In a region long defined by industrial might and cross-border commerce, a quiet transformation is reshaping the corridors of power. The faces leading Tijuana’s most influential business organizations are increasingly female, a shift that would have been difficult to imagine just a generation ago.
As the world marks International Women’s Day, six professionals stand out not merely for their titles, but for the path they’ve forged in what remains, in many sectors, a male-dominated arena.
The historic struggle for women’s equality including winning the right to work, to study, and to participate has evolved. Today, in Baja California’s largest city, women are no longer just joining the workforce; they’re directing it.
Here are the six business leaders currently shaping Tijuana’s economic future.
Elisa Ibáñez Aldana, President of the Confederation of Industrial Chambers of Mexico (Concamin) in Tijuana, and member of Coparmex
When Elisa Ibáñez Aldana assumed the presidency of Coparmex Tijuana on March 5, she brought more than three decades of specialized knowledge to the role. A certified public accountant with expertise in Human Capital, Ibáñez has been a partner at Mauricio Monroy Contadores since 2009, focusing on human capital taxation.
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Her journey was paved with years of service within the organization as council member, treasurer, and leader of both the labor and social mobility commissions.
Her influence extends nationally through Coparmex’s committee of labor experts, and regionally through fiscal and social security committees with Index, the maquiladora industry association.
In 2024, the UABC Foundation honored her with the Meritus award in Administrative Sciences.
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Ana Alicia Meneses Martínez, President of the Tijuana Economic Development Council (CDT)
Ana Alicia Meneses Martínez brings over 30 years of experience to her role as president of the Tijuana Economic Development Council (CDT). Having previously served as both executive president and vice president of the organization, her understanding of the region’s economy is second to none.
Beyond the CDT, Meneses has directed Turismo de Reuniones Baja and DMC Baja Operadora, driving business tourism and innovative projects like the OMA VIP Lounges.
Her leadership philosophy connects productive sectors with education and social responsibility evident in her work with Cecyte, Conalep, and the Red Cross.
Rebeca Aguilar Santuario, President of the National Chamber of the Restaurant and Seasoned Food Industry (Canirac) in Tijuana
Rebeca Aguilar Santuario was just 21 years old when she opened the first Blue Luna Café & Deli in Tijuana with her brother Julio in 2000. A quarter-century later, that single location has grown into a 27-branch franchise spanning Tijuana, Tecate, and Mexicali.
For over a decade, Aguilar has been active in Canirac, first chairing the Youth Commission, then joining the Board of Directors. Last February, she was sworn in as president of the restaurant chamber for the 2026-2027 term, bringing her firsthand experience as a business owner to the organization’s leadership.
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Adriana Eguía Alaniz, President of the Economic and Industrial Development of Tijuana (Deitac)
As president of Deitac and president of the Board at CDE Tijuana, Adriana Eguía Alaniz helps guide companies considering establishing operations in Mexico through the complexities of business logistics and advisory services.
Her role as Regional Vice President at Vesta, a leading industrial real estate developer, complements this work.
With over 20 years in entrepreneurship and nearly a decade focused on economic development, Eguía specializes in foreign direct investment, binational collaboration, and industrial real estate strategy.
Her expertise in negotiating agreements and land acquisition has made her an essential bridge between government, industry, and international investors looking toward the CaliBaja region.
María Luisa Ayala Vargas, President of the Association of Corporate Lawyers in Baja California (Anade)
María Luisa Ayala Vargas brings more than thirty years of legal experience to her new role leading Anade. A graduate of Universidad Iberoamericana del Noroeste’s law school with honorable mention, she also holds a Master’s in International Corporate Law from the same institution.
Ayala specializes in individual and collective labor law, representing national and international companies in litigation, collective bargaining, regulatory compliance, and legal strategy. As founding partner of MAEC Abogados S.C., she took the oath as president of the Association of Corporate Lawyers on March 4, adding organizational leadership to an already distinguished legal career.
Mónica Alfaro Reyes, President of the National Chamber of Small Commerce, Services, and Tourism (Canacope) in Tijuana
Mónica Alfaro Reyes’s path to the presidency of Canacope Tijuana reflects a career of continuous evolution. A labor law specialist and founder of V&A Litigio Estratégico S.C., Alfaro began her professional journey in academia, teaching at universities in Tecate.
In 2007, she was training members of the State Preventive Police, as well as municipal and ministerial agents.
After 17 years as a general director, she assumed Canacope’s presidency in 2025, becoming an active voice for local commerce.
The organization represents over 3,200 small businesses, service providers, and tourism companies in Tijuana, offering support in training, legal advice, financing, and economic development.
This year, as Canacope celebrates its 55th anniversary in the city, Alfaro aims to grow its membership by at least 1,000.
