Tijuana Launches Fast-Lane Passes for El Buen Fin Shoppers

Tijuana is enhancing shopping experiences for visitors by offering fast-lane border passes during the El Buen Fin shopping event, which commenced on November 9 and will continue until November 13. This initiative aims to facilitate quicker re-entry into the United States for shoppers coming from San Diego. El Buen Fin, translated as “The Good Weekend,” is a major retail event in Mexico, drawing participation from over 200,000 businesses nationwide, including numerous retailers in Tijuana.

Bright red signs in Spanish adorned several stores at Tijuana’s Plaza Río shopping mall on Thursday, declaring “The best prices of the year are here.” The fast-lane passes were first introduced last year as Tijuana officials sought to attract more visitors during this crucial shopping period. Traditionally, these passes are reserved for individuals traveling to Tijuana for medical or business purposes, as well as for cross-border students.

Pedro Montejo Peterson, Tijuana’s Secretary of Economic Development, noted that visitors using the passes can access a designated lane on the Mexican side of the San Ysidro or Otay Mesa Port of Entry. This program is separate from U.S. Customs and Border Protection operations and does not alter the inspection process upon entry into the U.S.

During the five-day sales event, at least 2,000 fast-lane passes will be available. Last year, not all the passes were requested, which Montejo Peterson attributed to limited promotional efforts. He expressed optimism for a stronger response this year, stating, “We expect many more people to take advantage of these passes.”

To obtain a pass, shoppers must send a photo of their receipt, along with images of their U.S. identification and license plate number, via WhatsApp to designated numbers. They also need to provide details such as the driver’s name, passenger count, and the port of entry’s medical lane they plan to use.

The tradition of crossing the border into San Diego for Black Friday shopping is well-established among Tijuana residents. Local officials aspire to cultivate a similar custom for U.S. visitors during El Buen Fin. As Olivaldo Paz, president of Tijuana’s National Chamber of Commerce, stated, “The idea is to boost business. It’s for all tourists, so they know they can return to the U.S. with a shorter wait time.”

Southern Californian shoppers typically seek products made in Mexico, including clothing and groceries, and many venture into Tijuana to explore new dining options. “We want to offer them what they can’t find in the United States, specifically Mexican products,” Paz added.

Last year, El Buen Fin generated approximately $9.3 billion in sales across Mexico, marking a 15% increase from 2022. Tijuana alone accounted for $323 million in sales, also reflecting a nearly 15% rise compared to the previous year. Despite economic challenges, projections for this year anticipate nearly $11 billion in sales, with the event extending to five days instead of four.

“Although economic growth has been somewhat sluggish, there are high expectations that this program will continue to positively impact the economy, as it has in recent years,” remarked Germán Osorio, a professor of economics and international relations at the Autonomous University of Baja California. Initiated 15 years ago, El Buen Fin is a collaborative public-private initiative designed to support businesses and stimulate economic activity. Osorio emphasized the program’s success, citing its consistent growth and the increasing number of participating businesses each year.

As Tijuana continues to promote its shopping scene, the introduction of fast-lane passes stands to enhance the experience for both local and international shoppers during this festive retail season.