Baja California Sur Sets Its Sights on Surfing and Sports Tourism

A Vision for Surfing in BCS

Baja California Sur (BCS) is determined to transform its surf culture into a prominent aspect of its tourism strategy. Agustín Olachea, president of the La Paz Hotel and Tourism Business Association, emphasizes the importance of events like the Pacífico Surf Open Cerritos 2026 in establishing a sustainable tourism model that retains the region's unique essence.

"Not everything is Mexico City, not everything is bad news, not everything is politics. We need to talk about things that make us proud in this country,"

stated Olachea during the announcement of the tournament, scheduled for November 19-22 at Playa Cerritos.

The Pacífico Surf Open Cerritos is not just a competition; it is a platform to showcase the natural beauty of BCS and promote the sport of surfing. Olachea envisions the region as "the Hawaii of America," a place where the waves attract not only surfers but also tourists from around the globe.

An International Gathering of Talent

The upcoming third edition of the Pacífico Surf Open is expected to draw over 120 surfers from various countries, including the United States, Canada, Costa Rica, Israel, Italy, Germany, Finland, Chile, Sweden, Puerto Rico, and Barbados, alongside local talent from Mexico. This event is part of the WSL Qualifying Series QS 2,000, where competitors earn points to progress to the Championship Tour, the pinnacle of professional surfing.

"With this type of event, we can position our natural beauties in such an amazing sport,"

Olachea remarked, highlighting the potential for surfing to serve as a vehicle for promoting the state to new markets.

Among the confirmed participants are notable surfers such as Alan Cleland, Jhony Corzo, Sebastian Williams, and local favorite Lucas Cassity. The event promises to be a thrilling showcase of talent and skill, further enhancing BCS's reputation as a surfing destination.

Surfing, Community, and Economic Impact

Olachea believes that the impact of such competitions extends beyond the realm of sports. He emphasizes that surfing fosters community spirit, as events like the Pacífico Surf Open stimulate local hotels, restaurants, shops, and other tourism services.

"Surfing is about building community," he explained. "These events activate hotels, restaurants, and other tourist services."

He referenced the growth of the Tiatlón event in La Paz, which initially expected around 350 participants but ended up attracting 600. Now, it fills up quickly and generates millions of pesos in economic benefits. The Pacífico Surf Open aims to replicate this success while ensuring that growth is respectful of the environment.

"The challenge is to continue growing in a gradual, organic, and orderly manner while taking care of the environment,"

Olachea noted, emphasizing the shared commitment among authorities, entrepreneurs, and environmentalists to protect the territory.

With this philosophy in mind, the Pacífico Surf Open Cerritos aims to leave a legacy beyond just thrilling waves and stunning photographs. It seeks to inspire talent, attract visitors, and foster a deeper connection with nature. Olachea concluded, "We want to be Mexico's number one boutique destination."

All activities during the tournament will be free to the public, combining professional surfing with sustainability, music, gastronomy, and beach culture.