The Baja California Secretariat of Tourism took part in the 71st Assembly of the Association of Secretaries of Tourism of Mexico (Asetur), held in collaboration with UN Tourism.
Miguel Ángel Badiola Montaño, head of the agency, emphasized that the assembly offered an opportunity to deepen ties, exchange best practices, and devise coordinated responses to the sector’s most pressing challenges.
He noted that the event also helped elevate the international visibility of Mexico’s diverse tourism offerings, with a firm commitment to responsible development and community well-being.
Tourism Potential in Baja California
Badiola Montaño underscored that Baja California possesses a rich and varied array of tourism assets and the challenge lies in projecting these strengths while ensuring that social progress and shared well-being remain at the forefront.
“Tourism should not be designed solely for the visitor,” he stated. “It must also be enjoyed and benefited from by local families.”
The assembly was jointly led by Mexico’s Secretary of Tourism, Josefina Rodríguez Zamora, and UN Tourism Secretary-General, Shaikha Nasser Al Nowais.
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Asetur Assembly
Throughout the meeting, participants addressed several core topics, including community-based tourism, digital transformation, financial inclusion, technical assistance, training, sustainability, and regional development.
Regarding professionalization and technical promotion, officials evaluated the expansion of joint programs with UN Tourism, which include workshops, diploma courses, language instruction, and trainer-training initiatives as well as support for local artisans.
As part of this shared vision, UN Tourism will facilitate connections with strategic partners and global distribution platforms, helping to spotlight the cultural and geographical wealth of Mexico’s states while adhering to strict sustainability and environmental conservation standards.
During his address, Badiola Montaño highlighted state programs designed to boost community economies and safeguard local identity as well as parallel certification and training frameworks aimed at strengthening the entire tourism value chain.
He explained that continuous preparation enables service providers to better appreciate their natural and cultural surroundings, equipping them with the tools to deliver high-quality experiences that respect the local environment.
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UN Tourism’s Vision Toward 2030
UN Tourism is advancing the transformation of the global sector through five strategic pillars: digitalization, investment promotion, professional training, resilience via road and travel safety, and the protection of cultural and natural heritage.
To support these goals, the organization provides technical expertise, data, and protocols across more than 100 countries, while fostering entrepreneurship and linking destinations to sustainable funding sources.
The agency also leads tourism education efforts at all levels, beginning with regional needs assessments, extending to operational staff training, and culminating in knowledge-exchange platforms.
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About Asetur
The Association of Secretaries of Tourism of Mexico coordinates state strategies to consolidate the Mexico brand, unifying communication campaigns to boost the country’s global profile and jointly promote its destinations.
In terms of competitiveness and connectivity, Asetur champions quality standards, diversifies the tourism offering, and advocates for infrastructure enhancements.
Through alliances with key markets, like the United States, the association facilitates new routes and investment opportunities.
Additionally, Asetur advances sustainable tourism through strategic projects with the Inter-American Development Bank (IDB) and reinforces visitor safety via digital tools for security and prevention.
