By Gerardo Díaz
Rosarito will host the Tourism Expo 2025, taking place from April 28 to May 1, making it the epicenter of Mexico’s tourism promotion efforts.
More than 10,000 attendees are expected, including international buyers, investors, and representatives from travel agencies and hotel chains from over 80 countries.
The event will be inaugurated by Mexico’s President, Claudia Sheinbaum, at the Rosarito Metropolitan Convention Center.
Martha Mendoza Montes, metropolitan delegate of the Baja California Secretariat of Tourism, emphasized the event’s significance in positioning Rosarito as an emerging tourist destination. In addition to the participation of all 30 state tourism departments from across Mexico, between 400 and 600 international buyers and specialized media representatives have been confirmed. This presents a unique opportunity to strengthen the region’s tourism sector.
The event will feature a diverse program of activities, including the “Dialogues for Mexico’s Tourism”, where experts, business leaders, and government officials will discuss tourism promotion strategies. Keynote conferences, exhibitions, and industry forums will also take place. Meanwhile, other top destinations in Baja California—such as Tijuana, Ensenada, and Tecate—will host simultaneous events showcasing their attractions through receptions, dinners, and cultural presentations.
On Tuesday, April 29, business meetings will be held at the Baja Center, followed by a grand welcome party at Tijuana’s Caliente Stadium, expected to host around 5,000 attendees. On Wednesday, April 30, commercial meetings will continue, along with press conferences and presentations of new tourism products.
As a prelude to the main event, the Binational Tourism Expo will take place in San Diego on April 26 and 27, aiming to promote Mexico’s culture, gastronomy, and travel destinations. Additionally, throughout the main event, artisan exhibitions and culinary showcases will be held at various venues in Rosarito and surrounding cities.
The organization of the Tourism Expo has required close collaboration between the public and private sectors. Strategies have been implemented to ensure a high-level experience for attendees, including improvements in transportation, hospitality, and security. With approximately 15 days of tourism-focused activities, Rosarito aims to establish itself as a premier destination and attract new investments to the sector.