The government of Baja California officially launched the “Baja California is for You” campaign in San Diego, unveiling a series of eye-catching advertisements placed directly on Trolley cars to promote the state’s diverse attractions to residents of Southern California.
“Five cars have been fully branded to represent the seven municipalities: Mexicali, San Quintín, San Felipe, Tijuana, Rosarito, Tecate, and Ensenada. Each one showcasing distinct activities available in those destinations,” said Martha Inés Domínguez Uscanga, Baja California’s Undersecretary of Tourism.
One trolley car is dedicated to presenting the state’s comprehensive tourism portfolio, highlighting the unique draws of all seven destinations. The remaining four vehicles focus on specific regions, featuring vivid imagery of natural landscapes, beaches, wetlands, dunes, cultural venues, artistic expressions, and the renowned Valle de Guadalupe wine region.
Leaders from both sides of the border convened Thursday at a downtown San Diego transit station for the campaign’s ceremonial kickoff. Among those in attendance were representatives from the Mexican Consulate in San Diego and Stephen Whitburn, chair of the Metropolitan Transportation System (MTS) board.
“Baja California receives a significant volume of road tourism, not just from California, but also from Nevada and Arizona, our primary drive-in markets. On weekends, these visitors account for 35% to 40% of all leisure, medical, and other tourism-related travel,” Domínguez Uscanga said.
The campaign’s trolley cars display photographs illustrating tourism activities across Baja California’s municipalities and will circulate throughout San Diego County, including Chula Vista and other cities, for approximately 10 weeks.
“It is vitally important to us that people see the benefits and riches that Baja California has to offer,” emphasized the Undersecretary.
As part of the promotional effort, Tijuana-born artist Julieta Venegas has contributed a new acoustic version of her hit “Eres para mí,” available for streaming via the campaign’s official website: https://www.bajacalifornia.travel/es/campanas/es-para-ti.
Meanwhile, Miguel Ángel Badiola Montaño, Baja California’s Secretary of Tourism, explained that the initiative is part of a broader promotional agenda designed to spark American travelers’ interest in the state’s wide array of experiences from its gastronomy and wine culture to natural landscapes, adventure activities, and cultural heritage.
The campaign’s timing aligns with San Diego County’s peak summer season, when thousands of daily commuters and visitors rely on the MTS Trolley for access to major international events such as Comic-Con San Diego, as well as festivals, concerts, and other activities that drive substantial regional mobility.
Montaño highlighted that the project exemplifies binational collaboration between Mexico and the United States, reinforcing the Cali-Baja region through tourism, culture, and economic exchange that benefit communities on both sides of the border.
A Permanent Promotional Strategy
The presence of Baja California on the MTS Trolley is part of a sustained tourism promotion effort by the Secretariat of Tourism in key national and international markets. The initiative supports Governor Marina del Pilar Ávila Olmeda’s priority of making the region’s natural and cultural treasures more widely known.
In recent weeks, the state has hosted destination presentations in California, Arizona, and Nevada, facilitating connections between Baja California’s tourism value chain and strategic industry stakeholders. Simultaneously, the state is bolstering its presence in emerging markets such as China, Costa Rica, and Spain.
