Tijuana Launches Fast-Lane Passes for El Buen Fin Shoppers

Tijuana is gearing up for a bustling shopping weekend as it introduces fast-lane passes for San Diego shoppers participating in El Buen Fin, a significant annual shopping event that began on November 9 and will continue until November 13. This initiative allows visitors to return to the United States more quickly after shopping, enhancing the experience for those looking to take advantage of holiday sales.

El Buen Fin, translating to “The Good Weekend,” features over 200,000 businesses across Mexico, with numerous retailers in Tijuana participating. Bright red signs announcing “The best prices of the year are here” adorned storefronts at Plaza Río, one of the city’s popular shopping destinations. The fast-lane pass program, first introduced last year, aims to attract more shoppers during this crucial retail period.

Passes are usually reserved for individuals visiting Tijuana for medical or business reasons, as well as cross-border students, and are part of the city’s wider Fast Lane program. Shoppers with passes can access a designated lane at either the San Ysidro or Otay Mesa Port of Entry. It is important to note that this program operates independently of U.S. Customs and Border Protection, with no alterations to the standard inspection process for entering the United States.

This year, at least 2,000 passes will be available to cross-border shoppers during the five-day event, according to Pedro Montejo Peterson, Tijuana’s Secretary of Economic Development. He mentioned that not all passes were utilized last year, attributing the lower demand to insufficient promotion. Montejo Peterson expressed optimism for a stronger response this year.

To obtain a fast-lane pass, shoppers must send a photo of their purchase receipt, along with images of their U.S. ID and vehicle license plate number, via WhatsApp to designated numbers. Additional information required includes the driver’s name, number of passengers, chosen port of entry, and an email address.

Traditionally, Tijuana residents have crossed into San Diego on Black Friday to seek deals. Tijuana officials aim to establish a similar shopping tradition for U.S. visitors during El Buen Fin. Olivaldo Paz, President of the Tijuana chapter of the National Chamber of Commerce, emphasized, “The idea is to boost business so tourists know they can return to the U.S. with a shorter wait time.” Many Southern California shoppers specifically seek out Mexican-made products, such as clothing and shoes, as well as grocery items. They also explore new dining options, contributing to the local economy.

In 2024, El Buen Fin generated approximately $9.3 billion in sales nationwide, a 15% increase compared to the previous year. In Tijuana alone, sales reached $323 million, reflecting a similar growth trajectory of nearly 15%. Despite economic challenges, projections for this year suggest a nationwide sales total of nearly $11 billion, with the event extending over five days instead of the previous four.

According to Germán Osorio, an economics and international relations professor at the Autonomous University of Baja California, “Although economic growth has been somewhat sluggish, there are high expectations that this program will continue to have a positive impact, as it has in recent years.” El Buen Fin, a public-private initiative launched 15 years ago, aims to support businesses and stimulate the economy through increased consumer spending.

With Tijuana’s efforts to facilitate cross-border shopping during El Buen Fin, the city hopes to foster a thriving retail environment that benefits both local businesses and visitors alike.