The importance of clusters in the economic development of the city of Tijuana ...............................................................pág. 11
Cardiological Innovation: The Interventional Revolution Beating in Tijuana ...............................................................pág. 16
Caffè Sospeso: A Legacy in Motion, from Tradition to Innovation ...............................................................pág. 22
Tips Reglamento de Tránsito ...............................................................pág. 24
Expo Artesanal: A celebration of Mexican roots through folk art. ...............................................................pág. 28
The Flavor of Tomorrow: The Future of Gastronomy in Tijuana ...............................................................pág. 30
Between Experience and Comfort: The Charm of the Boutique Hotel ...............................................................pág. 32
Border roads: Where the pedal drives the local ...............................................................pág. 34 Upcoming events ...............................................................pág. 36
Conoce la Ruta Ecoturística de Cueros de Venados ...............................................................pág. 38
Yumano Craftsmanship in Baja California
Carlos Villegas, a Pioneer of borderland cuisine.
Beats of Hope: The Work of the HGT Board of Trustees pág.
Opera in the Street: Celebration, Art, and Culture in its 22nd Edition
We cordially welcome our readers to this third edition of Tijuana Magazine. Last April, the Tianguis Turístico event was held in our city. It was of great importance to our region, as it exceeded expectations in terms of results, demonstrating Tijuana’s capacity to host this type of event. We have the appropriate hotel infrastructure, a variety of tourist attractions, and we cannot overlook the experience we have accumulated in organizing this type of event. This event brought together a significant number of buyers and sellers from various parts of Mexico, as well as from abroad. This solidifies our city’s status as a first-rate tourist destination, demonstrating the growing interest in our rich cultural and tourist offerings.
Likewise, in another context, Tijuana offers other entertainment alternatives, such as “Ópera en la Calle” and “FestiArte,” events that have captured the attention of an enthusiastic audience who value and enjoy high-quality artistic and cultural experiences. It’s worth mentioning that both events have been running for over a decade and have maintained the interest of their followers, as each edition presents new artistic and cultural offerings. Without a doubt, the upcoming events will leave spectators happy and satisfied. These types of activities contribute to strengthening Tijuana’s identity as a hub of contemporary culture.
DEAR READERS:
In this issue, you will also find an article dedicated to the art and culture of the Yumanos, an indigenous group that has left an indelible mark on the history and traditions of our region. It is essential to highlight the importance of their customs and legacy, which further enrich Tijuana’s cultural mosaic and invite us to reflect on our roots.
Likewise, it’s impossible to overlook the reason why we say Tijuana is hot. The city has experienced a resurgence in its cultural, culinary, and tourist offerings, attracting both visitors and new residents looking to be part of this exciting transformation. In this issue of Tijuana Magazine, we’ll embark on a fascinating tour through these events and others that continue to position our city on the vibrant cultural and tourist map. We invite you to join us in this exploration of the wonders and talents that Tijuana has to offer!
With appreciation and enthusiasm, Dr. Karim Chalita Rodríguez
HANDS THAT TELL HISTORY: YUMANO CRAFTSMANSHIP IN BAJA CALIFORNIA
By Lorena Arellano Zamora
In the heart of Baja California, the hands of Yuman artisans continue to shape the living memory of their people. With each piece created, the Yuman community reaffirms its identity, resisting the passage of time and the challenges of modernity to preserve the customs inherited from their ancestors.
María Eloísa González Castro, an Indigenous Paipái artisan originally from the community of Santa Catarina, in the municipality of Ensenada, is one of those guardians of tradition. She proudly shares how, through the art of basketry, pottery, and the production of natural products, her community continues to weave the legacy of one of the state’s most representative ethnic groups: “Every craft we make is part of our culture. We learned from our grandparents, and now we want our daughters and sons to continue this path,” she said.
Art that is born from the earth
Yuman hands work with the materials nature provides—clay, pine, palm, and seeds— transforming them into objects that go beyond the decorative; they are carriers of history, symbols of identity, and teaching tools.
Their products include basketry woven from palm and pine, jewelry made from wild seeds, and everyday objects that reveal the community’s ancestral knowledge. They also make rosemary shampoo, ointments and teas with the “governor” plant, and acorn coffee, practices that combine traditional knowledge with contemporary needs: “We continue to follow the advice of our ancestors. To cut a wild plant, we first ask permission. We are proud to continue doing what we learned as children,” said María Eloísa, who also promotes the preservation of the Paipái language and collaborates in its teaching in schools.
Current challenges, permanent resistance
However, not everything is easy for those who keep this tradition alive. One of the main challenges they face today is the restriction on access to the areas where they collected their materials, many of which have been privatized: “They no longer allow us to enter certain places. This makes our work very difficult, but we don’t give up,” he noted.
Despite the adversities, the Yuman community continues to create and project their art into the future. They are currently working on a project that will allow them to showcase their culture to a wider audience: the opening of their own museum.
“We’re a Paipái group called ‘Bright Star,’ and we’re working to open a museum. We hope to open it in August or September,” he said enthusiastically.
Let’s support our own
While that dream becomes a reality, María Eloísa appeals to tourists and Baja Californians: “We invite you to learn about and support our artisanal work. Every piece you buy is a way to help us keep our culture alive.”
Supporting indigenous artisans doesn’t just mean purchasing a handcrafted piece, but also actively contributing to the preservation of an ancient cultural heritage that still breathes, speaks, and creates high in the Baja California mountains.
HEROIC TIJUANA: CITY OF HEROES
By Gladys Ames
They say you can’t love what you don’t know, so today I want to share a story that, as Tijuana residents, belongs to us. A chapter that gives us identity and that, if we read carefully, can teach us about who we are and what we’re made of in this border city.
On May 8, 1911, while one of the most important social movements in our history, the Mexican Revolution, was taking place in the center of the country, the north remained neglected, making Baja California a vulnerable target.
In this context, two key figures emerged: brothers Ricardo and Enrique Flores Magón, who, exiled in Los Angeles, organized an armed expedition to take control of Baja California. Their objective was clear: to establish a socalled “Republic of Baja California.”
