Ensenada’s tourism sector has launched a new collaborative planning effort aimed at refining how the destination is marketed and encouraging visitors to extend their stays.
The initiative, known as Ensenada and its Valleys 365, began with a sector-wide workshop that brought together nearly 100 stakeholders from across the tourism value chain, including hoteliers, restaurateurs, wineries, tour operators, and transportation providers.
According to Andrés Martínez Bremer, president of the Mexican Association of Hotels and Motels of Ensenada, the objective is to build a unified strategy backed by clear commitments, measurable goals, and well-defined responsibilities among industry participants.
Martínez Bremer emphasized that sustainable growth for the municipality must begin with listening to those directly involved in tourism operations. He noted that the workshop was designed to identify shared challenges and align efforts across the sector.
Tour operators working in the Ensenada, Tijuana, and San Diego markets also participated, offering insight into current marketing obstacles and changing traveler behavior. A recurring theme was the need to address operational issues that negatively affect bookings and visitor satisfaction, including slow response times, unclear confirmation policies, and weak coordination between service providers.
“These issues directly influence whether a visitor decides to book and how long they choose to stay,” Martínez Bremer said.
One of the workshop’s key goals is to establish shared minimum standards that make it easier for tour operators to sell experiences with greater certainty and clarity. Participants also discussed the development of structured tourism products with clearly defined information on duration, included services, logistics, and confirmation processes.
Increasing overnight stays emerged as a central priority. Industry leaders are now working to design routes and experiences that encourage visitors to spend one or more additional nights in Ensenada and its surrounding valleys.
Martínez Bremer highlighted the initiative’s practical focus, stressing that progress will be measured through concrete commitments and accountability throughout the tourism value chain. Follow-up will be a core component of the process, with the first review of agreements scheduled for January 15 as part of an ongoing collaboration strategy.
