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Page 7 of 87

A NEW VISION FOR TOURISM IN BAJA CALIFORNIA Tourism, like many other economic activities, requires constant monitoring in order to detect new trends and other alternatives. The global effects of tourism due to the COVID-19 Pandemic have generated many worldwide changes in tourism, including in Baja California. “Humans have had to adapt to many changes and new rules and normality’s impacting tourism. Thankfully, last year we experienced a reactivation in Baja California,” said State Governor Marina del Pilar Avila Olmeda. Having reinstated the State Secretary of Tourism, as one of her first actions after taking office in November, Governor Marina Del Pilar named Miguel Aguiñiga Rodriguez, a successful airline and tourism executive, to head the office. According to Secretary Aguiñiga, in 2021, the hotel occupancy was the same as before the Pandemic, and state airports registered over 90,000 air operations with Baja California receiving over 27 million visitors. He recognizes that the new state administration has many challenges regarding tourism and will have to work on topics like promotion, perception about the state, attracting new investments, planning events, and better training personnel. “It’s going to take a team effort– that’s why we are working with representatives from hotels, restaurants, wine and craft beer producers, tour operators, and medical tourism representatives among others,” said Secretary Aguiñiga. Governor Marina Del Pilar also mentioned that tourism will be more inclusive by benefiting all regions of the state like San Felipe where its International Airport is currently being remodeled. There will also be more support for concepts like social tourism, food and wine, cruise ships, rural attractions, and cultural activities. Governor Marina Del Pilar acknowledged the fact that Baja California is considered the Off-Road Racing Capital of the World due to the great joint effort between SCORE International and the Authorities and community, stating “The SCORE races are part of our identity and it’s great to have every year both worldwide promotion as well as an important economic benefit.”

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