Rosarito’s hotel industry generated significantly higher revenue during the Fourth of July holiday weekend as average room rates increased 21% while hotel occupancy climbed to 97%, according to the Rosarito Hotel and Motel Association.

Association President César Rivera González said hotel occupancy reached 92% on Friday, July 3, before rising to 97% on Saturday, July 4, reflecting strong demand from visitors, most of them from Southern California.

Although occupancy remained similar to last year’s Fourth of July weekend, Rivera said hotels generated higher revenue per room because of increased average daily rates.

“Hotels in Playas de Rosarito generated higher revenue per room because of the significant increase in average daily rates while maintaining high occupancy levels,” Rivera said. “That contributes to a greater economic impact for the destination and supports jobs not only in the hotel industry but throughout the tourism sector, including restaurants, retail businesses, transportation and other services.”

The average daily room rate increased from $129 in 2025 to $156 this year, a 21% increase that strengthened the local tourism economy.

Rivera said the Rosarito Beach Hotel’s annual Fourth of July celebration remained one of the holiday weekend’s biggest attractions for visitors from the United States.

Business also picked up along the city’s beaches, where vendors reported strong sales as warm weather, the holiday weekend and the FIFA World Cup brought large crowds to the coastline.

“The biggest sellers were Mexican national team flags and jerseys because of the World Cup,” one beach vendor said. “Overall, it was a great weekend, and we hope the positive experience visitors had in Mexico during the tournament encourages even more tourism.”