As part of ongoing efforts to reactivate and strengthen tourism in Playas de Rosarito, a working meeting was held with Zaida Luz López Sánchez, Baja California’s Secretary of Tourism, during which strategic actions were defined to diversify the destination’s offerings and address current challenges facing the sector.

During the meeting, participants agreed to promote winter marketing campaigns aimed at the entire tourism value chain, expand the integration of tourism products, and strengthen key segments such as nature tourism, surfing, hiking, romance, and meetings and conventions. In this context, plans were discussed to standardize existing trails and create three new routes to further boost adventure tourism.

The need to move forward with a beach management and zoning program was also addressed, along with improving permitting processes for events held in federally regulated coastal areas, in order to avoid disruptions to established hotels and businesses.

In terms of cultural identity, proposals were made to incorporate areas such as Primo Tapia, Puerto Nuevo, and the downtown district into the Barrios Mágicos program. On the promotional side, strategies were analyzed for road trip campaigns in Southern California, as well as outreach efforts with sister cities and Mexican federations abroad.

Another key topic was the use of Lodging Tax revenues, with a proposal to allocate 50 percent to tourism promotion and 50 percent to infrastructure, in addition to creating a statistics department to strengthen data-driven decision-making based on economic indicators.

Finally, participants acknowledged challenges such as slow border crossings, U.S. immigration policies, and the binational economic slowdown. The Secretary of Tourism reiterated her team’s support in following up on the agreements through promotion campaigns, training, and certification programs, emphasizing the importance of coordinated efforts between government and the private sector.