The 2025 edition of the Tianguis Turístico (Tourism Tianguis), Mexico’s most important tourism event, has officially begun at the Baja California Center in Playas de Rosarito.
From April 28 to May 1, the convention center will host dozens of stands, with each Mexican state showcasing the best of its culture, destinations, cuisine, and traditions.
The event began with the arrival of tourism professionals as early as 9:00 a.m. Registration ran through the morning due to high attendance, and the first wave of conferences was already underway at 10 a.m. Topics ranged from the power of social media in tourism to community-based travel and data-driven strategies for finding new business opportunities.
As talks got underway, exhibitors worked behind the scenes to finalize their stands, each a colorful display of Mexico’s cultural richness. According to Federal Tourism Secretary Josefina Rodríguez Zamora, this year’s event will bring together more than 15,500 exhibitors, 2,600 companies, and 43 countries.
Discover the Best of Baja California at the 2025 Tianguis Turístico
In addition to the activities at the Baja California Center, visitors can also enjoy several events that offer a taste of the state’s signature charm, including:
- Baja California Pairs with Mexico: Sample regional cuisine, artisanal products, and wine from across the country (April 26 to May 2).
- The Great Taco of Mexico: A taco lover’s paradise featuring flavors from all 32 states, held May 1–2 from 3 p.m. to 8 p.m. at the Tijuana Cultural Center.
- Arriba el Nortec: The Baja California Orchestra and Nortec will give a free concert at Avenida Revolución on Saturday, May 3, at 5 p.m.
Inside the venue, a dedicated culinary pavilion invites guests to taste signature dishes from each region of Mexico.
This year’s Tianguis aims not only to boost domestic tourism but also to strengthen international ties, particularly with the United States, which accounts for 40% of registered buyers.
Opening Ceremony at Rosarito Beach Hotel
The Rosarito Beach Hotel hosted the opening ceremony, where Baja California Governor Marina del Pilar Ávila Olmeda, along with State Secretary of Tourism Miguel Aguiñiga Rodríguez, and Federal Secretary of Tourism Josefina Rodríguez Zamora, took center stage.
This important event brought together governors, mayors from Tijuana, Rosarito, and Ensenada, and leaders from the public and private sectors representing all corners of Mexico.
“Welcome to Baja California,” said Governor Marina del Pilar. “Today is a celebration for all of Mexico, a day to share the heart of our land with the world.”
She emphasized the collaborative effort that made the event possible, thanking sponsors, exhibitors, and everyone involved in organizing the Tianguis.
“Tourism is one of the most generous industries in the world,” she said. “And this is just the beginning of the stories we’ll write together. In Baja California, our hearts are open as we host the first binational Tianguis Turístico.”
The Biggest Tourism Celebration in the Americas Begins
In her remarks, Secretary Rodríguez Zamora announced over 75,000 confirmed business meetings and an estimated daily attendance of 10,000 visitors at the Baja California Center. The event is expected to generate an economic impact of more than 1.38 billion pesos.
She also highlighted that, for the first time, the Tianguis will feature cultural and gastronomic activities outside the venue, making the event more accessible to the general public.
Tourism by the Numbers: Baja California in the Spotlight
This event also marks a milestone in Baja California’s post-pandemic recovery. In just three years, the state welcomed more than 80 million visitors and generated 368 billion pesos in tourism revenue.
In the past year alone, Baja California contributed 69 billion pesos to the national tourism GDP, placing it eighth in the country and second in northern Mexico.
Inaugural Ribbon Cutting and Tour at the Baja California Center
The opening ceremony marked the beginning of this major event in aimed at boosting tourism in Mexico and celebrating the country’s cultural, historical, and culinary richness.
After the ribbon cutting and official tour of the Baja California Center, government officials, key tourism industry leaders, and members of the media gathered to wrap up the first day of the 2025 Tianguis Turístico.
