Historic hotel shines as Baja California takes center stage

Rosarito Beach, Baja California — The iconic Hotel Rosarito was honored to serve as the official venue for the opening ceremony of the first-ever binational Tianguis Turístico 2025, gaining national recognition and marking a historic milestone for the region.

“We’re incredibly proud to have hosted the inauguration of this groundbreaking event,” said Hugo Antonio Torres Ramírez, Chairman of the Board of Directors of Hotel Rosarito. “After careful consideration by the State Tourism Secretariat and the Government of Baja California, our hotel was selected — a testament to both our legacy and recent improvements.”

The event, which drew attention from across Mexico and beyond, was described as a flawless success that put Rosarito in the national spotlight. Torres Ramírez credited the hotel’s dedicated team for their commitment, noting the many upgrades and renovations that helped deliver a world-class experience.

A transformative investment in hospitality

In preparation for the Tianguis, Hotel Rosarito underwent its most significant upgrades in over four years. Guest rooms were modernized, public areas revitalized, and new service points constructed — part of a comprehensive effort to elevate the hotel to new standards.

“We knew this was a once-in-a-generation opportunity,” Torres Ramírez said. “We spent the past year ensuring our facilities matched the importance of the event. Today, Hotel Rosarito is not just iconic — it’s leading the way in hospitality in Baja California.”

Training and teamwork: the keys to success

To ensure guests and attendees received top-tier service, staff members underwent extensive training in customer service and event readiness, in collaboration with the State Tourism Secretariat and Tianguis organizers.

“This wasn’t just an event — it was a transformative moment,” he added. “There’s a clear ‘before and after’ for Rosarito, and we’re proud to have played a central role.”

Economic boost and a broader vision for Rosarito

The impact of Tianguis Turístico was immediate. Hotel Rosarito reached 95% occupancy during the event, far surpassing seasonal expectations. Even before the main weekend, the hotel saw 80% occupancy during the final days of Spring Break — a rare achievement for midweek bookings.

Beyond the short-term success, Torres Ramírez sees long-term opportunity. Historically known as a sun-and-sand destination, Rosarito is now positioning itself to attract business travelers and event organizers, including international productions.

“We want to break out of the seasonal cycle. Tianguis marks a turning point. With more business events, more cultural tourism, and more exposure, we believe Rosarito can grow into something even greater.”

Looking ahead: film, culture, and continued growth

That growth is already underway. Hotel Rosarito will soon host part of a Netflix production, which will film scenes on-site and house members of the crew. The hotel is also working with local and national partners to attract more events and media projects in the coming year.

Special thanks were extended to Governor Marina del Pilar Ávila Olmeda, Mayor Rocio Adame Muñoz, and Canirac President Octavio Machado, among others, for their support and collaboration in making the event — and the future of Rosarito — a reality.

As Torres Ramírez noted, “Our strongest market is Southern California. With 90% of our visitors coming from there, it’s time to redouble our efforts and show our neighbors everything Rosarito has to offer.”