What comes to mind when you think of Tijuana? The image may not always be a positive one, but when you talk to people who have actually been there, a different picture emerges that shatters old perceptions.
Tijuana was established in the late 19th century, but became popular with Americans during the Prohibition Era, when it was a refuge for those looking to legally drink, party and listen to jazz music. It’s one of Mexico’s youngest cities, while also being full of surprises. Case in point: Caesar salad was invented there in the 1920s by an Italian immigrant named Caesar Cardini. It’s also Mexico’s craft beer capital, influencing many beer brands we know and love today, including Tecate, a beverage that was invented 45 minutes east of Tijuana.
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Its reputation for partying and questionable nightlife is what sticks out to those who have never set foot in this part of Mexico. But after I saw travel blogger Chris Joondeph highlighting the actual reality of it in modern times, I had to reach out and ask him to give us a more in-depth look at why he chose Tijuana as a place to explore.
From corporate America to the road
Now with 1.2 million followers on Instagram alone, Chris has developed a strong reputation for traveling to countries that are less popular with tourists yet are quite rich in experience. He’s visited 167 countries to date, including Ethiopia, Nigeria, Syria, Iran, Guatemala, Kenya, Angola, Uruguay, Argentina and Paraguay, just to name a few.
“Prior to being a content creator, I had a corporate job, and fortunately, I had the ability to work remotely,” Chris said in our interview. “I was just traveling for the hell of it, making videos for fun. I’d go to places that people assumed were dangerous and where I’d for sure get killed.
“But then, I went to see these countries anyway. And I’d think, ‘What are they talking about?’ I made videos of myself just speaking to the camera and explaining why everything people have been told about a given country being dangerous was a total lie. After my second video on that topic, I went viral and started making more travel content that disproved what had been mentioned about a certain place in the media and online.”
“I’d always liked Tijuana, even though I didn’t know much about it. In the U.S., we just have this image of prostitution and drinking when we think of that small border town,” Chris said. “But then, my dad went there on a mission to build a house with an organization called Homes of Hope. He told me it was a great experience, and then the next year, I joined him to build another house out there.”
“I’ve been to Tijuana five times since, and it’s not what people expect. First of all, it’s the size of Houston, and plenty of locals there speak flawless English. There’s also a lot of factories and call centers in Tijuana, so you can see the economy is steadily growing.”
Homes of Hope constructs 50 houses a year in Tijuana and draws Christians from ministries all over Mexico, the United States, as well as Central and South American countries, who volunteer their time and effort to help those in need. But that’s not the only aspect of Tijuana that Chris has experienced.
Crossing the U.S. border
Chris is passionate about Baja California, and it shows. For him, the region is a tapestry of experiences that most people never give themselves the chance to discover. South of Tijuana, the Valle de Guadalupe wine country offers a side of Mexico that surprises nearly every visitor. Further down the Baja California Peninsula, tranquil beaches and open camping grounds offer a kind of stillness that’s hard to find north of the border. And in San Quintín, the fresh oysters alone are worth the drive.
Then there’s the food. Baja California-style tacos — whether stuffed with breaded shrimp or fresh fish — are the stuff of legend, and the carne asada taco stands fill the air with aromas that are impossible to walk past. Beyond the food, Chris has found joy in the everyday rhythms of the city: the energy of a live pro baseball game, the street life, and the simple thrill of crossing into a world that feels completely its own.
But what he loves most about Baja might be the gap between its reputation and its reality. He’s vocal about the fact that Hollywood and the media have created a distorted image of places like Tijuana — one shaped more by “Narcos” than by lived experience. “Americans have told me the most insane things about safety in Mexico. I’m not going to say everything is perfect, but the reality is Hollywood and the media have painted this picture of Tijuana and Mexico that is super warped,” he said in a video that has since surpassed 124,000 views on Instagram. For Chris, Baja isn’t a place to be cautious about — it’s a place that deserves a real chance.
Why you should choose Tijuana
Mexico has a lot of popular beach towns and cities, many of which I am guilty of visiting regularly over the years. But sometimes, you need a change.
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“I would say Tijuana is very safe, especially if you stay in the downtown area. You’re going to feel comfortable there,” Chris concluded. “It’s got a ton of bars and restaurants. There are hotels everywhere. It’s a really fun area. You can also go to the beach. Yes, there are dark statistics on Tijuana. But if you’re just there to relax and do legal activities, you’re going to have a great time with no problems.”
I always remind myself that Mexico has 32 states and countless areas one can experience. It’s both overwhelming and exciting. But after having gone on many solo backpacking trips myself, I’ve learned one universal truth that applies to Tijuana as well: don’t judge it until you’ve seen it. Who knows? It might be your new favorite place.
Did someone say authentic fish tacos?
Ian Ostroff is an indie author, journalist, and copywriter from Montreal, Canada. You can find his work in various outlets, including Map Happy and The Suburban. When he’s not writing, you can find Ian at the gym, a café, or anywhere within Mexico visiting family and friends.
