Rosarito kicked off the unofficial start of summer with packed hotels, heavy traffic and thousands of visitors flowing into the city during Memorial Day weekend.
According to preliminary figures from the Playas de Rosarito Hotel and Motel Association (AMHM), hotel occupancy averaged around 80% throughout the holiday weekend, with hotels completely sold out on Saturday night.
Occupancy numbers broke down as follows:
- Friday: 61%
- Saturday: 100%
- Sunday: 79%
By comparison, hotel occupancy during the same holiday weekend in 2025 averaged 84%.
Tourism officials say much of the influx came from Southern California travelers crossing into Baja California for the long weekend.
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Strong visitor turnout during Memorial Day weekend; spending tops $1.4 million USD
City officials estimate that more than 20,000 people visited Rosarito throughout the holiday weekend, including overnight guests, day-trippers and excursion visitors.
The estimate is based on hotel occupancy levels, vehicle traffic data and tourism activity observed across the city during the three-day holiday.
Officials also projected tourism-related spending of more than 24 million pesos (roughly $1.4 million USD) during the weekend. The figures are based on average visitor spending tracked through Rosarito’s latest tourist profile study conducted by Baja California’s Tourism Observatory.
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The estimates include money spent on hotels, restaurants, entertainment, recreation, transportation, shopping and other tourism-related services.
Rosarito’s restaurant industry also reported a strong holiday weekend. According to Canirac Rosarito, many restaurants experienced high customer traffic and strong overall business activity during the Memorial Day rush.
Heavy traffic reflects strong tourism flow
Tourism activity was also reflected on the roads. Data from Capufe and Fiarum showed a major increase in vehicle traffic throughout the region between May 22 and May 24, particularly along routes leading into Rosarito.
More than 65,000 vehicles passed through the Rosarito toll booth during the holiday weekend, while another 11,322 crossings were recorded at Nodo Popotla.
Officials said the numbers reflect the high volume of recreational and tourism travel that moved through the city during the long weekend.
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Officials optimistic ahead of summer season
Irán Leonardo Verdugo, Rosarito’s secretary of Economic Development and Tourism (Sedetur), said the strong Memorial Day turnout reflects Rosarito’s growing appeal among both Mexican and international travelers.
He credited part of the city’s recent tourism momentum to closer coordination between local authorities, tourism organizations and private businesses, which have worked together to expand Rosarito’s visibility and attract more visitors year-round.
According to Verdugo, the holiday weekend delivered a direct boost to hotels, restaurants, shops and entertainment businesses across the city.
He added that Memorial Day weekend is often seen as an early preview of the summer tourism season, and this year’s numbers suggest Rosarito could see another strong summer ahead.
Verdugo also pointed to several factors helping drive tourism growth, including favorable weather, a packed events calendar, Rosarito’s proximity to Southern California and the city’s growing food and entertainment scene.
Collaboration remains key to Rosarito’s tourism strategy
Verdugo also credited the strong holiday turnout to ongoing coordination between local businesses, tourism organizations and government agencies working to promote Rosarito across regional and international markets.
He pointed to continued collaboration between hotel groups, tourism officials and local authorities as a key factor in strengthening the city’s visibility as a travel destination.
Beyond the beaches and hotels, Rosarito also hosted a packed schedule of cultural, culinary and recreational events throughout Memorial Day weekend, helping drive activity across the city and generate additional business for local restaurants, shops and entertainment venues.
City officials said they plan to continue working alongside the tourism and private sectors to attract more visitors and further establish Rosarito as one of Baja California’s top travel destinations.
