Tired of hearing that only influencers can afford to “live their best life”? So is Baja California’s government.
In a refreshing twist, Governor Marina del Pilar Ávila launched a program that doesn’t cater to digital nomads, influencers, or luxury tourists. It’s called Corazones Viajeros—or Traveling Hearts—and it’s aimed at giving real people a real chance to explore the state.
Think of it as Airbnb meets social justice—but with fewer hashtags.
The program is built around a simple idea: tourism is a right, not a luxury. It’s funded by the state and coordinated through the Baja California Secretary of Tourism, led by Zaida Luz López Sánchez. And no, it’s not just for retirees with wanderlust.
So, who qualifies?
Glad you asked. The list includes:
- Seniors who haven’t seen the ocean since disco was a thing.
- Low-income families who dream of a weekend away but can’t spare the gas money.
- People with disabilities.
- Indigenous communities.
- Teens who’ve never been to Valle de Guadalupe—because nobody takes their TikToks seriously.
You just have to live in Baja California, earn less than 13,000 pesos a month (around $770 USD), and not be allergic to fun.
What do they actually get?
Two options:
- Day trips: Think cultural outings or beach runs. Up to 10 hours, fully covered.
- Overnighters: Two days, one night, with up to $1,600 MXN ($95 USD) in support for lodging and transportation.
Trips include transportation, insurance, entry to attractions, and tour guides who (hopefully) know more than your cousin who “did a wine tour once.”
Best part? It’s free to apply. No fine print. No bait and switch. You just sign up—until the money runs out, that is. If you snooze, you literally lose.
To apply, head to bajacalifornia.gob.mx/secture. Or visit your local tourism office before your spot ends up with someone who already got three trips last year.
But wait—there’s more!
The program didn’t just warm local hearts—it also caught international attention.
Corazones Viajeros was nominated for the 2024 ISTO Awards, an international recognition handed out by the International Social Tourism Organization (ISTO). This group actually promotes tourism that doesn’t revolve around overpriced spa menus and infinity pools.
Baja was nominated in the “Destination Initiatives” category—alongside entries from France, Spain, and Brazil. The awards ceremony happened in Costa Rica last October, where, spoiler alert: Baja didn’t win.
Still, being nominated isn’t nothing. It puts the program on the global radar for doing something truly novel: giving regular folks a chance to travel.
And if that’s not worth a round of applause (and maybe a road trip), what is?
So if you’ve got a grandma who’s never seen the murals in Tecate, or a nephew who thinks Tijuana ends at the mall—send them this link.
It’s not a giveaway. It’s just giving back.
