Baja California has long stood as one of Mexico’s most important tourist destinations — perhaps best captured by the phrase that has come to define Tijuana: “The most visited border in the world.”
However, in recent years, rising crime rates caused both domestic and international visitors to hesitate before traveling to the region. U.S. travel advisories repeatedly mentioned Tijuana and Rosarito, warning citizens about the risk of kidnappings, homicides, robberies, and extortion.
Raising Baja California’s Tourism Standards
To counter this negative image abroad, the state government, led by Governor Marina del Pilar Ávila Olmeda, has launched several initiatives aimed at improving the quality and safety of tourism across the region.
According to the National Public Security System (SESNSP), crime rates in Baja California have shown a downward trend in most categories between January and August 2025, compared to the same period in 2024.
The Case of La Rumorosa
A clear example of these efforts can be seen in La Rumorosa, a mountainous area in the municipality of Tecate, where the Integrated Security and Development Plan was implemented from July to September.
Known for its rocky landscapes and winding roads, La Rumorosa had faced crime-related challenges in the past. To strengthen its infrastructure and restore its appeal as a tourist destination, the State’s Ministry of Citizen Security conducted several coordinated operations.
As part of the plan, the State’s Ministry of Tourism organized a calendar of activities between July 2 and September 26, including camps, cultural festivals, workshops, and tours. Events such as “Ruta del Viento,” which featured more than 40 off-road vehicles, a film screening, and “Art Under the Stars in La Rumorosa,” with music and dance performances, were among the highlights.
A “Star Party” also brought together astrophotographers from Baja California for a natural observatory experience featuring more than a dozen telescopes and hands-on guidance on how to capture the beauty of La Rumorosa’s night sky.
Boosting Tourism Across Baja California
Since the beginning of Governor Ávila Olmeda’s administration, the state government has worked to strengthen Baja California’s position as a leading tourist destination.
According to official figures, nearly 8.3 million USD in foreign capital have been invested in tourism, and more than 20 million USD have been allocated to hospitality, health, and wellness projects.
To enhance visitor safety, the government reactivated the Tourism Observatory after nearly a decade of inactivity. In 2024, the state’s mobile tourist information units were rehabilitated, and between 2022 and 2024, the entire Ángeles Verdes vehicle fleet was renewed through a 9.1-million-peso investment in collaboration with the federal government.
Additionally, the official directory of accredited tourist guides, listed in the National Tourism Registry, remains available on the State’s Ministry of Tourism website. This registry ensures that both domestic and international visitors have access to reliable, well-trained professionals who meet federal standards for service, expertise, and safety.
Baja California Hosts Major Events
The state has also hosted major national and international events, including the 2025 Tianguis Turístico de México, which for the first time was held as a binational event. Another milestone was the Caribbean Series in Mexicali, Latin America’s largest international baseball tournament, which welcomed Japan as a guest country for the first time in the event’s history.
Tourism Promotion Campaigns
Baja California has continued to promote its destinations and tourism offerings through a variety of campaigns tailored to new market trends.
Among these was a major international promotion effort that showcased the state’s attractions in cities such as Phoenix, New York, Washington, and San Diego. In Madrid, Spain, the state’s campaign “Mexico’s Most Revolutionary Cuisine – Enjoy!” earned recognition at Publifestival 2023.
Through these coordinated efforts between government and society, Baja California has strengthened its reputation as a trustworthy and increasingly safe destination, reaffirming its place as one of Mexico’s most dynamic tourism powerhouses.
