Nearly 60 representatives from wineries, restaurants, and tourism-related businesses have come together to push for a shared strategy aimed at revitalizing tourism in Valle de Guadalupe and Ensenada.
The result was a unified agenda forged during a meeting between local authorities, entrepreneurs, and business leaders.
The gathering was led by Miguel Ángel Badiola Montaño and included Baja California’s Secretariat of Tourism (Secture), the civil association Valle de Guadalupe Entrepreneurs (EDVG), and the National Chamber of Restaurants and Seasoned Foods (Canirac Ensenada).
Secture’s Commitment Recognized
Marco Antonio Estudillo Bernal, President of EDVG and General Director of Maglén Winery, praised the tourism department’s openness and dedication.
“This meeting stood out for the strong turnout from the wine tourism sector. It reaffirmed our shared willingness to be inclusive and to work together, public and private sectors side by side, to strengthen Valle de Guadalupe and Ensenada as a destination,” he said.
One of the takeaways from this meeting was to link marketing teams to roll out joint campaigns with unified messaging, aiming for greater impact and broader reach.
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Promoting a Destination
Regarding promotion, the group plans to leverage Mexican consulates in the United States, especially in California, Arizona, and Nevada to boost the destination’s visibility.
They also called on Secture to lead efforts to increase the budget for Baja California’s Tourism Promotion Trust.
The group also agreed to push for expanded access to expedited border crossing programs, similar to those used at the Tijuana–San Ysidro port of entry, to better serve Ensenada’s tourism sector.
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Infrastructure & Road Safety
They also plan to promote tools like the IAVE “tag” on the scenic highway, which speeds up toll payments at Capufe booths.
Regarding infrastructure and road safety, their goals is to intensify coordination with federal, state, and municipal governments to improve access roads, traffic lights, signage, and safety measures. That includes working with the National Guard, the Green Angels, and other agencies on accident prevention.
The group stressed the importance of continuing efforts to improve safety perceptions, as well as pushing for better public transportation and essential services.
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A Packed 2026 Events Calendar
The meeting also unveiled the 2026 events lineup, headlined by “Viñadas 2026”, an EDVG-driven initiative that has grown steadily in both events and attendance over its first two editions.
Now in its third year, Viñadas 2026 will kick off with 18 activities running from May through December.
Guests should expect accessible, themed events celebrating gastronomy, wine, local agriculture, livestock, fishing, music, art, culture, and everything else Valle de Guadalupe and Ensenada have to offer.
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Gastronomy Takes Center Stage
With Canirac Ensenada President Luis Novelo Salas on board, the group also agreed to further elevate gastronomy as a cornerstone of the visitor experience.
Other priorities include launching campaigns to encourage longer stays and higher hotel occupancy, while expanding beyond wine tourism into ecotourism, weddings, and romance travel.
Furthermore, Secture will lead the creation of a single inter-institutional working group. Alongside EDVG and Canirac, new members will include Provino, the Hotel and Motel Association, tour operators, and transport groups.
The goal is to arrange bimonthly meetings with the entire tourism sector of Ensenada and Valle de Guadalupe.
Thinking Beyond Weekends
Estudillo Bernal said that the aim is to reposition Ensenada and all of Baja California as a long-stay destination.
“Not just a weekend getaway. Not just a single-season destination. We want 12 months a year. That’s the great advantage of promoting ourselves as a unified coastal destination from Tijuana and Playas de Rosarito to Ensenada and San Quintín, and even as a peninsula for certain markets,” he said.
“The goal is clear: to join forces and goodwill, inclusively, in favor of tourism in Valle de Guadalupe and Ensenada as an integral destination. We want everyone, every link in the tourism chain and every level of government, to work as a team. Together, we can do so much more for tourism.”
