Mayor Rocío Adame led an emotional ceremony in the main square of City Hall to mark the 30th anniversary of Playas de Rosarito’s municipalization. She was joined by her cabinet, representatives from every key era of the city’s history, and a large, enthusiastic community gathered to honor Rosarito’s founding and ongoing growth.
The event brought together prominent figures who embodied milestones in the city’s development, from its Indigenous roots to its present-day urban and industrial identity.
In her address, Mayor Adame highlighted the importance of understanding and honoring local history, not just as an act of remembrance, but as a way to strengthen the community’s sense of belonging.
“Rosarito is not just a place. Rosarito is a cause shared by those who believe that what we build together will always be stronger than what we do alone. Let’s keep making history, building and transforming with memory, with justice, and with a deep love for this land,” she told the crowd.
The ceremony paid tribute to the historical foundations of Rosarito through the presence of symbolic representatives for each era: Laura Zazueta Amador (Indigenous Era), Frayle José Alcaraz (Missionary Era), José Ángel Vega (Agricultural Era), Aurelio Hernández Sánchez (Ranching Era), Professor Octavio Machado Sánchez (Tourism Era), María de Jesús Torres Estrella (Ejido Era), and Rosy Lozano “La Güerita” (Commercial and Industrial Era). Each figure represented the roots and transformations that have shaped Rosarito’s identity over time.
Mayor Adame Honors Rosarito’s Origins and History
The mayor reminded attendees that Rosarito’s story did not begin in 1995, but long before, with the Kumiai people, the region’s first inhabitants, who called this land Uacatay, meaning “the big houses.” Over the centuries, missionaries arrived, followed by agricultural and ranching settlements, and later the tourism boom that established Rosarito as an international destination. The fight for municipal status culminated on June 29, 1995, when the State Congress officially recognized Rosarito as Baja California’s fifth municipality.
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Mayor Adame emphasized that today Rosarito is a vibrant, diverse, and resilient community of more than 140,000 residents building its present through art, industry, commerce, labor. She stressed that this anniversary is not about nostalgia, but a call for collective commitment to continue writing the city’s story with social justice, inclusion, and a forward-looking vision.
As part of the celebration, a commemorative cake was shared and Las Mañanitas were sung in honor of Playas de Rosarito. The event also featured the opening of Voices from the Past, a photo exhibition organized by the Municipal Institute of Art and Culture (IMAC). The exhibit showcases historical images of the social movement that led to Rosarito’s municipalization, offering new generations a glimpse into the past and a chance to appreciate how far the city has come.
