Baja California Emerges as a Tourism Powerhouse After Landmark Tianguis 2025
The 49th edition of the Tianguis Turístico de México marked a turning point in the country’s tourism landscape, firmly establishing Baja California as a hub for a new, globally focused and inclusive tourism model. Held in Rosarito, with cross-border activities in Tijuana and San Diego, the event shattered records and delivered results that redefine Mexico’s position in the global travel industry.
With 8,781 participants from 46 countries, this was the most internationally attended edition in the event’s history. The Tianguis generated an estimated economic impact of $70.5 million USD, achieved 98% hotel occupancy, and facilitated more than 71,000 business appointments. The presence of all 32 Mexican states and a digital reach of over 64 million accounts underscored the unprecedented success of the event.
"This edition was inclusive, transformative, and a reflection of shared prosperity," said Josefina Rodríguez Zamora, Mexico’s Secretary of Tourism, who also highlighted the event’s binational character that brought together tourism and business leaders from both Mexico and the United States.
One of the standout announcements was the launch of a new direct route between Querétaro and Madrid, to be operated by Iberia starting in the second half of 2025. This connection will open the Bajío region to new European markets and strengthen business, academic, and cultural tourism. Additionally, 35 new domestic and international routes were announced, with airlines like Aeroméxico, Volaris, and Viva Aerobús helping expand Mexico’s aerial connectivity.
A strong emphasis was placed on inclusive tourism, with a landmark agreement between the Tourism Secretariat and Queer Destinations to implement the “Queer Destinations Committed” certification for destinations, businesses, and services that promote diversity and inclusion.
Yucatán and Tijuana stood out among the participating regions. Yucatán promoted its cultural initiative “Mayan Renaissance” and held over 1,200 business meetings, while Tijuana earned the Gold Tourism Distinction for its commitment to sustainability and service quality.
Over 60 cultural events took place across Baja California, and for the first time, the Tianguis extended across borders with activities held in San Diego, strengthening regional tourism diplomacy between Mexico and the United States.
Ultimately, Tianguis Turístico 2025 proved that Baja California was more than just a host — it became a symbol of Mexico’s evolving tourism industry: diverse, connected, inclusive, and sustainable.
