Baja California has once again proven itself a magnet for visitors from Southern California. Over Labor Day weekend, more than 258,000 vehicles crossed into the state, while several destinations reported hotel occupancy rates approaching 100%.
Secretary of Tourism Miguel Ángel Badiola Montaño said the numbers reflect more than just the state’s impressive attractions, as they speak to the warm and dynamic hospitality that defines Baja Californians.
“Preserving our territory, our traditions, and our identity, while welcoming those who visit us with warmth and hospitality, is part of the commitment we share to keep making tourism an engine for Shared Well-Being,” he said.
Between Friday, September 4, and Sunday, September 6, the five toll booths of the Tijuana Regional Unit recorded a combined 258,724 vehicles. Playas de Tijuana saw the heaviest flow, with 92,830 vehicles, followed by Rosarito at 63,615 and Ensenada at 56,238.
Regarding hotel occupancy, Playas de Rosarito led the region with 97.76% occupancy on September 5, Tijuana followed closely at 95.67%, and Ensenada rounded out the top three with 90%.
Visitors were drawn by a wide array of experiences, from community and wellness tourism to wine tourism, gastronomy, adventure, and encounters with the region’s natural and cultural heritage.
Badiola Montaño noted that Baja California continues to grow in an orderly, organized, and creative way, embracing a new tourism vision in which local communities play an active role in development and its benefits reach more regions and sectors.
Tourism Information Desks Available
Throughout the weekend, the Secretariat of Tourism bolstered its visitor assistance and orientation efforts, registering a cumulative increase of 142.8% in services compared with 2024 and 2025.
These efforts included programs and routes designed for first-time visitors to Baja California, as well as the distribution of maps and guides at delegations and assistance units, information on points of interest and historic sites, and general recommendations.
At assistance points such as the unit on Avenida Revolución and the Ensenada cruise terminal, 935 services were provided to tourists in 2026, up from 654 in 2025 and 385 in 2024. That represents a 42.9% increase between 2025 and 2026 and a cumulative rise of 142.8% over the past two years.
At the Ensenada pier, the strategy ensures that the more than 4,000 cruise passengers who can disembark from each ship have access to information and options for enjoying a range of experiences, strengthening ties between arriving visitors and the tourism offerings of Ensenada and its surroundings.
The assistance unit is a product of coordination between the Secretariat of Tourism and Hutchison Ports, a collaboration that marks a milestone, as it is the first time an information desk has been established at the pier, boosting outreach to international visitors.
