Tijuana’s tourism board has a new president and a plan to ‘go get’ visitors as hotel occupancy edges up

Gilberto Gamiño Herrera is the new president of the Comité de Turismo y Convenciones de Tijuana (Cotuco), the city’s tourism and convention board, replacing Karim Chalita Rodríguez, Diario Tijuana reported on Oct. 8. Gamiño has 38 years of private-sector experience in tourism and transport and previously served as the committee’s secretary and treasurer. Melissa Ruíz Parra is the new vice president and Hernando Durán the secretary.

In an interview published by El Imparcial on Oct. 13, Gamiño put Tijuana’s hotel occupancy at about 68.4% this year, up from 67.5% the year before, in what the paper called a complicated year for the sector. “I don’t think we can just wait for tourists to show up. We have to go get them,” he said (our translation). Changing the city’s negative image is part of the job, he added, and it starts with an atmosphere of trust and good service.

His plan, as described to both outlets: promote Tijuana in other Mexican cities, leaning on the more than 39 direct flights from Tijuana to destinations in Mexico; present the city through alliances with business groups rather than big budgets; chase congresses and conventions at trade shows such as IMEX America, IBTM and the Tianguis Turístico; and market the city for medical, real estate, adventure, cultural, food, meetings, leisure and border travel. The new board will start with an internal review of the committee’s structure and budget. El Imparcial also noted that the exchange rate can favor U.S. visitors where businesses keep their prices in pesos.

What it means if you’re visiting

One event with Cotuco’s backing opens today, Thursday, Oct. 15: the committee’s director, Juan Coronado Ruiz, presented this week’s Expo Tequila with its organizing committee. The 25th edition runs on Avenida Revolución between Calles 8 and 9 through Sunday, Oct. 18, from 2 p.m. to 1 a.m. each day, with general admission at 150 pesos, according to Tijuana en Línea; see our event page. More weekend plans are on the calendar.