Tijuana Expecting Surge in Tourists for Valentine's and President's Day Weekend

Tourism officials predict a 20% increase in visitors from Southern California crossing the border.

Published on Feb. 14, 2026

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Tourism officials in Tijuana are expecting a 20% increase in visitors from Southern California this weekend due to the Valentine's Day and Presidents' Day holidays. An average of 45,000 people cross the border from California on a normal weekend, but the city's Tourism and Convention Committee president Karim Chalita Rodríguez anticipates higher numbers as people come to visit, spend time with family, or vacation for a few days. Chalita Rodríguez expects restaurants to be packed and hotels to see more reservations than usual as couples celebrate Valentine's Day.

Why it matters

Tijuana's tourism industry is a major economic driver for the city, and holiday weekends like this can provide a significant boost. The influx of visitors from California also highlights the close ties between the border regions and the interdependence of the economies on both sides.

The details

According to Karim Chalita Rodríguez, president of Tijuana's Tourism and Convention Committee, the city is expecting a 20% increase in tourists from Southern California this weekend compared to a normal weekend. On average, 45,000 people cross the border from California into Baja California on a typical weekend. Chalita Rodríguez says the city is anticipating higher numbers as people come to visit, spend time with family, or vacation for a few days over the Valentine's Day and Presidents' Day holiday period. He expects restaurants to be packed and hotels to see more reservations than usual as couples celebrate Valentine's Day.

  • An average of 45,000 people cross the border from California into Baja California on a normal weekend.
  • This weekend, Tijuana is expecting a 20% increase in visitors from Southern California due to the Valentine's Day and Presidents' Day holidays.

The players

Karim Chalita Rodríguez

The president of Tijuana's Tourism and Convention Committee.

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What they’re saying

“We believe this weekend is going to follow a pattern of an increase in visitors whenever there's a holiday, many come down to visit or spend time with family, some just want to vacation for a few days.”

— Karim Chalita Rodríguez, President, Tijuana Tourism and Convention Committee (wane.com)

“The fact the holiday coincides with the 14th, you'll see a lot of packed restaurants totally filled with tourists.”

— Karim Chalita Rodríguez, President, Tijuana Tourism and Convention Committee (wane.com)

The takeaway

Tijuana's tourism industry is poised to benefit from the influx of visitors from Southern California over the Valentine's Day and Presidents' Day weekend, highlighting the close economic ties between the border regions and the importance of holiday travel for the local economy.