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-Editorial
The Playas de Rosarito Hotel and Motel Association (AHMPR) has hailed the 2025 edition of Baja Beach Fest as a major success for the city’s economy and global image, reporting near-record attendance and hotel occupancy. The annual music festival, held on the city’s beaches, reached a 99% hotel occupancy rate, matching the results from its 2024 edition and reaffirming the event’s role as one of the most significant drivers of tourism in the region.
According to AHMPR President César Rivera González, this year’s festival drew an estimated crowd of more than 25,000 attendees from across Mexico, the United States, and other countries. The influx of visitors not only filled almost every available hotel room but also boosted bookings through platforms such as Airbnb and private vacation rentals. Local homeowners and entrepreneurs who offer accommodations or services during the festival period also reported substantial gains.
Economic impact figures highlight the festival’s importance: an estimated 72 million pesos in lodging revenue alone was generated during the event. This income had a direct effect on hundreds of local families and small businesses, many of which rely on the busy summer tourist season for a significant portion of their annual earnings. Restaurants, bars, shops, transportation services, and street vendors also benefited from the surge in visitors.
Rivera González noted that beyond the economic benefits, Baja Beach Fest continues to position Playas de Rosarito as a vibrant destination on both national and international stages.
“The festival shows that Rosarito is capable of hosting large-scale events that offer unique beachfront experiences, blending music, culture, and tourism in a way that strengthens our city’s brand,” he said.
The event’s success, Rivera González added, reflects the collaboration between festival organizers, the tourism sector, residents, and municipal authorities. He stressed that maintaining such high levels of performance despite current economic and migratory challenges is a source of pride for the community and proof of the festival’s relevance. “We thank the organizing committee for their dedication and the collective effort that made this edition possible,” he said.
Looking to the future, the AHMPR and the festival’s organizing committee plan to join forces in securing additional funding for promotion and advertising ahead of the 2026 edition. Rivera González expressed optimism about surpassing this year’s results and called on all sectors to get involved early in the planning process. “We want the next edition to not only match but exceed these achievements. Our goal is to keep showing the world the greatness of Playas de Rosarito,” he said.
He also emphasized the importance of diversifying the city’s tourism offerings by continuing to support artistic, cultural, nature-based, and adventure-focused events throughout the year. “By strategically integrating our tourism products, we can strengthen our value chain and maintain Rosarito’s standing as a unique and competitive destination,” Rivera González concluded.
The Baja Beach Fest, which has grown steadily since its launch, has become a cornerstone of Rosarito’s summer season and a key example of how large-scale entertainment can fuel economic growth while enhancing the city’s reputation worldwide.