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Tourism development and binational cooperation were key themes during the San Diego Regional Chamber of Commerce’s annual visit to Mexico City, an event aimed at reinforcing collaboration between Mexico and the United States within the CaliBaja region.
As part of the agenda, Baja California Secretary of Tourism Zaida Luz López participated in the panel “One Destination, Two Nations: Promoting Tourism Opportunities,” which brought together government and business leaders to discuss strategies for advancing regional tourism and economic integration. The discussion centered on initiatives to strengthen international tourism promotion along the U.S.-Mexico border, develop medical and wellness tourism, and improve land, air, and maritime connectivity. These efforts align with the “Vacations in Two Nations” campaign, which seeks to position the CaliBaja region as a unified and complementary tourism destination.
López emphasized the importance of building a shared vision for the region’s tourism growth through continuous dialogue and interinstitutional cooperation. She highlighted programs such as “Explore Baja,” a campaign designed to attract Southern California residents by offering exclusive discounts, travel benefits, and promotions to encourage visits to Baja California’s diverse destinations. The initiative reflects Baja California’s ongoing efforts to foster sustainable tourism and expand its reach in international markets.
The Baja California tourism secretary also underscored the significance of the Cross Border Xpress (CBX) as a strategic gateway between the two nations. The CBX, the world’s first binational pedestrian bridge, connects Tijuana International Airport directly to San Diego and recorded 3.9 million crossings in 2024. López noted that the CBX not only facilitates travel convenience but also plays a vital role in the region’s economic and tourism growth by strengthening ties between border communities.
Participants at the panel analyzed opportunities to enhance the visitor experience across both sides of the border, focusing on collaboration to create competitive, innovative, and sustainable tourism strategies. The conversation also addressed the role of cross-border infrastructure, digital tourism platforms, and workforce development in maintaining the CaliBaja region’s leadership as a global tourism corridor.
In addition to López, the event featured the participation of Bernardo Cueto Riestra, Secretary of Tourism of Quintana Roo, and Miguel Aguíñiga Rodríguez, head of the Tourism Innovation, Sustainability, and Professionalization Unit, representing Mexico’s Tourism Secretary Josefina Rodríguez Zamora. Officials, legislators, and representatives from both sides of the border also took part in the discussions, reaffirming their commitment to promoting regional prosperity through cooperation and shared development goals.
The San Diego Chamber’s annual visit to Mexico City serves as a platform for strengthening binational partnerships, highlighting tourism as one of the most dynamic drivers of the CaliBaja region’s economic and cultural connection.
