Business leader and furniture manufacturer Rafael Crosthwaite Reyes announced that he is working in coordination with the Municipal Secretariat of Economic Development and Tourism, headed by Irán Leonardo Verdugo Contreras, on a promotional strategy aimed at local, regional, and national markets.

Amid the tourism downturn affecting Rosarito due to a decline in visitors from the United States, furniture makers along Popotla Artisan Boulevard are turning their attention to the domestic market, seeking to replicate a strategy that helped sustain the sector during the pandemic.

“We are working closely with the local Secretary of Economic Development and Tourism on promotional proposals aimed at the domestic market. If we are not receiving as much foreign tourism as before, we are going to focus on the national market, which was what helped us recover during the pandemic,” he said.

Crosthwaite explained that the promotional campaign will focus on showcasing the entire furniture sector along Popotla Boulevard through traditional and alternative media, with support from influencers who will visit the area and promote its artisanal production processes on their platforms.

“We want to create a special advertising campaign for the entire furniture sector, with influencers who can showcase the artisanal production process, the development of the products, and the finished pieces. We want people to know that not only furniture is made here, but also planters, fountains, and all kinds of home décor items, because many local residents are unaware of what Rosarito has to offer,” he said.

As part of the strategy, the furniture sector plans to work with the real estate industry to promote locally made products and craftsmanship to property buyers and renters. The goal is to highlight the work of carpenters, blacksmiths, and artisans operating along Popotla Boulevard who can furnish and decorate homes and commercial properties.

Addressing criticism regarding the higher prices charged by some businesses on Popotla Artisan Boulevard, Crosthwaite said that while local manufacturers cannot compete with Chinese-made furniture, the difference in cost is relatively small when quality is taken into account.

“We cannot compete with Chinese furniture, but the quality is completely different. There is a huge difference between a kitchen that may only last a few years and one custom-made by artisans from Popotla Boulevard. The difference in quality is enormous, and the difference in price is actually minimal.

“We have excellent carpenters, blacksmiths, and artisans who create custom work. The talent is here; it simply needs to be promoted. I have seen people from Tijuana and Mexicali who were not accustomed to coming to Rosarito to shop, and they are surprised when they arrive and see all the products available along Popotla Boulevard,” he concluded.