EDITORIAL
By Laura Wong
The Greatly Anticipated 4th of July
Merchants from Baja California are anxiously awaiting the arrival of July 4th, because if sales continue to drop the way they have in the last few
months, many of them will have to close their stores and restaurants by the end of September.
Actually, there has already been a mass dismissal of employees due to shortened schedules in tourist oriented businesses. If the tourists don’t return
in July and August these businesses will barely survive through the low season after Labor Day, the last holiday weekend of the summer. If the high
(summer) season doesn’t recuperate, many of our businesses will not survive.
In the past, Memorial Day weekend reliably marked the start of the high season, but this year it was a dismal reflection of former visitor traffic.
Hotels were not at full capacity and the streets, shops and restaurants were empty. Since we rely on the summer heat and vacation season to drive
tourism we are now hoping that Mexican-American families will continue to come to Baja California.
Our tourism authorities are implementing a series of measures to improve the image of violence and insecurity the country currently has. However, the
recession in the United States, the hike in gasoline prices, the long waits at the border and confusion over the passport requirements of the Western
Hemisphere Initiative, have scared away a large number of visitors who traditionally travel to have fun in Tijuana, Rosarito and Ensenada. (To be
clear, passports are NOT required until 2009. Returning Americans can prove their citizenship with a state-issued ID and a birth certificate.)
The recent Baja 500 race was a clear example that this a safe place to visit. No significant incidents were reported, and I believe that the thousands
of visitors that attended are the best tourism promoters of northern Mexico.
Our beautiful coast is lined with new condominium buildings quickly erected for the vacation or retirement home markets, but Americans can no longer
take cash out of their lowered home values, and are afraid to make a major expenditure in the current economic slowdown. Hundreds of real estate
brokers came to live here in Baja to service this market, and have had to diversify their jobs or move to other cities. They then shop less, eat out
less, use fewer services, and that ripples through the economy.
We are caught in a perfect storm of circumstances that combine to create a tsunami of economic woes. Baja California is in trouble.
Despite these many factors contributing to the decline in tourist visits, we are hopeful that this July 4th will mark a turning point. We hope that
people will regain confidence in Baja California as the right destination option for travel and vacations. We’re ready to see old friends and new ones
head south for the holiday weekend. The curio shops have been stocked with fireworks and the owners of hotels and restaurants are crossing their
fingers.
We cordially invite our neighbors in the U.S. to remember the long tradition of traveling to México, a close, friendly and affordable destination. Our
cities are safe for tourists, the drive from Southern California is easy, and gas is 50% cheaper here. Waits at the border are shorter than they have
been in years. Our endless beaches, charming hotels, interesting shops and inexpensive restaurants beckon - and our tomatoes are salmonella free.
There’s almost always a cool ocean breeze to refresh the visitor from hot, inland areas. Our sunsets are still spectacular, and our warm and happy
people are eager to welcome you! |
