The NORRA Baja Rally pumped an estimated 60 million pesos (roughly $3 million USD) into Ensenada’s economy, according to Mayor Claudia Agatón Muñiz. The off-road race drew more than 20,000 visitors to the port city and pushed average hotel occupancy to 85% during the competition.
More than 200 teams from the Americas, Europe, and Oceania competed across a 2,250-kilometer course stretching down the Baja California peninsula. The race’s economic benefits flowed directly to hotels, restaurants, retail shops, and local service providers.
Ensenada Claims “Capital Mundial del Off Road” Title
Agatón called Ensenada the “Capital Mundial del Off Road,” or the World Capital of Off-Road Racing. She said the city has the experience, infrastructure, and international recognition to host events of this scale. The mayor also noted that competitions like the NORRA rally attract participants and spectators from multiple continents, building confidence in Ensenada as a destination.
The 85% hotel occupancy rate during race week rivals peak tourist season numbers in Ensenada, where hotels typically fill up during wine harvest festivals in August and the holiday season in December. For anyone planning travel to Ensenada during major race weekends, booking accommodations well in advance is essential.
City Plans to Reinvest in Infrastructure
Agatón said the economic windfall is projected to help fund improvements to roadways and tourist signage throughout the municipality. The city government pledged to continue promoting and facilitating international sporting events as a driver of job creation and economic development.
NORRA, the National Off-Road Racing Association, has held its Mexican 1000 rally on the Baja peninsula for years. The multi-day race typically starts in Ensenada, about 80 miles south of the U.S. border at San Diego, and runs the length of the peninsula to La Paz or Cabo San Lucas in Baja California Sur. The event draws a mix of professional racers, vintage vehicle enthusiasts, and amateur competitors.
Ensenada also hosts the SCORE Baja 500 and Baja 1000, two of the most prestigious off-road races in the world. Together, these events form the backbone of the city’s sports tourism calendar.
This story was first reported by Ensenada.Net and Periodismo Negro on May 3, 2026.