Successful launch of 2025 Tianguis Turístico
The gardens of Hotel Rosarito set the stage for the grand opening of Mexico’s most important tourism showcase, the 2025 Tianguis Turístico, hosted for the first time in Baja California. The main venue for the event was the Metropolitan Convention Center, but the city of Rosarito became the epicenter of a national celebration of Mexican culture, traditions, and hospitality.
Representatives from all 32 Mexican states gathered to present the country’s diverse tourism offerings to the world. The event officially opened on April 28 with a ceremony led by Mexico’s Secretary of Tourism, Josefina Rodríguez Zamora, who was joined by Baja California Governor Marina del Pilar Ávila Olmeda, Foreign Affairs Secretary Juan Ramón de la Fuente, Rosarito Mayor Rocío Adame Muñoz, as well as governors, business leaders, and tourism executives from across the country.
For the first time, the Tianguis Turístico expanded beyond Mexico’s borders, becoming a binational event that included activities in San Diego, California. The 2025 edition brought together more than 3,000 exhibitors from 1,259 companies, 1,700 buyers from 1,154 businesses, 75,000 business meetings, and participants from 44 countries. The estimated economic impact surpassed 1.35 billion pesos.
In her remarks, Secretary Rodríguez Zamora thanked local authorities for their coordination, and emphasized that the success of the event signaled a new era for tourism in Mexico.
“From this edition forward, and with the upcoming ITB Americas International Fair in 2026, the Tianguis Turístico will become even more international,” she said. “Tourism knows no borders—it thrives on collaboration, identity, and shared prosperity. There’s no better place than Tijuana to send this message to the world: Mexico is in vogue, and our tourism industry is thriving.”
She also introduced Plan México, a federal initiative launched by President Claudia Sheinbaum to elevate Mexico’s global tourism profile. “According to UN data, Mexico is currently the sixth most visited country in the world. In the first quarter of 2025 alone, we welcomed 24 million visitors, a 14% increase from last year, and generated $10.2 billion in tourism revenue—a 4% rise,” she said. “President Sheinbaum has given us an ambitious goal: to become the fifth most visited country in the world by 2030. The Plan México initiative provides the roadmap, placing tourism at the heart of economic and social development, with a focus on sustainability and community-based models.”
Governor Ávila Olmeda recalled that the journey to hosting the Tianguis began a year earlier in Acapulco, where Baja California was selected to organize the 2025 edition. “Our gratitude goes to the federal tourism ministry, the tourism secretariats of the 31 other states, the sponsoring companies, exhibitors, and visiting countries,” she said.
The opening ceremony was attended by several state governors, including Evelyn Salgado Pineda (Guerrero), Mara Lezama Espinosa (Quintana Roo), Joaquín Díaz Mena (Yucatán), Margarita González Sarabia (Morelos), Alejandro Armenta Mier (Puebla), Mauricio Kuri González (Querétaro), Rocío Nahle (Veracruz), Rubén Rocha Moya (Sinaloa), and Eduardo Ramírez Aguilar (Chiapas).