For decades, Avenida Revolución in Tijuana was a bustling tourist zone, attracting U.S. visitors with its colorful souvenir shops, restaurants and nightlife.
But at some point, popular interest in the historic district faded.
State and city officials have been trying to revitalize the area for some time to attract more tourists, with hopes of making it a place locals want to hang out, too.
The latest move involves closing off a few blocks to vehicles to make way for a pedestrian promenade. Visitors can now wander from Fourth to Seventh streets along the 136-year-old avenue.
When unveiling the $1.3 million project in October, Baja California Gov. Marina del Pilar Ávila pledged to restore more public spaces to promote cultural, musical and recreational activities.
“This is what Tijuana deserves,” she said in a video posted on social media. “These spaces represent Tijuana.”
Reyna Alexandra Mendoza, 7, sits on a metal structure along Avenida Revolucion. The government has installed sitting areas and other features that invite people to stay awhile. (David Maung / For The San Diego Union-Tribune)
So far, it seems to be working.
Isabel Hernández and her fiancé, Ramón Félix, are street vendors who craft bracelets and necklaces on a bench in the area to sell later in the day. One recent Saturday morning, the couple was particularly busy, preparing for two events taking place on different blocks of the same stretch of the avenue within a few hours — a food festival followed by a Christmas tree lighting ceremony.
The couple said many visitors have come to check out the revamped spot, surrounded by hotels, coffee shops, pharmacies and restaurants.
Officials said people can expect more artistic activities in the plaza, such as music and theatrical performances.
“They come with their children, play with them for a while, have some ice cream, and stay for a bit,” Félix noted.
Tijuana’s landmark
Avenida Revolución is at the center of much of the city’s history. In 1889, it became the first street in the city to be paved and provided with utilities, boosting its draw as a commercial and tourist hub. Throughout its history, the avenue has had five names, adopting its current one in 1932.
The concept of creating a pedestrian square was inspired by other cities, said José Carlos Robles, president of the Association of Merchants and Tourism Entrepreneurs of Avenida Revolución. He cited several examples, including the Gaslamp Quarter in downtown San Diego, which has experimented with a pedestrian promenade.
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Robles said that Tijuana was missing that experience in its downtown area. “When you visit any city, you always want to go downtown and see the historic sites,” he said.
Robles said that some businesses reported increased sales after the opening of the pedestrian plaza and that the project has attracted others to open their businesses on the popular avenue, which is better known by locals as “La Revu.”
The project has faced some opposition, as some businesses were not on board with the idea. A vendor from a souvenir shop within the pedestrian plaza said the change didn’t help the business because it relies more on international tourists who come by bus or car than on locals who walk through the area.
U.S. tourists, including those traveling for medical reasons, still frequently visit Avenida Revolución. But there was a time when it was far more popular, recalled José Gabriel Rivera, head of the Baja California Historical Archive.
In the Prohibition era, when alcohol was banned in the U.S., people flocked to Tijuana to drink and gamble. It was around this time that the world-famous Caesar salad was created in the area.
In the 1980s and ’90s, Avenida Revolución was a mecca for San Diegans looking to party. Some took advantage of the fact that the legal drinking age in Mexico is 18 instead of 21.
However, that all changed after the terrorist attacks of Sept. 11, 2001, when crossing the U.S.-Mexico border became a more rigorous endeavor. Reports of cartel-related violence in the city around that time also discouraged many visitors.
This led to a binational tourism crisis, Rivera said, prompting a shift in focus to attract local tourism.
Rivera welcomed the ongoing efforts to improve the ever-changing avenue and its surroundings, but noted that it could be more attractive to locals.
“The Avenida Revolución is a landmark and icon in Tijuana’s history,” he said. “It’s important to develop different types of policies to revitalize it.”
People walk along Tijuana’s Avenida Revolucion.
(David Maung / For The San Diego Union-Tribune)
On a recent Saturday, locals Óscar Díaz and his mother, Sanjuana Nachez, ran an errand a few blocks away and took the opportunity to visit the food festival and explore the new pedestrian plaza.
Díaz reminisced about the late ’80s, when he used to party in the area. He said that back then, it was common to see many visitors from the United States. “Many people from San Diego came,” his mother echoed. But nowadays, not as many, they said.
“It was about time they renovated the Revolución,” he said. “Hopefully, it will attract tourism.”
Local life
For the past three years, Mariana Sánchez — known on social media as Nana en Tijuana — has been giving walking tours of her hometown. Her bilingual tours begin on Avenida Revolución. As she points out, to understand the city, you have to go back to where it all began.
Throughout her time working in the industry, she has noticed the interests of tourists changing. She said that many want to “experience life as we live it.”
“They want to know where we go, what we eat and how we get around,” she said. “Many people are searching for that feeling of local life.”
That still often includes the souvenir shops and famous salad at Caesar’s Restaurant, which long ago relocated onto Avenida Revolución. But tourists are also venturing farther from downtown, trying the numerous taquerías scattered throughout the city or attending a Tijuana Xoloitzcuintles soccer game or a Toros baseball game, Sánchez said.
Caesar’s, which many agree is one of the most touristy places on the avenue, is situated within the new pedestrian plaza. Visitors can no longer valet park in front of the restaurant. Instead, they must look for public parking nearby.
While Sánchez welcomes the idea, she said there is still work to be done. For instance, although the avenue is closed to vehicles, the side streets are not, which may confuse pedestrians and drivers.
“It’s an interesting time to analyze and rethink tourism strategies,” she said. “The pedestrian plaza has presented new opportunities for some vendors, as well as some challenges that need to be considered.”