At that time, Tijuana was a community of fewer than 800 inhabitants; 300 of them were filibuster invaders, mostly Americans, well-armed and organized, who had arrived with the intention of occupying the city. Faced with this threat, one might think resistance was futile. What could a small group of poorly armed citizens and soldiers do against an enemy three times their size and better equipped?
And here the extraordinary begins…
Subprefect José María Larroque, accompanied by several police officers, and Second Lieutenant Miguel Guerrero, a young man of barely 20 years old in command of 25 soldiers, faced the situation; they were not alone. A group of brave citizens joined the defense; around 77 decided to resist.
Despite the odds against them, sitting idly by was not an option.
May 9th was the bloodiest day. The defenders, without ammunition, food, or hope of reinforcements, were forced to retreat to Ensenada in search of support. That day, some of these heroes fell in combat: José María Larroque, Juan Osuna, Clemente Angulo, Pastor Ramos, Miguel Mendoza, Francisco Cuevas, Alfonso Padilla, and an anonymous volunteer, whose name may have been lost in the records, but not in the collective memory of this city.
Today, his remains rest in the mausoleum located on Agua Caliente Boulevard, built in 1952 as a symbol of respect and eternal tribute.
For 46 days, the invaders occupied the city. They looted, destroyed, and vandalized. The enemy flag briefly flew over Tijuana, but it failed to dampen the spirit of its people.
Finally, on June 22, 1911, Colonel Celso Vega arrived with federal army troops, volunteers from Tijuana, Ensenada, San Diego, and Los Angeles, as well as soldiers from the Eighth Battalion of Sinaloa. The final battle took place in the Agua Caliente Hills… Tijuana was recaptured.
In 2011, one hundred years after that feat, Tijuana was officially declared a “heroic city.” Not because of a symbolic title, but because of the courage demonstrated by its daughters and sons at the most critical moment in its history.
We remember that defense not only as a battle, but as an emblem of what it means to love your land, because facing the impossible with our heads held high is part of the Tijuana spirit.
The busiest border in the world was once defended with honor. And that’s why, with pride, we live in a city of heroes.
THE IMPORTANCE OF CLUSTERS IN THE ECONOMIC DEVELOPMENT OF THE CITY OF TIJUANA
Dr. Karim Chalita Rodríguez President of the Tourism and Convention Committee of Tijuana, Baja California. Founding President of the Baja California Health Services Cluster A.C. (Baja Health Cluster)
At the beginning of 2000, the city of Tijuana, through the Tijuana Development Council (CDT), motivated by the global trend of seeking economic development models, undertook the task of creating what we know as clusters. This gave rise to several economic sectors that organized themselves to create this type of model. Over the years, various economic sectors have attempted to adopt this development model; many have attempted it, but few have succeeded. Currently, Tijuana has developed economic potential where clusters are part of this important process, giving rise to a growing economy. Companies, institutions, and organizations that share a common interest are vital to fostering competitiveness and innovation in our region, acting as true engines of growth and dynamism in the local environment.
CHARACTERISTICS OF A CLUSTER ACCORDING TO MICHAEL PORTER
Prominent competitiveness expert Michael Porter defines clusters as groups of companies and organizations concentrated in a specific geographic location, establishing interdependent and synergistic relationships. According to Porter, a cluster must possess several key characteristics that distinguish it:
1. Interconnection: Companies that are part of a cluster must be linked to each other through commercial, supply, and collaborative relationships, creating a dynamic ecosystem that fosters the exchange of ideas and resources.
2. Competition and cooperationClusters foster an environment where companies not only compete with each other but
also find opportunities to collaborate in areas of common interest, generating synergies that often drive innovation.
3. InnovationA cluster should act as a catalyst for innovation, facilitating the transfer of knowledge and technology among its members, allowing them to maintain a competitive advantage in the market.
4. Access to resources:Businesses must have access to vital local resources, including skilled human talent, adequate financing, and strategic suppliers, which are essential to operating efficiently and effectively.
ARE THEY REALLY PROMOTERS OF A CITY’S ECONOMIC DEVELOPMENT?
Undoubtedly, clusters have established themselves as drivers of economic development in cities. By fostering the union of companies dedicated to the same economic sector, they pool efforts and resources to compete in a global market. Furthermore, they generate employment and attract investment, thus contributing to the economic growth of the city and, consequently, improving the quality of life of its inhabitants.
CLUSTER VS. CIVIL ASSOCIATIONS
It is essential to establish a clear distinction between clusters and civil associations.
The primary objective of a cluster is the economic development of the region. All its actions are geared toward attracting wealth. However, it also seeks to improve quality processes, consolidate prices, and, above all, work with educational institutions to recruit professionals who are aligned with the region’s needs. Participation in public policy is fundamental to the development of an economic sector within the region, as it establishes the regulatory framework, providing the basis for the rules of the game that organizations must follow to operate. When a public policy favors the sector, this will be reflected in greater global competitiveness. However, overregulation or public policies that are merely coercive, without incentives for companies, or those that favor personal interests, will result in a less competitive sector and inhibit economic growth.
On the other hand, associations generally seek internal growth and will also seek support from authorities, but from the perspective of the group itself, rather than from the perspective of integration with the production chain. Depending on the sector, some will seek academic excellence, others tariff benefits, and others social benefits, to name a few. These generally compete with each other and, above all, with members outside their group. Unlike clusters, which, while also experiencing competition among their members, join forces to seek a globalized market.
ADVANTAGES AND DISADVANTAGES OF FORMING A CLUSTER
Advantages:
» Synergies: Companies can leverage collaboration and knowledge sharing, which significantly enhances their innovative and competitive capacity.
» Access to talentThe concentration of companies in a cluster attracts highly qualified professionals seeking new job opportunities, thus strengthening the region’s human capital.
» Innovation: The physical proximity between companies facilitates the generation of new ideas, products, and services, boosting business creativity and adapting to market demands.
» Integration of the entire value chain.
Disadvantages:
» Monopoly riskIf a cluster becomes too dominant, it can restrict competition, negatively impacting small and medium-sized businesses that cannot compete on a level playing field.
