Tourism service providers across Baja California are joining forces to deliver more inclusive and responsible services with a gender perspective, following the signing of an agreement with SHAYA Mujeres Viajeras aimed at strengthening the state’s tourism sector.

This collaboration will help advance strategies to create safer, more respectful, and inclusive spaces for women travelers.

The initiative includes the active participation of tourism organizations, business chambers, government agencies, and promotion boards, with the goal of building capacity, raising awareness among key stakeholders, and positioning Baja California as a destination committed to equality, safety, and hospitality for all.

Gustavo Torres Ramírez, president of CANACO Rosarito and a representative of Hotel Rosarito, said the partnership with SHAYA Mujeres Viajeras will help promote Baja California as a safe destination. He noted that the state will be the first to earn this distinction through a series of awareness forums aimed at the tourism and service sectors, presenting the SHAYA Mujeres Viajeras certification model and sharing tools and best practices to support its implementation.

“Women now make most travel decisions. They often travel with friends, with their partners, or on their own. This distinction marks a turning point in encouraging women to travel within the state and across Mexico. We feel fortunate that this is the first time SHAYA has partnered with a Mexican state, which shows that Baja California is committed to offering warm, high-quality service, as reflected in our hotels and established businesses,” Torres Ramírez said.

The event was led by Governor Marina del Pilar Ávila Olmeda, who signed the agreement to advance inclusive tourism. Rosarito Mayor Rocío Adame Muñoz was also present and highlighted that Playas de Rosarito continues to strengthen and promote the quality and excellence in tourism services that have defined the municipality for years.