The Tijuana Tourism and Conventions Committee (Cotuco) is preparing to present the 2025 Tourism Merit Award, a recognition that for 34 years has celebrated individuals, companies, and organizations that elevate the name of Tijuana beyond its borders. Since its inception in 1991, the award has honored efforts that position the city as a cultural, gastronomic, academic, and tourism destination.
“The Tourism Merit Award was born out of the need to recognize those who passionately promote Tijuana,” said Cotuco president Dr. Karim Chalita Rodríguez during the announcement. “It’s not just about traditional tourism. We’re also talking about academics, entrepreneurs, artists, cultural promoters—anyone whose work attracts visitors and generates economic impact for the city.”
🔍 Selection Process and Criteria
Each year, a special committee of five advisors is formed to evaluate nominations, document achievements, and make the final selection. “It’s never an easy decision. There are many people with drive and vision who deserve to be recognized,” Chalita explained.
Over time, the selection process has evolved. “Some sectors advocate for honoring long-standing careers, even from a decade or two ago, while others push to highlight recent accomplishments, similar to international award shows,” he noted. That’s why the award includes two categories: one for lifetime achievement and another for contributions made during the previous year—2024, in this case.
Key criteria include promotional efforts, media presence, participation in international events, and measurable results in attracting visitors. “Having a successful business isn’t enough. You need to show that you’re actively promoting Tijuana beyond the city,” Chalita emphasized.
🌍 Ambassadors Who Cross Borders
Cotuco highlighted the role of those who represent Tijuana abroad—chefs, designers, academics, artists, and athletes. “They’re ambassadors who carry the city’s name to Europe, the U.S., and beyond. That also brings tourism,” Chalita said. The award aims to spotlight those whose talent and presence spark interest in discovering Tijuana.
“There are people who compete, cook, teach, walk runways, perform—and in every step, they speak well of Tijuana. That has enormous value,” he added.
📲 Social Media and Local Pride
Digital transformation has played a key role in Tijuana’s visibility. “Back then, we didn’t even know what the Internet was. Today, social media lets us share what we feel, our experiences. That’s been essential for people to know where Tijuana is and what we do here,” Chalita reflected.
Beyond media impact, the pride with which locals speak about their city is also valued. “We have the best tacos, the best food. People here are open, friendly. Tijuana is growing, it’s close to the U.S., to Rosarito—and we say that with pride. That voice matters too,” he said.
🏅 More Than an Award—A Shared Identity
The Tourism Merit Award 2025 doesn’t just recognize individual achievements. It celebrates emotional connection to the city, the ability to represent it authentically, and the collective drive that keeps it moving forward. “Whenever we travel, we speak well of Tijuana. It’s the love we have for our city. And that also brings tourism,” Chalita concluded.
With this edition, Cotuco reaffirms its commitment to honoring those who make Tijuana shine—locally and globally—recognizing not only what they achieve, but how they represent the city with pride, creativity, and vision.
📍 XXXIV Tourism Merit Award Ceremony
🗓 Date: Wednesday, September 25
🕖 Time: 7:00 PM
📌 Venue: Plaza Monumental, Playas de Tijuana
🎟 Ticket Price: $1,875.86 MXN
📞 Information & Tickets: Cotuco Tijuana · Tel. +52 664 684 0537