» Dependency: Firms can become dependent on cluster conditions, which could limit their ability to adapt to external changes and new market trends.
» Inequalities: Not all companies within the cluster can benefit equally, which can generate tensions and inequalities in the development of the different actors involved.
WHO FORMS A CLUSTER?
The main actors that should participate in a cluster are:
Companies: Private sector participation is the cornerstone of a cluster. Cluster formation must be driven by and governed by those who develop and create the economic activity. Participating here are small to medium-sized enterprises operating in a specific sector and seeking greater competitiveness and efficiency.
Educational institutions: Universities and research centers that provide knowledge, training, and fresh talent to the business ecosystem, contributing to the development of skills needed in the labor market.
Government: State and local entities that facilitate the development and regulation of the cluster, supporting initiatives and promoting policies conducive to economic growth.
Suppliers and distributors: Companies that offer the necessary inputs and services for the efficient operation of the cluster’s businesses, ensuring operational continuity.
CHALLENGES IN FORMING A CLUSTER
Clusters face various challenges in their formation and development, such as:
Coordinate interests: Aligning the goals and expectations of the different participating companies and entities can be a complicated and delicate process.
Financing: Securing the necessary resources to start and maintain a cluster often represents a significant challenge, as it requires a considerable initial investment and a sustainable financial plan. In developed countries, these resources initially come from the public sector.
Sustainability: Ensuring that the cluster is viable over the long term and able to adapt to changes in the economic and social environment is essential to its success and continued growth.
CLUSTER STRUCTURE: IS THERE A UNIVERSAL STRUCTURE?
There is no universal structure for clusters, as each one is unique and must adapt to the characteristics of the sector and the region in which it operates. The important thing is not the name they carry, as there are associations that develop as a cluster and, on the other hand, clusters that do not carry out the activities or follow the objectives of an economic development promoter throughout the value chain. It is crucial that, during the creation of the cluster, its members clearly define what a cluster is and what its purpose is. Most often, the difficulty lies in seeking the good of the sector and not just that of a particular company.
CONCLUSION
Tijuana is a city where clustering has been a generator of wealth for the region. Tijuana is home to a variety of important clusters, including:
1 Medical Devices Cluster
2 Baja California Health Services Cluster (Baja Health Cluster).
3 Information Technology Cluster.
4 Aerospace Cluster.
5 Automotive Cluster.
6 Other recently created clusters.
Clusters represent a powerful tool for Tijuana’s economic development. Their ability to foster collaboration and innovation among businesses can transform the local economy and position the city as a leader in diverse industries. This dynamic not only contributes to the well-being of its population but also promotes sustainable and resilient growth in the region.
I came to Tijuana with nothing. I came looking for something good... and I found it. It’s a city that gave me everything: business and family. I love Tijuana
WHERE FLAVOR MEETS FORESIGHT: CARLOS VILLEGAS, A PIONEER OF BORDERLAND CUISINE
By Elsy Pineda
In the early 1950s, a young man from Mexico City arrived in Tijuana determined to forge his destiny: Carlos Villegas. Attracted by the energy of this vibrant border, nothing stopped him, not even the call to the priesthood, which he abandoned to follow his dreams. He made his journey hitchhiking, and his first days in this city were spent on the streets, cold and penniless. Perhaps he didn’t imagine then that, decades later, he would leave an invaluable restaurant legacy for Tijuana.
Today, at 97 years old, Don Carlos can’t tell his story without mentioning his deep love for this city, to which he claims he owes everything: the success of his businesses, the love of his wife, and the joy of being a father. For this reason, he affirmed, his path in the restaurant industry is marked by hard work, honesty, and an endless gratitude to this land that welcomed him: “I came to Tijuana with nothing. I came looking for something good... and I found it. It’s a city that gave me everything: business and family. I love Tijuana,” he expressed with emotion.
A TAQUERIA, A DREAM
His first business was a taco shop: Taco Popof, opened in 1952, two years after settling in this city. At first, he did everything: cooking, serving, and cleaning. Little by little, the place grew stronger; he hired staff and began building customer loyalty. He soon turned his attention to the next project: the San Diego Café.
Don Carlos recalled that, in those years, Tijuana was known for its cabarets and curio shops, but the culinary offerings were limited. There were some fastfood places at affordable prices and a few upscale restaurants. He focused on quality, friendly service, and tourist attention, with the clear goal of attracting them back. Once the businesses became stable and had a good following, he would sell them and start a new one.
ONE CITY, 60 RESTAURANTS
Thus, he became one of Tijuana’s first great restaurateurs. His vision and drive led him to found more than 60 restaurants throughout his career, including Los Panchos, El Brasero, Hamburger Plaza, Amor, and Los Panchitos, to name a few.
He was even a key player in the success of two of Baja California’s most important restaurants: Villa Ortegas and Hacienda Ortegas, located in Puerto Nuevo.
One of the places he fondly remembers is the Boliche California cafeteria, located on Agua Caliente Boulevard, across from Calette, where he was discovered by Mrs.
Estelita de Nelson, who, upon observing his warmth and attentiveness to diners, invited him to take over the Nelson restaurant, which he managed to reopen in 1964.
“The Nelson is an icon of Tijuana. It was the first concrete building of that size on Avenida Revolución, and also the first to have an elevator. All travelers from all over the country who came to Tijuana arrived at the Nelson. There was no other building like it; there was Caesar’s, yes, but it was very different. The Nelson, with 100 rooms, stood out because it was the entrance to the city, on First Street,” Don Carlos emphasized.
A LEGACY THAT CONTINUES
Nelson’s restaurant is today a symbol of his legacy and continues to be run by his son, Francisco Villegas, also a promoter of local cuisine and a passionate lover of Avenida Revolución.
For Don Carlos, Tijuana’s evolution over the past 60 years has been astonishing. The city, he said, has become a productive hub, with an impressive culinary scene and entrepreneurs committed to their community: “We Tijuana entrepreneurs are grateful people. This city has given us so much, and the least we can do is give back with the best of ourselves,” he concluded with the wisdom of someone who has seen Tijuana grow, from the asphalt to the high stoves.
