In an effort to strengthen the city’s tourism strategy, Baja California Secretary of Tourism Miguel Ángel Badiola Montaño met with Mayor Rocío Adame Muñoz to discuss actions aimed at consolidating Rosarito’s development as a destination.

During the meeting, officials proposed the creation of a Tourism Security Council in Rosarito, envisioned as an interagency coordination body to enhance visitor services and help ensure orderly environments that support tourism activity, according to an official statement.

Coordination and promotion

Among the agreements reached was follow-up on a proposed collaboration agreement between the state government and the city administration, focused on promotion, training and tourism product development initiatives.

Within that framework, the mayor suggested that the statewide kickoff of the Easter Holiday Operation be held in Playas de Rosarito, with the goal of positioning the municipality as one of the region’s leading vacation destinations.

Authorities also committed to expanding training programs for the local tourism industry to improve service standards and strengthen the destination’s competitiveness.

Boosting regional and romance tourism

The meeting also included a proposal to jointly promote the municipalities of Tijuana, Playas de Rosarito and Ensenada under a coordinated regional strategy, as well as to host the mega-region event in Rosarito, reinforcing its role along the coastal tourism corridor.

Another agreement calls for the implementation of a comprehensive and unified promotional campaign to standardize the destination’s image and expand its reach in priority markets.

Meanwhile, Deputy Secretary of Tourism Martha Inés Domínguez Uscanga presented the work plan for Playas de Rosarito, focused on positioning the city as a seaside romance destination in northern Mexico through the promotion of weddings, celebrations and specialized tourism experiences.