Jalisco and Cross Border Xpress forge alliance to attract visitors for 2026 World Cup

CBX connects San Diego with Tijuana Airport and, together with Jalisco, will facilitate the arrival of travelers from Southern California to Guadalajara and Puerto Vallarta

With the goal of strengthening air connectivity, promoting tourism between California and Jalisco, and boosting visitor arrivals for the 2026 FIFA World Cup, the Government of Jalisco, through the Ministry of Tourism, signed a joint work agreement with Cross Border Xpress (CBX).

The alliance will primarily incentivize the flow of travelers from Southern California to Guadalajara and Puerto Vallarta, strategic destinations connected via Tijuana International Airport and the binational CBX terminal.

CBX connects San Diego with Tijuana Airport and will facilitate, in conjunction with Jalisco, the arrival of travelers from Southern California to Guadalajara and Puerto Vallarta. This alliance will strengthen the state's presence in one of its priority markets and allow it to leverage the international platform that the World Cup represents.

“This agreement with CBX allows us to strengthen the promotion of Jalisco in California, one of our most important markets. We want more travelers to discover everything that Guadalajara, Puerto Vallarta, and the rest of the state have to offer, especially leading up to the 2026 World Cup, where Jalisco is ready to welcome visitors from all over the world,” stated the Secretary of Tourism.

In this regard, it was emphasized that Guadalajara and Jalisco are prepared to receive thousands of visitors during the World Cup, in addition to taking advantage of this international platform to promote the state's tourism, cultural, gastronomic, and entertainment offerings.

Cross Border Xpress is a binational terminal that connects San Diego with the Tijuana International Airport via a 119-meter enclosed pedestrian bridge, allowing for quick, safe, and efficient crossing of the border between Mexico and the United States.

Since its opening in 2015, more than 30 million people have used CBX, and currently more than 4 million passengers cross the border each year.

Among the most visited destinations from CBX are Guadalajara and Puerto Vallarta, whose connectivity continues to strengthen through operations by Volaris, Viva Aerobus, and Aeroméxico. Currently, the Tijuana–Guadalajara route has around 12 daily flights, while Tijuana–Puerto Vallarta has between three and four flights per day.

During the meeting, led by Jorge Goytortúa, CEO of CBX, it was emphasized that the 2026 FIFA World Cup represents a key platform for positioning Jalisco among national and international visitors.

As part of this joint effort, the Jalisco Ministry of Tourism and CBX will promote tourism strategies targeting the Californian market, with the aim of strengthening regional mobility and consolidating the state as one of Mexico's leading destinations in the lead-up to the 2026 World Cup.

CBX is currently developing its 2025–2030 Master Plan, which includes the expansion of the arrivals area, a new ground transportation center, improvements to food and beverage services, and the construction of an on-site hotel.

Jalisco and Cross Border Xpress Forge Alliance to Attract Visitors for the 2026 FIFA World Cup

With over 30 million users since its opening, CBX will promote and enhance connectivity strategies to strengthen tourism to Jalisco from California.

CBX connects San Diego with Tijuana Airport and, together with Jalisco, will facilitate the arrival of travelers from Southern California to Guadalajara and Puerto Vallarta.

With the goal of strengthening air connectivity, promoting tourism between California and Jalisco, and boosting visitor arrivals for the 2026 FIFA World Cup, the Government of Jalisco, through the Ministry of Tourism, signed a joint work agreement with Cross Border Xpress (CBX).

The alliance will primarily incentivize the flow of travelers from Southern California to Guadalajara and Puerto Vallarta, strategic destinations connected via Tijuana International Airport and the binational CBX terminal.

CBX connects San Diego with Tijuana Airport and will facilitate, in conjunction with Jalisco, the arrival of travelers from Southern California to Guadalajara and Puerto Vallarta. This alliance will strengthen the state's presence in one of its priority markets and allow it to leverage the international platform that the World Cup represents.

“This agreement with CBX allows us to strengthen the promotion of Jalisco in California, one of our most important markets. We want more travelers to discover everything that Guadalajara, Puerto Vallarta, and the rest of the state have to offer, especially leading up to the 2026 World Cup, where Jalisco is ready to welcome visitors from all over the world,” stated the Secretary of Tourism.

In this regard, it was emphasized that Guadalajara and Jalisco are prepared to receive thousands of visitors during the World Cup, in addition to taking advantage of this international platform to promote the state's tourism, cultural, gastronomic, and entertainment offerings.

Cross Border Xpress is a binational terminal that connects San Diego with the Tijuana International Airport via a 119-meter enclosed pedestrian bridge, allowing for quick, safe, and efficient crossing of the border between Mexico and the United States.

Since its opening in 2015, more than 30 million people have used CBX, and currently more than 4 million passengers cross the border each year.

Among the most visited destinations from CBX are Guadalajara and Puerto Vallarta, whose connectivity continues to strengthen through operations by Volaris, Viva Aerobus, and Aeroméxico. Currently, the Tijuana–Guadalajara route has around 12 daily flights, while Tijuana–Puerto Vallarta has between three and four flights per day.

During the meeting, led by Jorge Goytortúa, CEO of CBX, it was emphasized that the 2026 FIFA World Cup represents a key platform for positioning Jalisco among national and international visitors.

As part of this joint effort, the Jalisco Ministry of Tourism and CBX will promote tourism strategies targeting the Californian market, with the aim of strengthening regional mobility and consolidating the state as one of Mexico's leading destinations in the lead-up to the 2026 World Cup.

CBX is currently developing its 2025–2030 Master Plan, which includes the expansion of the arrivals area, a new ground transportation center, improvements to food and beverage services, and the construction of an on-site hotel.