THE INTERVENTIONAL REVOLUTION BEATING IN TIJUANA
By Elsy Pineda
In the vibrant health tourism scene, Tijuana has emerged as a hub for highly specialized cardiology. With more than 60 cardiologists, 15 of them interventional cardiologists, and hospitals equipped with cutting-edge technology, the city is establishing itself as a key destination for national and international patients seeking advanced and reliable medical care.
Over the past three and a half decades, cardiology has undergone a profound transformation. The Baja California Cardiology Society (SCBC) has witnessed and participated in this evolution since its founding. Therefore, in the framework of its 35th anniversary, to be celebrated next September, it will hold a major congress in Tijuana, where specialists from across the country will discuss the most relevant advances in cardiovascular diagnosis, treatment, and technology.
In an interview, Dr. Lorenzo Arce, interventional cardiologist, director of the Tijuana Cardiovascular Group and president of the SCBC, spoke about interventional cardiology, one of the most cutting-edge and least invasive specialties in cardiology. It focuses on the diagnosis and treatment of heart disease using minimally invasive catheterization procedures, without resorting to open-heart surgery. He also discussed how this technique has revolutionized cardiac care in the region.
“Interventional cardiology is divided into two phases,” explained Dr. Arce. “The first is diagnostic and allows for a precise assessment of the condition of the arteries; the second is therapeutic and involves unclogging them if they are blocked.”
The procedure is performed through a catheter: a thin, flexible tube inserted through the groin or wrist until it reaches the heart. Once there, the coronary arteries are “painted” with a contrast agent that, under mobile X-rays, allows any obstruction or lesion to be observed in real time. Depending on the diagnosis, a stent (or endoprosthesis) may be placed, a small metal mesh that opens the artery to restore blood flow.
But the heart isn’t the only beneficiary. This technique is also applied to arteries in other areas of the body, such as the kidneys or extremities, with a clear advantage: it avoids surgical incisions, reduces recovery times, and minimizes risks. In fact, catheterization has a complication rate of less than 1%.
However, not all patients are candidates. Selection is based on clinical criteria and international standards that analyze family history, symptoms such as chest pain or difficulty breathing, and various diagnostic studies.
According to the specialist, cardiovascular diseases are the leading cause of death in Tijuana, particularly acute myocardial infarction. Furthermore, high blood pressure is the leading cause of medical consultations among adults: “Many of these conditions are
preventable,” he emphasized. Therefore, he recommended annual heart checkups, even without symptoms, and being aware of risk factors: family history, diabetes, smoking, high cholesterol, hypertension, and stress. He also urged people not to ignore warning signs such as chest pain and shortness of breath.
He also stressed the importance of adopting a healthy lifestyle: walking at least 10,000 steps a day, getting eight hours of sleep, maintaining a protein-rich diet, avoiding tobacco, and setting aside time for rest and recreation.
“Listen to your heartbeat,” he concluded.
It avoids surgical incisions, reduces recovery times, and minimizes risks. In fact, catheterization has a complication rate of less than 1%
BEATS OF HOPE: THE WORK OF THE HGT BOARD OF TRUSTEES
By Elsy Pineda
In the heart of Tijuana, a non-profit organization has transformed childhood cancer care in Baja California, not only with resources but also with humanity, dignity, and love.
It is the Tijuana General Hospital Trust (HGT), an independent association that, for more than two decades, has provided comprehensive support to children and adolescents facing this difficult disease.
Since its founding in 2001 and with a defined focus on pediatric oncology since 2008 the HGT Trust has left a profound impact on thousands of families. Currently, Tijuana General Hospital treats approximately 60% of pediatric cancer cases in the state, receiving patients from communities such as San Quintín, Ensenada, and Mexicali. Faced with this situation, the HGT Trust responds with sensitivity, commitment, and a comprehensive vision for medical care.
Beyond medical treatment
Although treatments such as chemotherapy are administered directly in the hospital, the Patronato covers a range of needs that go far beyond. Carolina Reyes, director of the organization, explained that its work consists of offering “complementary support” that often makes a difference: from special pediatric needles to pain relief patches for injections.
“These are details that completely change the experience of the young patients,” she stated.
“This comprehensive support has yielded measurable results. In 2008, the survival rate was just 8%. Today, in 2025, it will reach an impressive 76%, well above the national average, which ranges between 50% and 55%. This progress is due not only to medical treatment, but to an entire environment of physical, emotional, and social care,” she added.
Casa Mi Estancia: a second home
One of the HGT Trust’s most representative projects is Casa Mi Estancia, opened in 2014 and located in the Buena Vista neighborhood. It was conceived as a refuge for outpatients and their families. Here they receive free accommodation, organic food, daily transportation to the hospital, psychological and dental care, and perhaps most importantly a safe environment free from everyday worries.
The home also serves as a shelter for patients who, although already discharged, remain immunocompromised and need a safe space to recover safely.
Bridges of life
Thanks to strategic alliances with institutions such as Rady Children’s Hospital of San Diego and the international organization St. Jude, the Board also manages humanitarian visas for specialized treatments in the United States. These collaborations have been key to training local medical personnel and updating care protocols.
Support at every stage
The work of the HGT Trust doesn’t end with the final chemotherapy treatment; the team supports families throughout the medical monitoring phase, which can last up to five years after treatment. They celebrate birthdays, academic achievements, and symbolic moments like the “bell” that marks the end of chemotherapy.
Even in the most difficult times, when treatment stops working, the Board provides palliative care and support with funeral expenses, reaffirming its commitment to never abandoning families.
Solidarity as a driving force
All of this is possible thanks to a small but deeply committed team. There is no recovery fee: housing, food, transportation, and psychological care are completely free for beneficiary families. The Board sustains its operations through creative fundraising events, corporate partnerships, public calls for funding, and community support.
Although the majority of their efforts are directed toward pediatric oncology, they also provide support—when possible—to patients from other specialties. However, Casa Mi Estancia is exclusively dedicated to pediatric cancer patients, given their specific needs for protection and care.
