The Tourism and Investment Commission has commended Baja California’s advancements in crafting regional tourism experiences and implementing regional public policies, during the Secretariat of Tourism’s performance report delivered before the 25th Legislature of the State Congress by Secretary Miguel Ángel Badiola Montaño.
Badiola Montaño outlined a strategy centered on strengthening ties with the state’s natural market in Southern California while raising Baja California’s international profile. He also emphasized workforce training, the promotion of Indigenous Yuman cultures, investment attraction, and the expansion of both medical and social tourism.
Achieving these goals, he noted, has relied heavily on close collaboration across the tourism value chain aligning hotels, tour operators, and destination organizations across all seven municipalities to bolster promotional efforts.
“Over the past year, our state has solidified its position as a powerhouse of Mexican tourism, standing out for how we showcase and utilize our natural, cultural, and infrastructure assets,” Badiola Montaño said.
Between October 2025 and October 2026, Baja California welcomed 27,826,000 visitors, a roughly 2.3% increase over the 2024–2025 period, generating 118.548 billion pesos in tourism spending (up 2.15 percentage points).
Commission Chairwoman Congresswoman Teresita del Niño Jesús Ruiz Mendoza praised Badiola Montaño’s impact since taking the helm of the agency in January 2026, applauding the commitment, social awareness, and innovation demonstrated across the Secretariat’s departments.
Connectivity and Mobility, Highlights of Baja California
Land connectivity saw significant gains, with the Tijuana–Ensenada scenic highway logging 21.47 million crossings and total toll booth traffic reaching 37.157 million vehicles, an increase of 5e percentage points compared to the period beginning in 2024.
The cruise industry also cemented its footprint, ranking Baja California second nationwide in port arrivals. Port activity grew 14% during the reporting period with 384 ship arrivals, bringing in 1,457,790 transit passengers, a 19-point jump over the previous record.
Notably, the state crossed the one-million passenger threshold in early September, four weeks ahead of the prior year’s pace, with an estimated 4,000 travelers touring local municipalities per vessel.
Along the border, intense destination marketing helped drive 71.449 million crossings during the administrative year, including 3.875 million travelers using the Cross Border Xpress (CBX).
In flight connectivity, officials announced a new flight route to Canada set to launch in 2027, alongside progress toward reactivating international routes linking Tijuana with Shenzhen and Beijing. Domestically, partnerships with Volaris have expanded air service to destinations such as Mérida and Puerto Peñasco.
Local transit also received a boost in May 2026 with the opening of a new bus terminal in Valle de Guadalupe, streamlining travel for visitors while improving daily scheduled transit for local residents.
Training and Inclusion Take Center Stage
The Secretariat of Tourism conducted 133 specialized courses benefiting 3,763 hospitality and tourism workers, accredited 69 tour guides, and engaged 934 children and teens in Tourism Culture workshops.
Inclusion remained a core pillar of the state’s strategy. More than 20 public officials completed training in partnership with SHAYA Mujeres Viajeras, while an alliance with Queer Destinations certified 17 local service providers. Additionally, 100% of the Secretariat staff underwent training in diversity and respectful service for the LGBTIQ+ community.
In recent months, the agency also oversaw at least 141 quality standards and certifications to ensure reliable, high-caliber visitor experiences, and recognized eight traditional cooks under the national EC1084 competency standard. Badiola Montaño noted his pride in championing the culinary artisans who safeguard Baja California’s gastronomic heritage across exhibitions and forums.
To combat human trafficking and protect minors, the Secretariat continued its “Sí es Penal” (“Yes, It Is a Crime”) campaign alongside UNICEF. Officials also expanded adoption of the National Code of Conduct, awarding four new distinctions, and partnered with DIF Baja California to promote good practices and prevention tools.
On the security front, the Secretariat convened three regional working groups in Playas de Rosarito, Valle de Guadalupe, and Ensenada. Bringing together federal, state, and municipal authorities alongside industry leaders, these sessions strengthened the coordination in the value chain, communities, and destinations.
These forums made it possible to identify needs and establish dialogue regarding tourist safety, the environment, and regulations as well as define clear courses of action in accordance with the jurisdiction of each agency.
Investment and Aid Fuel Regional Development
Badiola Montaño stressed that investment, connectivity, and competitiveness are vital to building investor confidence and fostering Shared Well-Being for Baja Californians.
Investment promotion has placed Baja California among the top 10 Mexican states for capital attraction, with a portfolio exceeding 24 projects valued at 47.751 billion pesos. Ongoing engagement with real estate and hospitality leaders, through events like the Playas de Rosarito Real Estate Forum and the Binational Hotel Forum, continues to reinforce this momentum.
Meanwhile, the Productive and Sustainable Inclusion Program invested 2.687 million pesos across 29 community-led tourism initiatives, funding infrastructure upgrades, equipment, and the restoration of sites tied to local nature, cuisine, and cultural identity.
High-Impact Regional Projects and Programs
The Corazones Viajeros (Traveling Hearts), a flagship social program designed to give priority care groups access to Baja California’s natural and cultural treasures, was also highlighted.
In 2026, the state allocated 5.979 million pesos to the initiative, serving 4,928 residents including 799 from priority care zones and 182 living with disabilities.
Recognized nationwide for its sociocultural reach and private-sector partnerships, Baja California’s social tourism model helped Badiola Montaño in his recent election as president of the Mexican Council of Social Tourism, a role he holds alongside the vice presidency of the Union of Secretaries of Tourism of Mexico (ASETUR).
To improve accessibility, the state invested 1.5 million pesos in inclusive beach infrastructure, installing Access Trax mobility mats and acquiring six amphibious chairs to allow visitors with disabilities to safely enjoy the ocean and aquatic therapies.
Lastly, Secretary Badiola Montaña reaffirmed his commitment to honoring Baja California’s Indigenous roots and addressing historical debts to Yuman communities.
Officials revived the Yuman Tourism Network, a community-based tourism catalog, the Kumiai Gastronomic Encounter, and traditional cook forums to foster actions to promote and preserve these communities’ heritage.
In coordination with the federal government, the Secretariat of Tourism also featured the traditional Yuman game of Piak this month in President Claudia Sheinbaum Pardo’s Suave Patria broadcast segments, with the campaign set to continue into 2027.
“We will keep advancing public policies that create opportunities for families, strengthen our destinations, and drive development across all seven municipalities,” Badiola Montaño concluded. “Today, we know that Baja California’s greatest tourism asset is its people, the richness of its communities, and the diversity of experiences that set us apart.”
