Flavors that unite nations. The new culinary diplomacy between Mexico and the U.S.
- Editorial
- Aug 6
- 3 min read
In a world where economics, culture, and politics are increasingly intertwined, gastronomy has transcended its traditional role as a sensory indulgence to become a strategic vehicle for economic development and cultural diplomacy. The cities of Guadalajara, San Antonio, and Tijuana are emerging as key hubs in a growing movement: binational culinary circuits that position local cuisine as the core of a new cultural tourism model.
In 2024, cultural tourism with a culinary focus grew by 12.7% in Mexico and 9.4% in southern U.S. regions, according to data from the Mexican Tourism Promotion Council and the U.S. Travel Association. In Guadalajara, the Sabores de Jalisco program attracted more than 480,000 visitors, generating over 1.2 billion pesos in economic activity. Meanwhile, San Antonio strengthened its multicultural appeal through the Culinary Heritage Trails, reporting a 15% increase in international tourists seeking culinary experiences. Tijuana also reinforced its reputation as the epicenter of border cuisine with an 18% increase in registered food tours.
This trend is not only an economic driver for local economies but also a geopolitical opportunity. The culinary traditions of Mexico and the United States share more than ingredients—they share history, migration, and innovation. The creation of binational food circuits encourages cooperation among municipalities, business chambers, universities, and cultural organizations, promoting sustainable tourism and regional development. In 2024, at least 19 Mexican municipalities signed collaboration agreements with U.S. cities to promote culinary exchanges, food festivals, and training programs in cultural tourism, according to Mexico’s Secretariat of Foreign Affairs.
One of the most emblematic cases is the Tijuana-San Diego initiative: the Binational Culinary Corridor, a project led by the University of California and the Instituto Tecnológico de Tijuana. The initiative uses geolocation, artificial intelligence, and augmented reality to create interactive food trails. This academic-business partnership is becoming a replicable model—not only because of its economic success, which saw over $2 million in direct investment in 2024—but also due to its social impact, as it strengthens shared identities and local economic networks.
Technology has played a key role in innovation. Mobile applications developed by startups in Guadalajara and Austin allow tourists to customize their culinary routes, learn the history of each dish, and book immersive experiences in real time. Additionally, blockchain-based food traceability systems have begun to be used by local producers to certify the origin of traditional ingredients such as native maize and chiltepín peppers—core elements in the cross-border culinary narrative.
Despite the progress, the challenges ahead in 2025 are as complex as they are promising. The first is political: administrative and customs barriers still hinder the movement of food products and ingredients, directly impacting the authenticity and sustainability of binational culinary circuits. Secondly, there is an urgent need to strengthen professional training in cultural tourism and gastronomy—particularly in rural or high-migration areas—to prevent culinary gentrification and ensure meaningful participation from Indigenous and local communities.
From an economic perspective, it's essential to consolidate mixed financing mechanisms that allow small producers, local chefs, and cultural entrepreneurs to benefit from this new form of culinary diplomacy. Development banks, social impact investment funds, and binational technical cooperation programs must view gastronomy not as a peripheral sector, but as a driver of inclusive growth.
In terms of technology, expanding access to digital platforms, training in gastronomic marketing tools, and public-private partnerships will be critical to facilitating the export of cultural experiences in digital formats—such as documentaries, podcasts, and hybrid events that go beyond physical borders.
The integration of local gastronomy into cultural tourism is not a trend; it is a binational development strategy. In a global context marked by geopolitical tensions, migration challenges, and economic transitions, shared flavors can be more powerful than political speeches. In the kitchens of Guadalajara, the streets of Tijuana, or the markets of San Antonio, something greater than food is being prepared—a shared future is being cooked.
Written by: Editorial
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