A refuge of hope
What began as a conversation between friends in 1999 was formalized in 2001 and took definitive shape with the acquisition of a neighborhood in 2014. Since then, Casa Mi Estancia has welcomed hundreds of families who have found not only a roof, but a refuge of humanity and hope.
“Our goal is for parents to be able to focus on what’s most important: loving, caring for, and supporting their children. We try to take care of everything else,” Reyes said.
The HGT Board of Trustees reminds us that when the community unites, solidarity and empathy can be as powerful as any medicine. In the midst of the most difficult situations, their work demonstrates that hope can also be organized.
CAFFÈ SOSPESO: A LEGACY IN MOTION, FROM TRADITION TO INNOVATION
By Elsy Pineda
In the heart of Tijuana, where the border blurs and culture merges, a steamy and aromatic revolution has emerged: specialty coffee. At the center of this movement is Café Sospeso, a coffee shop that has transformed a family dream into an emblem of quality, environmental awareness, and social transformation.
The
best coffee
Founded in 1998 by Alberto Song and his mother, Elvira Trujillo, Café Sospeso was born from a shared love of coffee and the intention of creating a space for true lovers of this traditional beverage. At that time, Tijuana had a few coffee shops, but it didn’t experience the coffee-infused atmosphere that characterizes it today.
“We started it out of curiosity. We had
the land and the idea that it could be something beautiful, and little by little we began to expand, becoming more professional,” said Alberto Song, a certified international coffee taster and key figure in the region’s coffee value chain.
Café Sospeso’s philosophy is summed up in a phrase by Doña Elvira: “To make the best coffee humanly possible.” This doesn’t mean achieving a perfect cup, but rather creating a complete experience that respects every step of the production chain, from the coffee farmer to the end consumer.
Sospeso’s mission has been to offer a coffee that can be appreciated without sugar or milk, allowing its natural attributes, aromas, flavors, and textures to speak for themselves. This approach requires a firm commitment to quality, traceability, and ongoing training.
But it’s not just about what happens in the cup. Café Sospeso has become a pioneer in the comprehensive use of coffee, developing a pilot project that gives rise to its cold brew, infused with a syrup extracted from the husk and pulp of the bean, thus utilizing all parts of the fruit. Furthermore, coffee grounds are reused in local greenhouses as compost, demonstrating a deep respect for nature and the circular economy.
Growth and evolution
Café Sospeso has not only witnessed, but also played a leading role in, the evolution of coffee in Tijuana. Today, the city boasts a vibrant, competitive coffee scene committed to quality. “Tijuana has evolved thanks to its proximity to the United States, and we currently compete with places like Mexico City,
Guadalajara, and Monterrey,” Song stated. “This growth has not been accidental. The professionalization of the sector, the arrival of new entrepreneurs with innovative concepts, and the demands of consumers have set a very high standard in the city,” he added.
Through direct connections with coffee growers, Alberto, for whom everything begins with a clear and human purpose, has understood the challenges of the Mexican countryside, committing to fairer and more sustainable practices, with the goal of closing the production cycle with a positive social impact. Therefore, beyond business, his calling is to create consumer experiences and dignify the work behind each cup of coffee.
In Mexico, more than 70% of the coffee consumed is instant, despite being one of the world’s leading coffee-producing countries. However, Song is convinced that if companies, large and small, join forces to promote specialty coffee, it could transform the market and, above all, consumer culture.
More than two decades after its founding, Café Sospeso remains true to its roots, but with an eye to the future: innovating without losing its essence, growing without forgetting its origins, and, above all, inspiring a new generation of consumers and entrepreneurs to see coffee as more than just a beverage: “We try to sell more than coffee: we sell experiences,” Song concluded.
TIPS REGLAMENTO DE TRÁNSITO
p Respetar los límites de velocidad, la señalización en México es en kilómetros (km) no en millas por hora (mph)
p Obedecer las señales de tránsito en todo momento
p Si toma alcohol no maneje, preferible nombrar un chofer asignado que no ingirió bebidas alcohólicas o tome un taxi.
p Al conducir no llevar en brazos a mascotas
p No deberá transportar un mayor número de personas que el señalado en la correspondiente tarjeta de circulación.
p Al observar una concentración de gente o peatones caminando sobre la vía sobre la que conduce, deberá disminuir la velocidad del vehículo y hacer el alto respectivo.
p Asegurarse que las personas que viajan en el interior de su vehículo tengan puesto el cinturón de seguridad y se encuentren sentados de forma apropiada.
p Si se encuentra acompañado por un menor de edad cuyo peso no sea mayor a 20 kilogramos, debe asegurarse que se encuentre en un asiento especial para niños, con el cinturón de seguridad puesto.
p Si al conducir escucha u observa un vehículo de emergencia debe disminuir la velocidad y alinearse a su derecha para permitir las maniobras que permitirán el avance del citado vehículo.
p Al detener la marcha de su vehículo debe asegurarse que no exista peligro para los ocupantes del mismo, así como asegurarse al abrir las puertas, no se ponga en riesgo a los peatones.
p En caso de ocurrir algún accidente de tránsito debe permanecer en el lugar donde ocurrió y cerciorarse que los ocupantes del vehículo se encuentren en buen estado. En el supuesto de que como resultado del accidente alguien resultará lesionado o fallece deberá evitar mover a la persona, solicitar servicios de emergencia y avisar a las autoridades competentes.
p Dejar espacio, en zonas suburbanas, para que el otro vehículo que intente adelantarlo pueda hacerlo sin peligro, excepto cuando a su vez trate de adelantar al que le preceda.
p No llevar entre sus brazos a personas o entre sus manos radios, teléfonos celulares u objeto alguno, ni permitir que otra persona, desde un lugar diferente al del conductor, tome el control de la dirección, distraiga u obstruya la conducción del vehículo.
p Si viaja a Tijuana, no se permiten los vidrios polarizados. Solo se permiten aquellos que vienen de fábrica.
Conozca reglamento accesando el código Qr.
