In a concerted effort to elevate Playas de Rosarito as a premier tourist destination, the Secretary of Tourism of Baja California, Miguel Ángel Badiola Montaño met with Mayor Rocío Adame Muñoz of Playas de Rosarito. The gathering was held under the directive of Governor Marina del Pilar Ávila Olmeda to strengthen intergovernmental cooperation in the tourism sector.
A key outcome of the talks was the proposal to establish a Tourist Safety Roundtable in Rosarito. This interagency mechanism aims to enhance visitor assistance and ensure safe, orderly environments for tourism development.
In addition, both parties agreed to expedite a collaboration agreement between the state government and City Hall, which will consolidate work on promotion, training, and development of tourism products.
Meanwhile, Mayor Rocío Adame proposed that Playas de Rosarito host the official state flag-off ceremony for the Easter Holy Week holiday operation to position the municipality as a top-tier destination for the peak travel season.
Beyond immediate safety and promotion, the plan includes a strong focus on industry competitiveness aiming to elevate service standards. Furthermore, the strategy seeks to bolster the MICE segment by actively attracting congresses and conventions, establishing Rosarito as a strategic hub for business tourism.
To amplify their reach, the municipalities of Tijuana, Rosarito, and Ensenada will be promoted jointly under a coordinated regional strategy. As part of this collaboration, officials proposed that the next major “mega-region” tourism event be held in Rosarito, reinforcing its strategic importance along the Baja California coastal corridor.
This regional push will be supported by a comprehensive, unified promotional campaign designed to create a consistent destination image and strengthen its appeal in priority markets.
Moreover, Undersecretary of Tourism Martha Inés Domínguez Uscanga presented a specific work plan for Rosarito. The plan aims to brand the municipality as the seaside romance destination of northern Mexico, by leveraging its coastal appeal to attract weddings, celebrations, and specialized romantic experiences.
Through these coordinated actions, the state government and the Playas de Rosarito City Hall have laid out a clear roadmap designed to boost Rosarito’s competitiveness, increase tourist arrivals, and drive significant economic development for the local community.
