Baja California took the spotlight as guest of honor at this year’s International Tourism Fair, or FITUR, in Madrid, where state officials announced several concrete economic wins, including a new international flight route.
Governor Marina del Pilar Ávila Olmeda said the state’s presence at the event led to key agreements, highlighted by a letter of intent signed with Canadian airline WestJet. The deal sets the stage for a direct Tijuana–Vancouver route, with at least one weekly flight expected to launch before next winter.
“Baja California was invited as a special guest at FITUR because we have hosted two of the world’s most important tourism events, including the Binational Tianguis Turístico and the 2025 Caribbean Series,” the governor said. “Our beaches and valleys are already a special destination for travelers looking to enjoy memorable experiences.”
Officials also announced a new partnership between Viva and Iberia that will allow travelers to book single-ticket trips from Tijuana or Mexicali to Madrid. The itineraries will include connections through Mexico City or Monterrey, with checked luggage transferred directly to the final destination.
Related: New Tijuana–Vancouver Route Set to Launch in 2026
The Baja California delegation also drew praise for its “Traveling Hearts” social tourism program, which has provided free travel within the state to more than 17,000 residents, backed by a 15 million peso investment.
Tourism Secretary Miguel Ángel Badiola said Valle de Guadalupe winery Monte Xanic secured placement with El Corte Inglés, one of Europe’s largest department store groups. At the same time, Baja California cuisine was featured at Madrid Fusión, one of the world’s most influential food events, further cementing the region’s reputation as a top-tier culinary destination.
Badiola added that the delegation held more than 60 meetings with international tour operators and investors, laying the groundwork for new partnerships aimed at expanding tourism promotion and economic activity.
Separately, State Civil Protection Coordinator Salvador Cervantes Hernández announced that Baja California will host the National Forest Fire Meeting from Feb. 9 to Feb. 11 in Playas de Rosarito. The selection reflects national recognition of the state’s coordination efforts and preventive planning in wildfire management.
Keep reading: Baja California Taps Miguel Ángel Badiola to Lead Tourism Department