OPERA IN THE STREET: CELEBRATION, ART, AND CULTURE IN ITS 22ND EDITION
By Elsy Pineda
To talk about Opera in the Street is to project Tijuana onto a unique international stage; an emblematic festival that, about to celebrate its 22nd edition, has managed to bring art, music, and culture to thousands of visitors, both local and international.
In an interview, festival director María Teresa Riqué shared details of this highly anticipated cultural event, which will take place for the second time in the heart of Tijuana’s downtown area.
A journey back to its origins, he said, began with a modest presentation at the now-defunct Café de la Ópera, located on 5th Street in the Libertad neighborhood, its home for two decades, which marked the beginning of this distinctive festival.
According to Riqué, during the venue’s anniversary celebration, a group of friends organized a performance with musicians and singers. Attendance exceeded expectations, and the small venue wasn’t enough: the audience began gathering on the sidewalk to listen from outside. Jokingly,
one of the attendees suggested that next time it should be held “on the street.” And thus, Opera in the Street was born.
For that first edition, some 300 people were expected; today, thousands fill the streets for each festival. An attendance of close to 12,000 is estimated, including loyal audiences and new visitors attracted by the uniqueness of the show. “The essence of the project remains intact: to break down the barriers of traditional theater and bring opera to public spaces, free and accessible to all,” the maestro noted.
After 20 uninterrupted years at the “Liber,” the festival’s growth necessitated a search for a space with greater infrastructure and logistical facilities. Therefore, starting in 2024, its new headquarters will be located on 11th Street, between Revolución Avenue, in the Downtown area. This relocation not only improves connectivity for attendees but also actively engages local businesses, who, after initial resistance, now eagerly await the festival’s arrival, aware of the cultural and economic impact it generates.
EMOTIONS AND ARTISTIC EXCELLENCE
The 2025 edition, which will be held on Saturday, July 12, from 3:00 p.m. to midnight, promises a day filled with excitement and artistic excellence.
The program includes local and guest choirs, as well as the participation of the Youth Symphony Orchestra; the traditional Chinese lion dance, now an icon of the event; a female choir; and the return of stage and vocal productions such as the Cenzontle Ensemble and the Orquesta del Refugio. Also featured is a string ensemble originating in the El Pípila neighborhood, under the direction of Maestro Juan de Dios Ruvalcaba, who has successfully brought together young talents in high-quality repertoires.
WITH A “FINISHING TOUCH”
The grand finale will feature a highimpact production of the second act of Giacomo Puccini’s “La Bohème.” This opera, one of the most performed in the world, will be presented in a vibrant and festive performance, ideal for an outdoor setting. The finale will feature local talent and guest artists from San Diego.
QUITE AN EXPERIENCE
But the experience goes beyond the stage. Although the food court has been reduced to give priority to established businesses, the atmosphere retains its community feel: familiar, street-like, full of discovery.
Attendees don’t just enjoy the music: they stroll, socialize, eat delicious food, and, in many cases, discover new vocations.
“There are those who attended the festival as children and discovered their passion for music there, watching young people perform on stage,” Riqué said.
“Organizing an event of this magnitude is no easy task. Planning begins in September of the previous year, with program development, logistics, and funding management. More than 400 people, including artists, technicians, creatives, and volunteers, make this cultural celebration possible,” he added.
SYMBOL OF IDENTITY
Today, Opera in the Street is much more than a festival: it’s a symbol of Tijuana’s identity. A landmark that has transcended generations, administrations, and stages: “It’s a seed that was planted and has borne much fruit. A show that is here to stay and will continue, even after we’re gone,” the director emphasized.
A CELEBRATION OF MEXICAN ROOTS THROUGH FOLK ART.
By Lorena Arellano Zamora
Exploring Mexico’s 32 states, learning about their history, colors, flavors, and crafts, is a dream shared by thousands of people. In Tijuana, this dream becomes a reality every year thanks to the “Expo Artesanal,” an event that, for two decades, has brought the public closer to the country’s cultural riches, all in one place.
Founded 20 years ago as an initiative of the Tijuana Tourism and Convention Committee (COTUCO), this fair has grown to become a cultural landmark at the regional and national levels.
It’s a pride to have our ethnic groups represented. They don’t just bring products; they bring history, identity, and a legacy that we must preserve.
TRADITION THAT EVOLVES
Mario Murrieta Arellano, general director of the “Expo Artesanal 2025,” said that the event, held on the esplanade of the Tijuana Cultural Center (CECUT), not only represents a showcase of folk art, but also a true bridge between communities and cultures: “Year after year, tourism authorities from different states seek us out to include their artisans on this platform. They know that their work is recognized, valued, and promoted here,” Murrieta explained.
In 2025, the fair celebrated its 24th edition, held from May 15 to 18, with nearly 15,000 attendees and participation from 16 states, including Puebla, Veracruz, Chiapas, Oaxaca, Guanajuato, Jalisco, Zacatecas, and the State of Mexico.
INDIGENOUS PRIDE: THE SOUL OF BAJA CALIFORNIA
One of the most representative moments of this edition was the presence of indigenous artisans from Baja California, invited by the Secretariat of Economy and Innovation (SEI). The Paipai, Kumiai, and Kiliwa communities shared their creations and traditions, offering an intimate look at the legacy of the region’s indigenous peoples: “It’s a pride to have our ethnic groups represented. They don’t just bring products; they bring history, identity, and a legacy that we must preserve,” commented Murrieta Arellano.
A FAIR THAT TRANSFORMS
Aware of changing public tastes, but above all, faced with the need for innovation, the “Expo Artesanal” has transformed. For several years now, two editions have been held annually, in May and November; the latter is dedicated to garments and products typical of the winter season: “Artisans are evolving. They respond to current trends and needs without losing the essence of their craft,” emphasized the event director.
MORE THAN A FAIR, AN EXPERIENCE
The “Expo Artesanal” is not just a place for buying and selling; it’s a meeting point, a stage for intercultural dialogue, a window to discover that behind every handcrafted piece lies a story, a family, a corner of Mexico waiting to be discovered: “The goal is to continue growing, to continue sowing culture, promoting each state in the country and, with it, our roots,” concluded Murrieta Arellano.
