Tourism in Baja California is being framed as an opportunity for residents to discover their own state, not just a way to attract visitors from elsewhere. That approach is central to the state’s participation in a new national effort to make travel more accessible across Mexico.
Miguel Ángel Badiola Montaño, Baja California’s secretary of tourism and president of the Mexican Council for Social Tourism (CMTS), outlined the state’s priorities during Mexico’s first Social Tourism Forum and the council’s fourth regular session.
Badiola said Baja California wants residents to experience the natural attractions, culture and traditions found throughout its seven municipalities, emphasizing that the region’s identity is rooted in both its territory and its people.
Five Priorities for Making Tourism More Inclusive
The national commitments endorsed by tourism representatives address several challenges: expanding access to travel, sharing knowledge and effective practices, building partnerships across sectors, improving community well-being and evaluating results to guide future decisions.
Together, the priorities call for greater coordination among public agencies, private businesses, academic institutions and social organizations. They also emphasize assessing whether tourism initiatives are achieving their intended goals, rather than simply launching programs.
Corazones Viajeros Brings the Strategy to Local Communities
Baja California’s Corazones Viajeros program offers a practical example of the state’s approach. Through subsidized trips, the initiative helps priority groups visit destinations and experience the region’s natural and cultural heritage.
Badiola reported that 5,000 people participated in the program in 2026. He also highlighted its potential to help preserve local history and traditions by giving residents opportunities to connect more closely with the identity of their communities.
The forum brought together tourism leaders from around the country, including Guanajuato Governor Libia Dennise García Muñoz Ledo and the state’s secretary of tourism and identity, Lupita Robles León.
