Tijuana Launches Fast-Lane Passes for El Buen Fin Shoppers

Tijuana is introducing fast-lane passes for visitors crossing back into the United States during the El Buen Fin shopping event, which began on November 9, 2023. This initiative, inspired by the Black Friday shopping tradition, aims to enhance the experience for shoppers looking to take advantage of significant sales across the city.

El Buen Fin, which translates to “The Good Weekend,” runs through November 13, 2023, attracting shoppers to over 200,000 participating businesses in Mexico, including many in Tijuana. Bright red signs in Spanish welcomed customers to Plaza Río shopping mall, declaring, “The best prices of the year are here.” Last year, Tijuana implemented fast-lane passes to draw in more shoppers from Southern California during this critical retail period.

These passes, typically reserved for medical and business travelers, as well as cross-border students, allow holders to access a designated vehicle lane at the San Ysidro or Otay Mesa Port of Entry. According to Pedro Montejo Peterson, Tijuana’s secretary of economic development, the program will again provide at least 2,000 passes for the duration of the five-day event. He noted that many passes went unclaimed last year due to limited promotion but anticipates a better response this time.

To obtain a fast-lane pass, shoppers must submit a photo of their receipt with the date, along with images of their U.S. identification and vehicle license plate. This information is sent via WhatsApp to designated numbers. The objective is to streamline the return process for shoppers, allowing them to enjoy their purchases with minimal wait times at the border.

Officials encourage Southern Californians to explore Tijuana’s offerings during El Buen Fin. Olivaldo Paz, president of the Tijuana chapter of the National Chamber of Commerce, explained, “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.” Shoppers are particularly interested in Mexican-made products, such as clothing and groceries, and many visit to dine at local restaurants.

In 2022, El Buen Fin generated nearly $9.3 billion in sales nationally, marking a 15% increase from the previous year. In Tijuana alone, sales reached $323 million, also reflecting a nearly 15% increase compared to 2023. Despite a sluggish economic growth forecast, expectations for this year are high, with projected sales of nearly $11 billion across the nation.

The duration of El Buen Fin has expanded to five days this year, up from four days in 2022. Germán Osorio, an economics and international relations professor at the Autonomous University of Baja California, expressed optimism about the program’s impact, stating that its year-by-year growth demonstrates its effectiveness in stimulating the economy.

El Buen Fin, a collaboration between public and private sectors, was launched 15 years ago to support businesses. Osorio emphasized that the initiative has consistently proven successful, as evidenced by the increasing number of registered businesses participating each year. Tijuana’s efforts to create a shopping tradition similar to Black Friday in the U.S. illustrate its commitment to attracting international shoppers and enhancing local economic growth.