Evelia Baeza, New PRI Leader in Tijuana: "The Challenge is Unity"

In an event seeking to chart a new course for the PRI in the border city, Evelia Baeza was sworn in as president of the Municipal Steering Committee of the Institutional Revolutionary Party (PRI) in Tijuana on Saturday, June 7, 2025. Her rise to local leadership comes at a critical moment for the party, which is facing a deep crisis of public confidence after decades of hegemony and recent adverse electoral results.

Aware of the enormous challenges ahead, Baeza emphasized in her speech that "the challenge is unity" within the party's ranks and in society. In response to questions about the loss of public confidence in the PRI, stemming from its long history of power and the allegations of corruption and malpractice that have plagued various PRI administrations at the national and local levels, the new municipal leader reiterated that the party "is open to the public and the diverse opinions of those who wish to participate."

This message of openness seeks to build bridges with a society that has largely expressed its discontent with traditional political options, including the PRI. The task of rebuilding credibility and reconnecting with the Tijuana electorate is emerging as the main objective of the new leadership.

The PRI in Tijuana, like many other parts of the country, has seen its electoral strength decline significantly in recent years. The emergence of new political forces and accumulated wear and tear have relegated the party to a secondary role in the local political landscape.

Baeza's election comes in an environment where citizens are demanding concrete results, transparency, and a genuine renewal of political practices. Overcoming the stigma of corruption and demonstrating a true commitment to service will be key to any attempt at reviving the PRI on the border.

"The challenge is unity... the party is open to citizens and the diverse opinions of those who wish to join." – Evelia Baeza, President of the PRI Tijuana.

Local political observers will closely analyze Evelia Baeza's first steps at the helm of the municipal PRI. Her strategies for fostering internal unity, attracting new members, presenting proposals relevant to Tijuana's problems, and, above all, convincing a skeptical electorate will be decisive for the party's future in one of Mexico's most dynamic and complex cities.

The question that remains is whether this new leadership will truly be able to catalyze significant change or whether it will face the same inertia that has led the party to its current situation. The answer will depend not only on the stated intentions, but also on the concrete actions taken in the coming months.

Other recent political and cultural events in Tijuana include the public reappearance of Carlos Torres, the governor's husband, at the Tijuana Book Fair, after a month of media absence, and the start of the 40th edition of the Guadalajara International Film Festival (FICG), an event of great cultural significance for the country and with an echo in film-loving cities like Tijuana.