May 18, 2026
Our Cross Border Region: The Importance of Understanding and Connecting Across CaliBaja
The last seminar of the 2026 Impact program gave the cohort the opportunity to spend the day in Tijuana, exploring what makes our shared region such a hub for innovation, solutions, and leadership.
The day was hosted at Plamex Huaqin, a maquiladora (manufacturing facility) that has been operating for the last 54 years in Tijuana, specializing in headsets and dial phones. Rodolfo Reyes, Vice President and General Manager of Manufacturing Operations, welcomed the cohort and offered an overview of the mission, values, and driving factors that continue to foster connection across the border.
The first presentation of the day was from Adriana Eguia Alaniz, Vice President of New Business, oficialVesta and Chair of Tijuana EDC. Who provided an overview of the region’s major industries. She highlighted Tijuana’s standing as the number one medical device manufacturer in the world, the depth of specialized contract manufacturing across the region, and the growing talent pipelines being built through university alliances connecting Tijuana with engineers and business professionals. She also pointed to San Diego as a model for education and workforce development, underscoring how the intersection of both cities creates a level of global competitiveness that isn’t easily matched by other areas, giving our shared region an edge on what we can accomplish.
The cohort then moved into a panel on Tourism in Baja California & Beyond, moderated by Barbara Melin Aguiar, Marketing & PR for the Tourism Trust Fund, State of Baja California, and featured Juan Carlos Rivas, Director of Public Relations and External Affairs, Cross Border Xpress, and Ivan Cortes, President, Baja California Hosts and Tour Operators Association as panelists. Their conversation explored the impact tourism has on the shared region, the growth potential of the Tijuana airport, and the misconceptions around safety that continue to shape how visitors perceive Mexico. The panelists also talked about the idea of a “two-nation destination” noting that many tourists visit both Mexico and San Diego within a single trip. The overarching message was that tourism on both sides of the border, whether through the airport, CBX, or local tourism operators, should be complementary rather than competitive.
After lunch the focused turned to the Tijuana River Valley (TJRV), with a presentation from Kenia Zamarripa, Vice President of International & Public Affairs, San Diego Regional Chamber of Commerce. Kenia walked the cohort through both the challenges and the opportunities the region faces from the contamination of the shared watershed. She touched on the need for new infrastructure, the six jurisdictions in the region that must align to create meaningful change, and sewage as the central issue. She also highlighted recent progress, including the five-pillar framework for binational solutions released by the San Diego Regional Chamber of Commerce and Prebys Foundation, and the recently rehabilitated treatment plant in Tijuana.
To close the day, the cohort toured the manufacturing floor of Plamex Huaqin, getting an up-close look at the scale and precision behind their operations. With 1,800 employees doing hands-on work every day, the facility has built robust systems to maintain quality and keep their workforce supported, including becoming the first company in Mexico to offer 100% Covid vaccine coverage when the virus first emerged. As an added piece of history, one of their headsets was used by Neil Armstrong when he delivered his famous words from the moon.
This seminar gave the cohort an inside look at just how interconnected our shared region truly is, the untapped opportunities that exist across the border, and the importance of relationships, trust, and connection for our economy, our health, and our future together.
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