**Passenger Decline at Baja California Airports**
Between January and September 2024, Tijuana and Mexicali airports experienced a significant decrease in passenger traffic, reporting over a million fewer travelers compared to the same period in 2023. This reduction is believed to have contributed to the drop in hotel occupancy rates in these cities, which fell by -2.9% in Tijuana and -8.8% in Mexicali by the end of August, according to the Federal Tourism Secretariat.
Despite clear signs of a decline, the Secretary of Tourism for the state of Baja California, Miguel Aguiñiga Rodríguez, has largely ignored the issue, preferring instead to reference outdated data from 2023 when discussing next year’s Mexico Tourism Fair in 2025. The Observatorio Turístico of Baja California, a portal set up by various tourism authorities, currently shows outdated figures, the latest being from June 2024.
Karim Chalita Rodríguez, president of Tijuana’s Committee of Tourism and Conventions (Cotuco), highlighted that the decline in passenger numbers at Tijuana’s Abelardo L. Rodríguez International Airport is part of a national trend affecting other airports across the country. Chalita emphasized the need to bolster the region’s tourism image in the United States, specifically targeting California, Nevada, and Arizona to counteract the challenging economic conditions in these areas.
**Medical Tourism and Future Prospects**
Medical tourism in Tijuana has faced a downturn of 10-15% this year, though it still generates significant economic benefits, contributing around 21 billion pesos. Despite a moderate setback related to the number of conventions and the adverse economic conditions in California, the region remains optimistic about growth in 2025 with the upcoming Mexico Tourism Fair.
Despite these challenges, Tijuana registered a 9.4 million visitor count this year, signifying a 9.6% increase. Observers believe this may slightly rise by the year’s end, although accommodations are mainly needed for those visiting family and friends, suggesting an economic impact beyond just hotel occupancy.
**Secondary Article: National Trends and Outlook**
Nationwide, Mexico is experiencing a slowdown in its tourism industry, with a notable decrease in international arrivals. Francisco Madrid Flores, director of the Tourism Research Center at the University of Anáhuac, pointed out that this is partly due to insufficient tourism promotion funding compared to competitor countries like Spain and France, who invest heavily in advertising to attract tourists.
The COVID-19 pandemic had temporarily boosted tourism in Mexico due to travel restrictions elsewhere. However, as global travel patterns normalize, Mexico’s reliance on promoting itself in the international arena is magnified. The absence of a dedicated tourism promotion board and evolving tourist preferences may further impact the slowdown as potential visitors opt for destinations perceived as providing better value or experience.
Concerns regarding safety, as well as changes in visa policies affecting travelers from countries like Brazil and Peru, are also seen as contributing factors to the decreasing numbers in certain regions. To reverse this trend, industry experts suggest enhancing promotional strategies and addressing security concerns to make Mexico an attractive destination once more.