The Secretariat of Tourism officially opened the “Baja California Is for You” (Baja California es para ti) pavilion during the third edition of the 2026 San Diego–Tijuana Binational Race.
Designed to showcase the vibrant attractions of the cross-border Cali-Baja region, the venue aims to deepen the historical and cultural bonds between the neighboring communities.
Secretary of Tourism Miguel Ángel Badiola Montaño emphasized that participating in binational events offers an ideal platform to project the state’s rich culture, unique identity, and travel opportunities to new audiences.
Keep Reading: Baja California Expands Tourist Support with 12 Visitor Information Centers
Connecting with Neighboring Communities
Badiola Montaño explained that the initiative introduces thousands of visitors to the true spirit and lifestyle of Baja California.
“In addition to sharing our cuisine, culture, and unique experiences, we are strengthening the ties that connect us with our neighboring communities,” he said.
The cross-border sporting event gathered over 4,500 runners and their families at the iconic Playas de Tijuana Lighthouse. Attendees enjoyed a festive atmosphere featuring local food vendors, live music, and family-friendly recreational activities.
Related: 5 Places to Eat Birria in Tijuana, From Traditional Goat to Beef Quesabirrias
Interactive Information Pavilion
As part of the festivities, tourism officials set up an interactive information hub featuring travel guides, customized itineraries, recommended routes, and promotional materials covering the state’s seven key destinations.
Municipal tourism boards and regional producers hosted tastings featuring local craft beer, fine wines, bread, dates, and other signature local products.
Badiola Montaño noted that the interactive space allowed officials to connect directly with first-time border crossers as well as travelers visiting from across the United States and abroad.
The 2026 edition drew participants representing 11 countries, 40 U.S. cities, and multiple municipalities across Mexico.
This May Interest You: 1st Indigenous Community Tourism Catalogue Debuts at Expo Nativa 2026
“Explore Baja” and “Be a Tourist in Your Baja California”
The Secretariat of Tourism also highlighted two strategic tourism digital platforms at the pavilion: Explore Baja and Sé turista en tu Baja California (Be a Tourist in Your Baja California). Both programs offer exclusive perks and discounts across all seven state destinations.
While “Sé turista en tu Baja California” encourages local residents to explore and support regional businesses, “Explore Baja” targets Southern California residents, inviting them to discover local attractions and experiences.
Registration for both programs is free, providing users with immediate access to a digital discount card.
Travelers and residents can browse participating businesses and learn more about these initiatives by visiting seturistabc.com and bajacalifornia.travel.
