Baja California recorded a significant influx of visitors during the Labor Day weekend, with 258,724 vehicles passing through the five toll plazas of the Tijuana Regional Unit, in addition to hotel occupancy rates approaching 100% in some of the state’s main tourist destinations.
Baja California’s Secretary of Tourism, Miguel Ángel Badiola Montaño, highlighted that the results reflect both the diversity of the state’s tourism offerings and the hospitality that characterizes its communities, particularly in relation to the Southern California market.
Between Friday, September 4, and Sunday, September 6, Playas de Tijuana recorded the highest vehicle traffic, with 92,830 vehicles, followed by Rosarito, with 63,615, and Ensenada, with 56,238 vehicles.
The activity was also reflected in hotels. On September 5, Playas de Rosarito reached an occupancy rate of 97.76%, followed by Tijuana at 95.67%, while Ensenada reported 90%. Among the main experiences attracting visitors are community-based tourism, health and wellness tourism, wine tourism, gastronomy, adventure, and activities related to Baja California’s natural and cultural richness.
“Preserving our territory, our traditions, and our identity, while at the same time welcoming those who visit us with warmth and hospitality, is part of the commitment we share to continue making tourism an engine for Shared Well-Being,” Badiola Montaño stated.
The official added that the state strategy seeks to promote orderly tourism growth with greater participation from communities, so that the economic benefits of the activity reach more regions and sectors of Baja California.
Strengthening assistance for visitors
During the Labor Day period, the Secretariat of Tourism strengthened its information and guidance operations through assistance modules, distribution of maps and guides, as well as recommendations regarding historical sites, attractions, and points of interest.
At the different assistance points, including Avenida Revolución and the Ensenada cruise ship area, 935 tourist services were recorded in 2026, compared with 654 in 2025 and 385 in 2024. The figures represent an increase of 42.9% compared with last year and 142.8% compared with 2024.
At the Port of Ensenada, the tourist information module also serves the more than 4,000 cruise passengers who can disembark from each vessel, offering them alternatives for discovering attractions in the city and its surrounding areas.
This space resulted from coordination between the Secretariat of Tourism and Hutchison Ports and represents, according to the state agency, the first time that an information module has been established directly at the pier to strengthen tourism assistance and promotion among international visitors.
Source: encontrastenews
