The countdown is on for the most important tourism event in Latin America, the Tianguis Turístico (Tourism Tianguis). This year’s edition will be truly one of a kind: for the first time in its 50-year history, the event will take place in northern Mexico and adopt a binational format.
From April 28 to May 1, the Baja California Center will serve as the main venue for this celebration that transcends borders, connecting Mexico and the United States through tourism, culture, and cuisine.
What is Tianguis Turístico?
More than just a trade show, Tianguis Turístico is the core of Mexico’s tourism industry. Since its debut in Acapulco in 1975, it has evolved into the nation’s leading business forum for tourism.
Its mission is clear: to promote Mexico’s tourism offerings to high-level domestic and international buyers.
The event brings together tour operators, wholesalers, airlines, travel agencies, event planners, and representatives from all of the country’s 32 states. Business is conducted through pre-scheduled appointments between exhibitors and buyers.
This year, Baja California will showcase its wide-ranging appeal: pristine beaches, renowned wineries, gourmet cuisine, adventure tourism, urban escapes, and cultural experiences with indigenous communities.
Participation and Expected Attendance
The binational format of this event, the first to be held on the northern border, aims to strengthen ties between Mexico and its neighbor, encouraging an unprecedented level of commercial, cultural, and tourism exchange.
This year’s event is shaping up to be the most ambitious yet, with projected participation from:
- 924 buyers
- 624 companies
- Up to 15,000 attendees
- Representatives from 26 countries
Attendees will also benefit from free transportation between official hotels and the event venue. Additionally, the arrival of ride-hailing services like Uber and Didi in Playas de Rosarito offers more options.
Baja California Center: Main Venue of Tianguis Turístico 2025
Located in Playas de Rosarito, the Baja California Center will host the event’s core activities. Access will be limited to registered buyers, exhibitors, and industry professionals, all of whom will be able to attend business meetings, specialized forums, immersive experiences, culinary showcases, and destination presentations.
A major highlight will be the conference program on Monday, April 28, which will spotlight key tourism trends with a focus on sustainability, digital tools, and community-centered growth. Featured sessions include:
- Community Tourism: The Future Lies in the Countryside
10:00 a.m. – 11:00 a.m. - Boost Your Business with Meta Tools
11:00 a.m. – 12:00 p.m. - Maya’ an: A Sustainable Community Tourism Model in Quintana Roo
12:10 p.m. – 1:05 p.m. - Tourism Intelligence: Identifying Business Opportunities in Tourism Organizations
1:10 p.m. – 2:05 p.m.
There will also be a dialogue between industry leaders, state governors, and tourism officials covering key topics such as the 2026 World Cup and the potential of community-based tourism.
Tours organized by Baja California’s Department of Tourism will allow national and international travel agents to discover regional highlights, from the Valle de Guadalupe wine region to the Sea of Cortez.
Thematic Pavilions at Baja California Center
The exhibition area will be divided into three themed pavilions, allowing attendees to discover all of Mexico without leaving the venue:
- Northern Pavilion: Showcasing the cultural, natural, and culinary richness of northern states.
- Central and Southern Pavilion: Highlighting iconic destinations from the heart and south of the country.
- Maya World Pavilion: Celebrating the archaeological and cultural majesty of southeastern Mexico.
As host, Baja California will spotlight its award-winning cuisine, acclaimed wine production (that accounts for 70% of Mexico’s total), thriving craft beer scene and extraordinary natural beauty.
The event also seeks to highlight the sector’s commitment to the environment, featuring sustainable infrastructure and reusable materials throughout the exhibition areas.
Public Events on Both Sides of the Border
Tianguis Turístico will expand into San Diego, offering a range of cultural and culinary experiences open to the general public.
“Window to Mexico” Festival in San Diego
A free, family-friendly festival where 28 Mexican states will showcase their crafts, music, dances, and cuisine.
- Dates: Saturday, April 26 and Sunday, April 27
- Time: 10:00 a.m. – 6:00 p.m.
- Location: Liberty Station, San Diego
Cultural Exhibit at the Mexican Consulate in San Diego
An exhibit highlighting the artisanal richness of Baja California and other states, promoting greater cultural awareness.
Taco Festival in Tijuana
The “Gran Taco de México” festival will have an impressive variety of this iconic Mexican dish. Featuring tacos from different regions of the country, the event promises a true celebration of flavor, complete with live music and cultural performances.. A fun, family-friendly event with free admission.
- Dates: Thursday, May 1 and Friday, May 2
- Time: 3:00 p.m. – 8:00 p.m.
- Location: Centro Cultural Tijuana (CECUT)
NORTEC Peace Concert
The grand finale will be a Peace Concert on Tijuana’s Avenida Revolución, featuring a musical fusion between the Baja California Symphony Orchestra and the iconic NORTEC. Free and open to the public, this event will unite locals and tourists alike.
- Date: Saturday, May 3
- Time: Starting at 5:00 p.m.
- Location: Avenida Revolución, Tijuana
Wine Country Hosting in Valle de Guadalupe
Participating wineries in Valle de Guadalupe will each host a different Mexican state during the event, pairing regional cuisine with local wines. Handcrafted goods will also be available for purchase.
An Event That Promotes and Transforms Tourism in Baja California
Tianguis Turístico 2025 will be a platform that connects cultures, regions, and people.
With an innovative approach, this edition aims to expand Mexico’s tourism horizons, encouraging new routes, authentic experiences, and deeper collaboration between private businesses, government agencies, and local communities.
Mexico is opening its doors to the world, and you’re invited to be part of the journey.
