From April 28 to May 1, 2025, Baja California cemented its position as the epicenter of international tourism by hosting the 49th edition of the Tianguis Turístico. This event, held at the Baja California Center in Playas de Rosarito, brought together thousands of industry professionals, positioning the region as a key destination on the global tourism map.
Records and international participation
Located between the Pacific Ocean and the desert, and just minutes from the US border, the Baja California Center wasthe heart of this gathering. The choice of this venue was not only due to its capacity and modern infrastructure, but also to the region's tourism potential. The event allowed buyers, agencies, and international media to enjoy an immersive experience in the multicultural and binational essence of Baja California.
From the beaches of Rosarito to the vineyards of Valle de Guadalupe, passing through cosmopolitan Tijuana and the seascapes of Ensenada, attendees had the opportunity to explore, taste, and feel the state's tourist pulse.
With an area of 26,000 square meters and a capacity of between 10,000 and 15,000 people, Tianguis Turístico 2025 exceeded all expectations. More than 924 buyers from 624 companies from 26 countries registered, with the United States and Canada accounting for 40% of attendees. In addition, all 32 states of Mexico were present, offering a diverse sample of the country's tourism wealth.
The 2025 Tianguis Turístico is expected to generate an economic impact of more than 1.38 billion pesos for Baja California. With a projected 80,000 business appointments, the event will attract around 10,000 attendees, including tour operators, travel agencies, airlines, hotel chains, and national and international buyers. In addition, hotel occupancy in the region is expected to reach 80%.
Tianguis Turístico 2025 represents a unique platform for advertisers and brands wishing to position themselves in the international tourism market. With a diverse and high-profile audience, the opportunities for sponsorship and brand activations are vast. From exhibiting at the convention center to participating in side events in San Diego, brands can leverage this event to increase their visibility and connect with industry professionals.
Tourism with an international outlook
One of the great successes of this edition was the integration of parallel events in the city of San Diego, California, as part of an unprecedented binational promotion strategy. The installation of a Punto México at the Mexican Consulate in San Diego and the "Ventanas a México" festival at Liberty Station allowed a sample of Mexican culture to be brought to the American public and the thousands of travelers visiting the city.
This reinforced the importance of border tourism and coordinated work between international destinations that share territory, culture, and economy.
Innovation, technology, and sustainability at the heart of the dialogue
This edition of the Tianguis also stood out for promoting issues that are fundamental to the future of tourism:
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Digitization of the sector: The new version of Visit Mexico was presented, with AI tools and geolocated data to personalize travel recommendations.
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Sustainable tourism: Eco-friendly and responsible practices were promoted among destinations and tourism service providers, with panels and workshops dedicated to climate change, water management, and ecosystem protection.
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Inclusion and accessibility: Several forums raised the need to create tourist experiences that are accessible to all audiences, including people with disabilities and older adults.
During the Tianguis Turístico tourismfair, one of the most exciting and strategic announcements for Mexico's international connectivity was the presentation of the new direct air route between Querétaro and Madrid. This achievement represents much more than a new flight: it symbolizes the opening of a two-way door for tourism, investment, culture, and exchange between Europe and the heart of Mexico's Bajío region.
A long-term vision made reality
For years, Querétaro had been working quietly to position itself as a logistics, business, and tourism hub in the center of the country. The consolidation of this air route is the result of coordinated efforts between state and federal authorities and the private sector, which took advantage of the Tianguis Turístico platform to finalize key agreements and generate international visibility.
With this direct connection to one of Europe's most important capitals, Querétaro joins the ranks of Mexican cities with intercontinental links, raising its profile as a tourist destination and gateway to the Bajío industrial corridor.
News like this gives meaning to events such as the Tianguis Turístico: not only as promotional showcases, but also as spaces where routes, alliances, and strategies are defined that transform the country's tourism landscape. The Querétaro–Madrid flight was undoubtedly one of the major announcements that shaped the future of Mexican tourism during this historic edition held in Baja California.
At Anunciart, we celebrate tourism as a bridge between regions, people, and perspectives. Today, Querétaro and Madrid are closer than ever, and with that, so are opportunities.
Culture, flavor, and sensory experiences
Beyond the exhibition and business space, Tianguis Turístico 2025 offered an unparalleled sensory experience. Visitors enjoyed gastronomic samples featuring the best of Baja California cuisine: seafood tacos, wines from the Valley, signature cuisine, and craft beer.
Events such as Baja California Night left a lasting impression on attendees, with live music, cultural displays, and art exhibitions that emotionally connected visitors with the state's identity.
More than just an event, Tianguis 2025 marked a turning point for tourism development in northern Mexico. The visibility achieved, the partnerships forged, and the economic impact generated will be a catalyst for new projects, investment in infrastructure, international promotion, and strengthening of the local tourism offering.
Baja California proved it was ready for the big leagues, and the Tianguis Turístico was the perfect showcase to show the world its natural, cultural, and human wealth.
Beyond the numbers and strategic announcements, Tianguis Turístico 2025 was a sensory and emotional experience for all attendees. The hallways of the venue were not only filled with stands and promotional materials; they were filled with regional aromas, traditional music, virtual experiences, and cultural presentations that transformed each pavilion into a living window onto the country's destinations.
From the mariachis of Jalisco to the ritual dances of Oaxaca, each state competed not only to attract buyers, but also to leave an emotional impression on visitors. That human and cultural connection was one of the keys that made this edition of the Tianguis one of the most memorable in recent years.
Creativity and advertising: the new era of tourism
One of the most notable elements of this edition was the role of creative advertising and experiential marketing. It is no longer just about "showcasing" a destination, but about creating stories that make it unforgettable. Several states opted for augmented reality tools, cinematic sets, interactive tastings, and even flight simulators and sensory experiences.
This shift toward the sensory demonstrates that tourism needs advertising more than ever, and that brands—from airlines to hotels, apps, artisans, and destinations—have to compete in a market where narrative is everything. Tianguis became the ideal setting to gauge the pulse of this transformation, where graphic design, audiovisual production, technology, and storytelling were as relevant as tourist information.
For creative agencies, media outlets, designers, and marketing solution providers, this event served as a showcase for what is to come: emotional, personalized, and digital tourism.
We celebrate these types of events, which not only strengthen tourism but also open up opportunities for brands, creatives, and advertisers who want to be part of this growing ecosystem.
https://youtu.be/_m8arovXel8?si=rUwH0Hi5ajy6GFOZ
