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Border Report – Baja makes $350M annually from visitors, tourism board says

Posted on April 3, 2025

SAN DIEGO (Border Report) — The state of Baja California, which includes the city of Tijuana, is among the top 10 destinations for tourists in Mexico, according to that country’s Secretary of Tourism.

It ranks seventh behind the state of Mexico, Mexico City, Quintana Roo, Guanajuato, Jalisco and Nuevo León.

Tourism officials surveyed tourists and discovered most people travel to Mexico in search of adventure, fine dining, professional opportunities, health reasons and shopping.


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Music and entertainment were also listed along with cultural events and gatherings such as weddings and family reunions.

City of Tijuana at night, its cultural center, shaped as a giant ball, is in the foreground. (Courtesy: State of Baja California)

More than half of tourists who visit Mexico come from the United States. Of those, 82% were from California.

Baja California is also one of the favorite destinations for Mexican nationals, especially for those from the states of Sonora, Sinaloa and Baja California Sur.


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According to tourism statistics, on average over the last three years, visitors are spending $350 million per year in Baja.

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