Governor Marina del Pilar Ávila Olmeda has created the Traveling Hearts program to guarantee access to tourism as a right and promote the well-being of citizens. To date, it has already benefited more than 17,000 people across the state.
The governor described the initiative as one of the most noble and meaningful in Baja California, as it focuses on the most vulnerable sectors of the population.
“It fills us with pride and joy because it allows more families from Baja California to get to know their own state and live a unique travel experience,” she said.
Since its launch in 2023, the program has seen consistent growth. A total of 17,947 people have benefited so far, with an investment of over 15 million pesos.
The program prioritizes people, especially groups with special needs such as single mothers, seniors, and individuals with disabilities strengthening their and their families’ well-being.
According to the governor, the model has become a reference in social tourism, gaining recognition not just locally but nationally and internationally as well.
Key achievements include joining the International Social Tourism Organization (ISTO) and taking on the presidency of the Mexican Social Tourism Council.
Baja California has also participated in international forums such as the Americas Meeting in Brazil, and the program received the “Best of Mexico 2025” award at Tianguis Turístico México 2025.
Governor Marina del Pilar encouraged residents to stay tuned for the next call for applications, set to be released in 2026. The goal is to continue expanding the program’s reach so that more people can enjoy tourism as a right strengthening both the social fabric and quality of life throughout the region.
