Hotel industry representative Hugo Antonio Torres Ramírez says Southern California must remain the primary tourism market while local businesses adapt to changing visitor expectations.

Rosarito’s tourism industry must continue to innovate in its promotional strategies, services, and attractions to remain competitive, said Hugo Antonio Torres Ramírez, vice president of the Playas de Rosarito Hotel Association.

Torres Ramírez emphasized that Southern California remains Rosarito’s primary tourism market, accounting for approximately 95% of its visitors. He said promotional efforts should continue prioritizing this region, even as the city explores opportunities to attract visitors from other markets.

“I believe we need to focus more on our natural market in Southern California, which is where 95% of our visitors come from. It is good to explore other markets, but we must continue promoting Rosarito to the visitors who already come here.

If we want promotional funds to be well spent, they need to be invested in Southern California. Visitors also come from Northern California, while Mexicali and Tijuana account for the remaining 5%. That market is also very important, but we must always focus on our natural market,” he said.

Torres Ramírez also highlighted the need for businesses to adapt to changing market trends rather than rely on traditional tourism offerings.

“We cannot expect different results by doing the same things we have always done. The market has changed,” he said.

He pointed out that shopping for handicrafts and furniture, which once attracted visitors, no longer holds the same appeal. These sectors remain important, he said, but must evolve by offering new products and experiences that reflect current market trends.

He also noted the growing influence of younger tourists who rely heavily on social media, making it essential for local businesses to maintain an active presence on these platforms.

Regarding the strategy at Hotel Rosarito, which he manages, Torres Ramírez said the property has expanded its promotional efforts through events throughout the year, renovations, and the development of new spaces and services. These initiatives also address environmental and social responsibilities, reflecting the hotel’s commitment to the Rosarito community and the environment, as well as its cultural and historical significance as a designated Cultural Heritage site in Baja California.

“Our goal is to organize activities and let people know what they can do in Rosarito. But generally, people come here for the beach or to relax. We need to offer them what they are looking for,” he said.

The hotel offers promotions and on-site amenities, including bars, restaurants, and special events. Torres Ramírez mentioned a DJ event scheduled for Sunday, November 8, at the pier, adding that the hotel organizes weekly activities tailored to the type of visitors who come to Rosarito.

He also highlighted the hotel’s annual Thanksgiving dinner, held on the last Thursday of November. According to Torres Ramírez, Thanksgiving is more important to Americans than Christmas. He noted that, surprisingly, the dinner attracts more Mexican guests than American visitors, reflecting how deeply the tradition is rooted in the border region.

The hotel’s November calendar also includes a jazz concert featuring the band Tikos on the last Friday of the month, at the Salón Mexicano, which has been designated Cultural Heritage of Baja California.

In December, the hotel will continue its seasonal celebrations with traditional posadas, a Christmas dinner, and a New Year’s Eve dinner, Torres Ramírez said.