From Tacos to Global Trends: The Gastronomic Revolution Connecting Guadalajara, San Antonio, and Tijuana
- Editorial
- Jul 3
- 3 min read
Gastronomy has evolved from being merely a cultural expression into a strategic tool for economic development and soft diplomacy between Mexico and the United States. In 2025, culinary tourism circuits promoted by cities such as Guadalajara, San Antonio, and Tijuana are proving that food-centered tourism not only generates significant local economic benefits, but also strengthens identities, promotes innovation, and projects the binational heritage onto global stages.
In 2024, cultural tourism with a culinary focus grew by 11.8% in Mexico and 9.2% in the United States, according to the World Tourism Organization and the U.S. Travel Association. Within this context, cities with strong regional culinary identities, robust air connectivity, and a thriving base of gastronomic talent emerged as key destinations in the post-pandemic travel boom. Guadalajara, for example, saw a 16% increase in tourists seeking culinary experiences—mostly from California and Texas—thanks to the rise of routes like the “Corn and Tequila Corridor,” an initiative supported by the Jalisco Tourism Department and local business clusters.
San Antonio, an emblematic city known for its Tex-Mex roots and recognized by UNESCO as a Creative City of Gastronomy, launched the Flavors Without Borders program in 2024. This network of events, festivals, and tourism circuits increased the average stay of international visitors by 22%, generating an estimated additional $180 million in spending. The inclusion of Mexican migrant chefs in festivals, collaboration with universities like UTSA, and the digitization of culinary experiences through augmented reality apps have been key to this success.
In northern Mexico, Tijuana has solidified its reputation as the capital of the “Baja-Med” style—a fusion of Pacific ingredients and Mediterranean techniques. In 2024, the city introduced the Binational Flavor Route, a project supported by the Baja California Tourism Promotion Council, linking restaurants, markets, vineyards, and food trucks in a circuit that extended into San Diego. This initiative drew more than 180,000 visitors in its first year, a 28% increase over 2023, according to the local Tourism and Convention Committee.
Beyond economic metrics, integrating gastronomy into binational cultural circuits is creating jobs for young people, professionalizing traditional trades, and revitalizing ancestral ingredients and recipes. Universities such as Tecnológico de Monterrey and Arizona State University are developing joint programs in culinary research and creative economies, helping to build a more sophisticated and value-added tourism offering.
On the tech side, digital platforms for reservations, reviews, and interactive tours have played a fundamental role. In 2024, 72% of international tourists interested in food experiences along the Mexico-U.S. border used a specialized app to plan their trip, according to a joint study by Google and the University of California San Diego. Additionally, innovations like the tokenization of culinary experiences (culinary NFTs) and blockchain-based ingredient tracking are beginning to emerge in Tijuana and Guadalajara to enhance authenticity, traceability, and immersive storytelling.
However, the road to fully consolidating this binational gastronomic revolution in 2025 still faces challenges. First, there is institutional fragmentation between cities, states, and cross-border agencies, making it difficult to develop a unified narrative of shared culinary heritage. Second, the digital divide and unequal access to technology in rural communities prevent traditional cooks, small eateries, and native producers from fully participating in the tourism boom. Third, the seasonality of tourism flows demands greater diversification to maintain year-round visitor engagement.
In a time when nearshoring, supply chain relocation, and subnational diplomacy are gaining momentum, integrating gastronomy as a strategic tool for identity, development, and binational promotion is not only desirable—it is urgent. Cities that succeed in combining culinary heritage with inclusive public policies, technological innovation, and cross-border collaboration will be best positioned to seize this unique opportunity.
Because within a taco, a Texan enchilada, or a sea urchin ceviche paired with wine from Valle de Guadalupe, there isn’t just flavor—there is a shared vision of the future between two nations, united by culture, commerce, and the table.
Written by: Editorial