalism, she has successfully accomplished her projects.” He is not alone in his sentiment.
“Mexico opens its doors and invites you to enjoy our country by way of BajaTraveler®, truly a high-quality publication,” Rodolfo Elizondo Torres, Secretary of Tourism for Mexico, states. “In each one of its articles it demonstrates love for our country, which makes it invaluable for all those interested in discovering new tourist destinations.”
Following a recent business trip to Mexico, Mayté returned to her San Diego office and home only to be ordered to evacuate. The encroaching and uncontrolled California wildfires could be seen from the silhouette of hills that frame her community. With moments to spare, she and her staff salvaged everything they could. Top priority was the impending launch of MexicoTraveler™️. Two days later, Mayte and her staff returned, thankful that everything had been spared from the ravages of fire.
Mayté Rodríguez Cedillo is not only a survivor in life and the extremely competitive media industry, she is the eternal optimist. She possesses a grounded bearing and sure footing in the present while positively imprinting the future through her leadership, charisma, and personality.
Hers is a story of vision, leadership and commitment to her beloved heritage, as she promotes with pride everything that is Hispanic, celebrating Latin life in ways that emphasize the positive.
