A Historic Binational Tianguis Turístico 2025
For the first time in its history, the Tianguis Turístico will be held binationally in 2025, with activities taking place in Baja California, Mexico, and San Diego, California. The 49th edition of this crucial event for Mexico’s tourism promotion aims to strengthen Mexico’s global position as a tourism powerhouse through a strategy combining inclusiveness, sustainability, and technological innovation.
In an interview with El Economista, Federal Tourism Secretary Josefina Rodríguez Zamora announced that this edition will mark a turning point by opening the Tianguis to the entire society, not just tour operators, and incorporating new cultural, gastronomic, and digital experiences.
“This is a Tianguis for everyone,” said Rodríguez Zamora. “It goes beyond the convention center and tour operators; we want society to engage and experience what Mexico represents as a tourism power.”
From April 28 to May 1, 2025, the Tianguis Turístico will take place at the Baja California Center in Playas de Rosarito. The event will kick off with “La Ventana de México,” a free cultural and gastronomic celebration open to the public at Liberty Station, San Diego. Here, all 32 Mexican states will showcase their products, traditions, and destinations to attendees.
Activations Beyond the Protocol
One of the distinguishing features of this Tianguis Turístico edition is the implementation of pre-event exploration routes, highlighting Tijuana, Rosarito, Ensenada, and the Valle de Guadalupe’s tourism potential. These experiences are still largely unknown to many Mexicans.
During the central days of the Tianguis, the “Gran Taco de México” gastronomic festival (May 1-2) will take place, featuring traditional cooks from all 32 states. The event will be free and held at the explanada of the Centro Cultural Tijuana, where visitors can enjoy representative tacos from across the country, musical performances, and cultural exhibitions in an environment designed to showcase Mexico’s diverse culinary offerings.
As a novelty, the traditional captains’ dinner will be replaced by a “Dialogue of Captains,” a series of strategic panels with sector leaders, governors, representatives from tourism associations, chambers, and international buyers. Key topics will include the FIFA World Cup 2026, community tourism, and investment in tourism infrastructure.
Community Tourism and Sustainability
One of the pillars of Tianguis Turístico 2025 will be strengthening community tourism. Baja California will be one of the 13 priority polygons for this modality, implying greater integration of local communities into tourism offerings with tangible benefits for their residents.
Rodríguez Zamora previewed the presentation of a sustainable tourism decalogue by the Sustainability General Directorate, offering practical guidelines for hotels, restaurants, and other sector actors to reduce their environmental footprint. Additionally, event stands will be uniform in structure, allowing for global material reuse for tourism modules, even in schools.
Connectivity and Digitalization
She explained that connectivity is another fundamental axis. Strengthening airports like the AIFA, the arrival of the Tren Maya, and regional route promotion are central to the infrastructure plan. In collaboration with airport groups like Gafsacomm (Aeroportuario, Ferroviario y de Servicios Auxiliares y Conexos, Olmeca-Maya-Mexica) and airlines, the goal is to create strategic routes backed by market studies, expanding coverage to emerging new destinations.
In the digital realm, the revamp of the VisitMéxico platform will bring artificial intelligence integration. One of its novelties is Frida, a virtual assistant capable of suggesting personalized itineraries based on interests, stay duration, and location, thus encouraging overnight stays and product diversification.
Internationalization of the Mexico Brand
One of this administration’s key projects is positioning the Mexico brand through strategic alliances.
“We want the country’s brand to be everywhere, in Cinépolis, BBVA, and cinemas outside Mexico,” explained the secretary. Indeed, a convention was signed for all states to use the brand as a joint promotional tool.
The Punto México concept is also expanding. Initiated as a monthly artisan offer shop in the Secretariat’s lobby, it is now being taken to embassies and consulates abroad. San Diego will be the first international case.
“Mexico, the protagonist of global tourism”
In 2026, Mexico will be the protagonist of major international events: from its invited country status at FITUR Madrid, to the first-ever arrival of the ITB (International Tourism Fair) in Mexico. The cherry on top will be the FIFA World Cup, with games in Guadalajara, Monterrey, and Mexico City,” said Rodríguez.
She also explained that 14 fairs and nine roadshows in the US and Canada will promote national destinations, including the Tren Maya, which can now be booked online through platforms like Expedia and Best Day.
Invitation
According to the Secretariat, every corner of Mexico has a hidden gem waiting to be discovered. From the Cumbre del Tajín in Veracruz to the hidden beaches of La Unión, Guerrero, their invitation is clear: “Discover Mexico. There are many treasures to unearth, and speaking well of Mexico means speaking well of our people, crafts, and culture.”
The Tianguis Turístico 2025 will not only mark a milestone for its binational character but also redefine tourism as a tool for identity, inclusion, and development.
“Mexico has everything to be the world’s best destination, and we’re going full force to prove it,” concluded Rodríguez.
