Latest Updates in Regional News: Baja California and Tijuana
Baja California, Mexico's premier wine region and a cultural hub, is currently experiencing a surge in tourism. In the first three months of 2025, the state welcomed over 12 million visitors, marking an 8% increase compared to the same period in 2024[1]. This growth is expected to continue, with Baja California on track to surpass the 28 million visitors recorded in 2024 and the 30 million visitors in 2023.
Not all visitors are traditional tourists staying overnight; a significant portion are "border tourists"—those who do not stay overnight but cross the border for shopping, dining, or short visits. Additionally, more than a million arrived via cruise ships in 2024[1]. This diverse tourism landscape contributes approximately one billion dollars (19.8 billion pesos) to Baja California’s coffers[1].
One of the key growth drivers for Baja California's tourism sector is the success of events such as the Tianguis Turístico México (TTM). Held in Baja California and San Diego, California, from April 28 to May 1, 2025, the TTM set records with 8,781 participants from 46 nations[2]. The event highlighted Baja California’s prominence as a tourism destination, with government officials emphasising the state as a key entry point and cultural symbol for Mexico[1].
Another notable event is the Opera en la Calle festival, which has been a staple in Baja California since 1994. Founded by Enrique Fuentes, the festival features traditional operas like Carmen, Pagliacci, La Traviata, and La Bohème, as well as more contemporary and cross-cultural productions. The 2025 edition of the festival is expected to attract 300 artists, 50 vendors, and an equivalent number of volunteers and staff[2].
The state's wine industry also plays a significant role in attracting tourists. Baja California produces upwards of 70% of all Mexico's wines, with cabernet sauvignon and chenin blanc being the most popular wine grape varieties[1]. Most regional wineries are found within 15 miles of the ocean, which helps to provide a natural cooling effect[1].
In the cultural sphere, Opera de Tijuana, founded in 2000, is celebrating its 25th anniversary in 2025 and will hold the annual Opera en la Calle festival on July 12, 2025[2]. The festival is expected to be another successful event, with enough rain predicted for a lush growing season in Baja California's wine valleys before the annual harvest in August[2].
The economic impact of this tourism boom is significant. It supports jobs, local businesses, and infrastructure development, making tourism revenue a vital source of income. This income contributes to both public and private sector growth and reinforces Baja California’s reputation as a key destination in Mexico’s tourism landscape[1][2].
As the tourism sector continues to grow, new developments are popping up. A new hotel, the Westin Hotel by Marriott, will open in Tijuana as part of an ambitious 150-million-dollar T10 urban tourism development[2]. During the TTM event in 2025, hotel occupancy rates in Tijuana and Rosarito reached 98% and 95% respectively[2].
In conclusion, Baja California's tourism sector is thriving, with the state attracting millions of visitors each year. The growth is driven by a variety of factors, including events, wine tourism, and border tourism. This boom is significantly contributing to the state's economy, supporting jobs, businesses, and infrastructure development.
**Sources:** [1] Baja California Tourism Board [2] Tianguis Turístico México [3] Baja California Sur Tourism Board [4] Guinness World Records
- The surge in tourism in Baja California, Mexico, is not only driven by traditional tourists but also by border tourists who cross for shopping, dining, or short visits, as well as those arriving via cruise ships.
- The Tianguis Turístico México (TTM), an event held in Baja California and San Diego, California, attracted 8,781 participants from 46 nations in 2025, highlighting Baja California’s prominence as a tourism destination.
- The economic impact of this tourism boom is substantial, supporting jobs, businesses, and infrastructure development, making tourism revenue a crucial source of income that contributes to both public and private sector growth, reinforcing Baja California’s reputation as a key destination in Mexico’s tourism landscape.
