Mayor Rocío Adame Muñoz of Playas de Rosarito announced that the city had a successful Memorial Day weekend, one of the most significant for international tourism in the region. Fortunately, the security operations implemented by the mayor ensured a peaceful outcome, as well as an environment of order and hospitality that reaffirms the municipality’s commitment to tourism.
Since she took office, the mayor has prioritized a tourism policy based on safety, well-being, and strategic destination promotion. Following her directives, a special comprehensive tourism operation was deployed, coordinated by the Department of Economic Development and Tourism (SEDETUR), led by Irán Leonardo Verdugo, in collaboration with several local agencies and the private industry.
“We worked proactively and as a team to ensure every visitor had the best experience in Rosarito. Safety, service, and the destination’s positive image are our priorities,” Mayor Adame said.
Héctor Manzo Rubalcaba, head of the local Department of Citizen Security, explained that operational presence was reinforced in key tourist areas, ensuring safe environments and constant institutional visibility, which allowed for a peaceful weekend with no major incidents.
Meanwhile, the head of SEDETUR highlighted the close collaboration with business organizations and chambers such as the Rosarito Hotel and Motel Association, led by César Rivera, and CANIRAC Rosarito, headed by Octavio Machado. Thanks to this partnership, monitoring, assistance, and tourism promotion efforts were strengthened in line with the guidelines set by the mayor.
According to data from the Mexican Hotel and Motel Association, verified by SEDETUR, hotel occupancy rates were:
- Friday: 72% (vs. 70% in 2024)
- Saturday: 98% (vs. 100% in 2024)
Additionally, there was a growing trend of last-minute bookings, reflecting an evolution in traveler behavior and an opportunity to further innovate in tourism offerings.
In the gastronomic industry, CANIRAC Rosarito reported a steady to high influx of diners, showcasing the municipality’s vibrant tourism activity. Octavio Machado emphasized that promotional strategies developed with SEDETUR in Tijuana and Southern California are yielding results, establishing Rosarito as a top-tier culinary destination.
Mayor Rocío Adame of Playas de Rosarito reaffirmed her commitment to advancing the city’s tourism development with a strategic vision, collaborative work, and a human-centered approach that prioritizes visitors while also valuing local diners and consumers as pillars of sustainable growth.
“Rosarito stands strong and is moving forward. We are a destination that welcomes visitors with open arms, cares for those who come, and continues to build well-being for those of us who live here,” the mayor concluded.
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