Baja California is looking to broaden its tourism appeal by doubling down on niche markets such as romance, medical, religious and real estate travel, state Tourism Secretary Miguel Ángel Badiola Montaño said.
The idea is to build on Tijuana’s reputation as one of the busiest border cities in the world and present it as a modern, competitive destination with more than just traditional leisure options.
According to Badiola, the plan focuses on attracting a wider range of visitors while strengthening sectors that are already gaining momentum in the region. Tijuana’s location along the U.S.-Mexico border, its well-established medical services and its international connections are seen as key advantages.
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State officials say they want Baja California to stand out across several tourism segments, positioning Tijuana as a lively, evolving city that offers something for different kinds of travelers.
The initiative is part of Gov. Marina del Pilar Avila Olmeda’s broader efforts to grow the state’s economy. It includes working more closely with hotels, tourism groups and business leaders on joint projects and coordinated promotion.
Badiola presented the 2026–2027 work plan to Tijuana’s Tourism and Convention Committee, outlining priority areas aimed at diversifying the local tourism industry and creating new visitor experiences.
Among the proposals is connecting students with Mexico’s Tianguis Turístico trade show to help them gain hands-on experience and encourage innovation in the sector. Officials also plan to roll out additional programs designed to make the destination more competitive.
With more tailored strategies for each niche, the state hopes to boost Tijuana’s profile both nationally and internationally and keep expanding its appeal to travelers.