THE FLAVOR OF TOMORROW: THE FUTURE OF GASTRONOMY IN TIJUANA
By Elsy Pineda
In Tijuana’s vibrant culinary scene, ambitious proposals have emerged that seek to fuse each of their concepts with the local spirit, innovating and attracting diners with unique dishes. However, the true future of gastronomy lies in offering unique experiences and, above all, happiness.
According to Pedro Velarde Padilla, general manager of Grupo Zíbaris, Tijuana possesses a unique quality that has allowed for the emergence of bold, unconstrained concepts:
“For me, Tijuana’s tradition is that there is no tradition, and that gives you a lot of freedom to experiment,” he noted.
While in many regions of the country, recipes and ingredients are deeply rooted in cultural identity, Tijuana represents fertile ground for the new, the hybrid, and the daring. This environment, he said, has been ideal for the offerings that have successfully integrated two of his group’s brands under one roof and with a shared purpose: Mantequilla, focused on breakfast, and Saketori-Ya, a Japanese-Mediterranean
fusion for afternoons and evenings. “Our goal wasn’t to create a profitable restaurant, but one where every customer who visits us leaves happy,” he explained.
Innovate with purpose
In an industry where culinary trends change rapidly, Velarde Padilla maintained that the true driving force of innovation must always be purpose: “You can innovate as long as you are very clear about your purpose. In our case, it’s generating happiness through honest hospitality and memorable experiences,” he expressed, emphasizing that this has been the guiding principle behind his culinary projects.
Although he’s had his share of setbacks by losing sight of his essence, he’s understood that his mission is to generate happiness: “That happened to us when we tried to educate customers about what’s ‘correct’ in traditional Japanese cuisine. And that simply didn’t work. I realized that my mission isn’t to educate, but to generate happiness.”
“I greatly respect Japanese culture, but I understood that customers don’t come for a class, but rather for a good experience. If they want toreados chiles or spicy chipotle mayonnaise... welcome!” he added.
The Baja California fusion
One of the distinctive elements of their dishes is their strong roots in the region. Although their inspiration comes from Japan, around 80% of their seafood is from Baja California. “We use tuna, kampachi, sea bass, and totoaba—all top-quality local produce. We also use many vegetables from the region. The rest comes from other parts of Mexico, the United States, or even Japan, but our base is Baja California,” he explained.
This fusion of international and local cuisine reflects Tijuana’s flexible and multicultural identity: “Here you can eat Caesar salad, tacos, and sip wine from the Valle de Guadalupe at the same table. It’s a city where everything fits,” he said.
More than food, experiences
His vision for the future of Tijuana’s gastronomy is forceful: “More than food, what’s coming is experiences.” The focus, he noted, no longer lies solely on the product or the chef, but on how the moment of eating is experienced, offering environments that invite enjoyment and connection.
Finally, Velarde Padilla advised those entering the food industry: “Everything is already on the internet: the recipes, the techniques… What’s missing is how to lead a team, how to inspire people. The most difficult challenge is leadership,” he emphasized.
The secret ingredient
While technique is important, what truly transforms a restaurant into an unforgettable experience is passion, empathy, and commitment to the customer. The formula for success, in his own words, is simple and powerful: “Everything revolves around one goal: making people leave happy,” he concluded.
Por Elsy Pineda
BETWEEN EXPERIENCE AND COMFORT: THE CHARM OF THE BOUTIQUE HOTEL
By Elsy Pineda
When it comes to choosing a place to stay, the decision goes far beyond price or location. It’s about the experience, that “something” that transforms a simple night’s rest into a memorable memory.
In this sense, boutique hotels have gained ground, positioning themselves as an ideal option for those who, more than comfort, seek connection, design, personalized service, and, above all, hospitality.
An experience beyond just a stay
In an interview with Edrick Reyes, the executive director of Hosperation, the consulting firm behind the Brecha Boutique Hotel in Tijuana, he shared the key features that distinguish this type of accommodation and why more and more travelers and locals are choosing this concept: “Beyond size, which generally doesn’t exceed 33 rooms, what defines a boutique hotel is its personality. Each room must be distinct, with its own spirit, design, and layout. The hotel must have its own soul,” he explained.
“This not only becomes a promotional strategy, but also the way guests are welcomed, cared for, and valued. The big difference compared to traditional hotel chains lies in personalization. A boutique hotel can offer hyper-personalized service. A large hotel can also try, but it requires a much larger and more trained team to achieve it,” he added.
The key is to redefine comfort.
“A former boss once told me, ‘I don’t want to feel at home… at home I wash the dishes and clean up my mess.’ It made me realize that guests want to feel comfortable outside their routine, because they’re paying for it. The boutique traveler is a connoisseur who expects quality, exclusivity, and impeccable service.”
This approach translates into unique details, such as a pillow menu or exclusive rooms, each of which tells a different story.
When to stay at a boutique hotel?
“The answer is always. Even if you live in the city, it’s a pleasure to get away from your routine and stay somewhere that pampers you, where you don’t have to do anything but enjoy yourself. Watching TV at home isn’t the same as sitting in a room with premium bedding and room service,” she said.
So, the next time you travel—or want to escape the daily grind—consider a boutique hotel. It might not only change your rest, but also the way you travel.
The big difference compared to traditional hotel chains lies in personalization. A boutique hotel can offer hyperpersonalized service.
BORDER ROADS: WHERE THE PEDAL DRIVES THE LOCAL
by Lorena Arellano Zamora
Her love of cycling and the thrill of riding through the streets of Tijuana on two wheels inspired Mercedes Ponce de León to found “¿A Dónde Rodamos?” (Where Do We Ride?), a cycling collective that, for almost two years, has transformed the simple act of pedaling into a community and cultural experience.
Border tracks
On the first Sunday of every month, this group of enthusiasts gathers to participate in organized rides with a dual purpose: to enjoy urban cycling and promote local consumption.
Far from being a sporting activity, these rides seek to boost small businesses and foster a more bicycle-friendly city: “The starting and ending points are always local coffee shops or breweries,” said Ponce de León.
“We want the cycling community, on both sides of the border, to know about and support these spaces,” he added.
