Playas de Rosarito has formed a new Tourism Advisory Council to coordinate strategy between the municipal government and the private sector, with its inaugural session held at the Baja California Center on April 3.
Mayor María del Rocío Adame Muñoz led the meeting alongside Baja California Tourism Secretary Miguel Ángel Badiola Montaño. The council will focus on four priority areas: tourism promotion, infrastructure improvements, public safety, and service quality across the city.
Competing in the Tijuana-Rosarito-Ensenada Corridor
The new body represents a formal effort to position Rosarito more competitively within the Tijuana, Rosarito, Ensenada corridor, one of Baja California’s most traveled tourism routes. Key priorities include beach tourism, gastronomy, and cultural events, with an explicit goal of attracting both domestic and international visitors, including the large number of Americans who cross the border from San Diego.
Rosarito sits roughly 20 miles south of the U.S. border, making it one of the closest Mexican beach destinations for Southern California residents. The city became its own municipality in 1995 after separating from Tijuana and has long relied on cross-border tourism as an economic engine.
Building on Recent Momentum
The council’s creation follows a period of growing institutional attention to Rosarito’s tourism potential. In February, the municipality’s Economic Development and Tourism Council participated in a Citizen Advisory Council session focused on strengthening dialogue between local authorities and civil society. Rosarito also gained national attention after hosting the Tianguis Turístico 2025, Mexico’s largest tourism promotion event, at the Baja California Center. That event put the city’s logistical and hospitality capacity on display for organizers and tourism professionals from across Mexico and Latin America.
The Baja California Center, where the new advisory council held its first meeting, has become the most prominent convention venue in northwestern Mexico. Its role as the council’s meeting site ties the advisory body directly to Rosarito’s growing ambitions in business and convention tourism.
What the Council Will Tackle
By bringing municipal officials and private sector operators into a single advisory structure, the council aims to align public investment with the needs of hotels, restaurants, and tour operators. Safety, a persistent concern among visitors to the region, is listed as one of the council’s four pillars. Infrastructure improvements could address issues familiar to Rosarito residents and visitors alike, from road conditions to beachfront access.
No specific budget or timeline for the council’s first initiatives has been announced. The story was first reported by Baja Times.