With the support of the Mexican Consulate in San Bernardino, the Tijuana Tourism and Convention Committee has launched the campaign “Tijuana: Tienes que vivirla!” — an open invitation to rediscover the city through its culture, gastronomy, hospitality, and economic growth.
San Bernardino, California – In an afternoon charged with enthusiasm and border pride, Tijuana presented itself as a strategic tourist destination to a community of Hispanic leaders, institutional representatives, entrepreneurs, and allies from Southern California. Under the slogan “Tijuana: Tienes que vivirla!” the event aimed not only to promote the richness of the city but also to strengthen the cultural and economic ties that unite both regions.
Held at the Mexican Consulate in San Bernardino, the event marked a key moment in Tijuana’s international outreach strategy. More than just a tourism promotion, it was a declaration of identity — a city in constant transformation that has positioned itself as a bridge between Mexico and the United States, and as an epicenter of unique experiences, creativity, innovation, and hospitality.
During the opening remarks, hosting authorities highlighted the value of binational ties, celebrating these gatherings as a reflection of the dynamism that defines the border region. Representatives from the Tourism Committee and the Tijuana government then emphasized the coordinated efforts between public and private institutions to solidify Tijuana as a comprehensive tourist destination ready to welcome visitors from around the world.
As part of the program, a video presentation offered a panoramic look at the city: its cultural attractions, diverse culinary offerings, expanding tourism infrastructure, and its key role as a hub for business, medical tourism, and real estate development. Through striking visuals and a clear message, Tijuana was portrayed as a city in constant reinvention, sustained by the work ethic and warmth of its people.
The event also featured speakers from strategic sectors within Tijuana’s tourism industry. Representatives from hospitality, the restaurant sector, culture, health tourism, and tour operations gave brief presentations on the advances, opportunities, and challenges facing the city in each area. This helped ground the “Tijuana: Tienes que vivirla!” narrative in concrete data and real-life testimonies.
Key topics included hospitality as a core value of the city’s tourism offer, the rise of internationally recognized culinary tourism, the explosion of artistic and cultural expressions in urban spaces, and the steady growth of the medical and real estate sectors, which have placed Tijuana on the radar of both investors and global visitors.
One of the most prominent themes was the city’s inherently binational character. Tijuana is not just a gateway to Mexico — it is a metropolis in constant dialogue with California and the world. Its ability to adapt, innovate, and offer authentic experiences has been fundamental to its position as a modern, safe, and diverse destination.
The event concluded with a closing video capturing the essence of the city: a unique blend of modernity, cultural identity, and forward-looking vision. Attendees were invited to visit the information booths to learn more about Tijuana’s attractions and to establish collaborative networks.
With this presentation, Tijuana takes another step forward in its consolidation as a globally minded tourism destination — open to the world, and deeply connected to its regional context. The invitation stands: to live Tijuana is to feel its energy, discover its richness, and become part of its constant evolution.
With this presentation, the city sends a clear message: Tijuana is ready to welcome you, surprise you, and make you want to come back.
Because Tijuana isn’t just a place to visit… it’s a place to live.
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