Playas de Rosarito’s hotel sector has opened the year on solid footing, posting gains in occupancy, room sales, and average daily rates through the first seven months of 2026, according to new data from the Association of Hotels and Motels (AMHM) of Playas de Rosarito.
Between January and July, participating Rosarito hotels recorded a cumulative occupancy rate of 42.95%, up from 41.05% over the same stretch in 2025, a 1.9 percentage point improvement.
The number of occupied rooms likewise climbed to 97,117, an increase of 2,978 units or 3.2% year over year. In addition, the average room rate surged 13.2%, rising from $89.79 USD to $101.63 USD.
In July, occupancy for the month settled at 59.39%, a modest 1.09 percentage point dip from the 60.48% registered in July 2025.
This gap, however, was offset by a sharp rise in pricing as the average July rate jumped 24.2%, from $103.33 USD to $128.29 USD.
“The cumulative performance is clearly positive for Rosarito’s hotel industry,” said César Rivera González, president of AMHM Playas de Rosarito. “Not only did occupancy improve, but we sold nearly 3,000 more room nights and achieved meaningful rate growth across the board.”
Rivera González noted that July’s final numbers actually outperformed preliminary month projections, trimming the year-over-year occupancy deficit while preserving significant gains.
“These results confirm that Rosarito continues to be a competitive destination. The challenge for the rest of the summer and the second half of the year will be to convert the strengthening of rates into a greater number of occupied rooms, through destination promotion, events’ calendars, and targeted outreach to regional markets and Southern California,” he added.
AMHM Playas de Rosarito said it will continue coordinating with the State Secretariat of Tourism (SECTURE) and the Playas de Rosarito Tourism and Conventions Committee (COTUCO) to showcase the destination’s hotel, dining, recreation, and event offerings in order to expand tourism activities beyond weekends and holiday periods.
All data cited in this report are drawn from participating Rosarito hotels’ occupancy submissions to the Association and reflect direct year-over-year comparisons between the same periods in 2025 and 2026.
