Baja California is positioning tourism as both an economic engine and an opportunity for its own residents. During an interview with San Diego Red ahead of her fifth government report, Governor Marina del Pilar Avila said the state welcomed nearly 28 million visitors in 2026, representing a 2.27% increase over the previous period.
Tourism-related spending reached 118.5 billion pesos, while the state reported a private investment portfolio worth 47.75 billion pesos. Avila pointed to the expansion of hotels, hospitals and visitor experiences as evidence of the sector’s growing reach.
But her assessment went beyond visitor numbers and investment. The governor also emphasized that tourism should benefit people who live in Baja California, not just travelers with the money to afford vacations.
Valle de Guadalupe remains a major draw for visitors
Among the destinations Avila highlighted, Valle de Guadalupe stands out as one of Baja California’s strongest tourism assets. Located near Ensenada, the wine region attracts visitors interested in vineyards, boutique hotels, restaurants and wine experiences.
The governor described the valley as the state’s flagship destination and noted that Baja California produces approximately 70% of Mexico’s wine. She also pointed to the international recognition received by local wineries and the range of accommodations available, from five-star hotels to luxury properties.
The region’s appeal is part of a broader strategy to attract travelers through experiences connected to local culture, food and nature.
Michelin recognition puts Baja California on the culinary map
Food tourism was another major component of the governor’s assessment. Avila reported that Baja California received 38 distinctions in the 2026 Michelin Guide, including five Michelin stars, five Green Stars, eight Bib Gourmand awards and 20 recommended restaurants.
She also highlighted the state’s craft beer and wine industries, describing local gastronomy as an increasingly important part of its international identity.
Beyond restaurants and wineries, Baja California offers different experiences along its two coastlines. The Gulf of California provides opportunities for ecotourism and desert landscapes by the sea, while the Pacific coast attracts visitors interested in water sports and other outdoor activities.
Medical tourism and cruise travel add to the state’s growth
Baja California is also expanding its position in medical and wellness tourism. Avila pointed to new hospital facilities in Tijuana and Ensenada, along with recognition for medical providers that have undergone certification processes.
The sector is an important part of the state’s cross-border tourism economy, attracting visitors seeking specialized medical services. The governor presented its development alongside investments in hospitality and other visitor-oriented services.
Cruise tourism is also showing growth. According to Avila, passenger arrivals increased by nearly 19%. Her administration is working to improve air and ground transportation connections to support access to the state’s different destinations.
A tourism program designed for Baja California residents
While much of the governor’s report focused on attracting visitors and private investment, she also highlighted Corazones Viajeros, a state program that organizes free trips for residents who might otherwise have limited access to tourism.
The initiative has received more than 21 million pesos in funding and has benefited over 22,000 people, according to Avila. Its purpose is to give families the opportunity to explore destinations throughout Baja California without having to cover the cost of organized excursions.
“Tourism cannot be just for those who can afford it,” the governor said, emphasizing that local residents should also have access to the state’s natural, cultural and recreational attractions.
The program reflects a different side of Baja California’s tourism strategy: alongside attracting international travelers and encouraging private investment, the state is seeking to make its own destinations more accessible to the people who call it home.