According to its founder, the initiative has been well received, and more and more businesses are willing to join in and welcome cyclists.
The idea was born, he said, while waiting to cross the border to participate in a race in San Diego. At the time, he thought about how valuable it would be to have a similar activity in his hometown.
Today, “Where Do We Roll?” is not only a reality, but is also constantly evolving.
The routes covered are carefully planned by Mercedes, who pre-test them to ensure they are safe, low in traffic, and accessible for people of all fitness levels. On average, each ride covers approximately 18 kilometers.
Upon arrival at their final destination, a local coffee shop or brewery, participants enjoy special discounts, socialize with each other, and participate in raffles, thus strengthening community ties and a sense of belonging.
Safety is a priority. Therefore, rides are exclusively for adults, and every logistical detail is carefully planned to ensure a positive experience for all participants.
Vision for the future
Among the group’s goals is to establish itself as a civil association. This would allow them to access funds to help cover expenses that, until now, have been covered personally by its organizers. They also seek to continue promoting a culture of road safety and work with businesses to ensure they have adequate infrastructure for cyclists.
Mercedes invites those who wish to join or learn more about the group to follow them on Instagram at @ adonderodamos, where they share details of their upcoming rides and activities.
JULY
Roberto Chairez “Standup”
Date: 3 de julio de 2025
Place: Antigua Bodega de Papel
Feria de Rosarito 2025
Date: 3 al 27 de julio de 2025
Place: Plaza San Fernando
Luis Ángel “El Flaco”
Date: 5 de julio de 2025
Place: Palenque Tijuana
Festival del Clamato y el Cheviche
Date: 5 y 6 de julio
Place: Playas de Tijuana Calle del Faro
22vo. Festival Ópera en la Calle
Date: 12 de julio de 2025
Place: Calle 11. Av Revolución.
La Margarita más Grande el Mundo
Date: 11 al 13 de julio de 2025
Place: Hipódromo Caliente
Tijuana Con Olor a Café
Date: 19 de julio de 2025
Place: Av. Revolución. 5ta a 6ta
Mesmo Rollo
Date: 20 de julio de 2025
Place: Foro Jai Alai
AUGUST
Gira Rich Mafia: Gera MX y Alemán
Date: 2 de agosto de 2025
Place: Audiorama El Trompo
Jaripeo Baile la Catedral
Date: 02 de agosto
Place: Nuevo Toreo de Tijuana
Rels B a new Star Tour
Date: 9 de agosto de 2025
Place: Plaza Monumental
Festival del Clamato
Camarón y Pescado
Date: 8 y 9 de agosto
Place: Malecón Playas de Tijuana
Shakira en Tijuana “Las Mujeres
Ya No Lloran Tour 2025”
Date: 11 de agosto de 2025
Place: Plaza Monumental
SEPTEMBER
¡A vivir! Odín Dupeyron
Date: 1 de septiembre de 2025
Place: CECUT
OCTUBRE
Arcano
Date: 3 de octubre de 2025
Place: Foro Jai Alai
Enjambre
Date: 4 de octubre de 2025
Place: Audiorama El Trompo
Beret en Tijuana
Date: 11 de octubre de 2025
Place: El Trompo
Chayanne “Bailemos
Otra Vez Tour 2025”
Date: 16 de octubre de 2025
Place: Estadio Chevron
Panteón Rococó
Date: 18 de octubre de 2025
Place: Pendiente
Esteman & Daniela Spalla
Date: 24 de octubre de 2025
Place: Foro Jai Alai
NOVEMBER
Manuel Medrano
Date: 07 de noviembre
Place: Foro Jai Alai
Caifanes
Date: 08 de noviembre
Place: Plaza Monumental
Playas de Tijuana
Los Auténticos Decadentes
Date: 22 de noviembre
Place: Foro Jai Alai
DISCOVER THE CUEROS DE VENADOS ECOTOURISM ROUTE
Encounter nature, culture, and history
By Lic. Celia Garcia
This route is for nature lovers. It covers a 30-kilometer area with incredible landscapes, rural roads, spas, buildings over 150 years old, and vestiges of indigenous communities. It is an encounter with the nature, history, and culture of our region. Something worth noting is that along this route, there are several ranches offering accommodation in country houses or cabins, where you can rest and relax from everyday life. Immerse yourself in this unique experience. Here you can camp,
hike, horseback ride, bike, rappel, and more. We recommend visiting this area, where you can find wonderful places away from the hustle and bustle of the city. Whether you want to practice sports, enjoy recreation, or simply relax, surrounded by nature, in a rural setting. You can even find a vineyard and a waterfall, especially during the rainy season. The costs to enjoy the different amenities are not that expensive; there is something for everyone, and the owners are known for being hospitable and good hosts to visitors.
RUTA DEL MAÍZ AND MICTLÁN
Located near Boulevard 2000, they offer themed celebrations for the Day of the Dead and Halloween, both of which are celebrated in this border city. They also offer natural settings related to spring. Each location adds its own unique touch by setting up natural settings so attendees can take photos in the fields of marigolds, spring flowers, and other attractions..
RANCHO CASIAN
At Rancho Casián, you’ll feel the adrenaline rush of the rodeo, whose season runs from April to November. The site also features an interesting dining area, among other amenities.
VIÑEDOS ALTOS BAJA
Tucked away at kilometer 1 of Route 9 is Viñedos Altos Baja, offering high-quality, full-bodied, and flavorful red, white, and rosé wines; an excellent option to enjoy and share special moments. Concerts and events are held here, particularly during the summer, where you can sample their various labels.
KUMIAI PARK
This is a 100% family-friendly park, where fun is guaranteed with the best adventure activities, such as acrobatic courses, 1,500-meter adrenaline-pumping zip lines, a motorcycle circuit, horseback riding, biking, a camping area, grills, and a children’s pool
BAJA CALIFORNIA COMMUNITY COWBOY MUSEUM
Further along this route, there is a museum with antique utensils and tools dating back to the establishment of the great ranches, such as the Museo del Vaquero, a building more than 150 years old. It is a cultural site, with areas for camping, hiking, and biking.
