Modern Era: From Coastal Village to International Community (1979–Present)

The modern story of La Misión isn’t about conquest—it’s about celebration. In 1979, a local teacher named Professor Mario Reyes Melendez started Fiesta en La Misión. He wanted people to take pride in the area’s 12,000-year history. What began as a small local party turned into a major event that put our village on the map.

The Birth of the “Calabaceado”

The star of the fiesta is the Baile Calabaceado. This is a high-energy cowboy dance that mimics the movements of animals (like jumping goats or bucking horses). La Misión is officially recognized as the birthplace of this dance! Every year in late May, people come from all over the world to see it. It’s a living connection to the old “Rancho” days when cowboys would gather to show off their skills.

The Wine Country Boom

While the village was celebrating its past, the nearby Valle de Guadalupe was exploding into fame. Just 30 minutes inland, the “Valle” became Mexico’s version of Napa Valley. Today, it has over 150 wineries and some of the best restaurants in the world.
Because everyone driving from the U.S. to the wine country passes right through our village, La Misión became known as the “Southern Gateway to Wine Country.”

New Neighborhoods: Playa and Loma

As more people discovered La Misión, two main areas developed:

• Playa La Misión: The beach area, which has kept its authentic “Baja vibe.” It’s 2.5 kilometers of wide-open sand with no high-rise hotels.
• Loma La Misión: The hillside area, which offers gated security and incredible views. This area attracted many international buyers, especially from Southern California, looking for a beautiful and affordable place to retire or work remotely.

The Rise of the LMPOA

With more international residents moving in, the La Misión Property Owners Association (LMPOA) was formed. This group helps coordinate things like security, road repairs, and community events. It acts as a bridge between the different groups living here, helping English and Spanish speakers work together to keep the community safe and beautiful.

The Cross-Border Lifestyle

Many people in La Misión live a “bi-national” life. They might shop and see doctors in San Diego, but they live and relax in Mexico. This hybrid culture is unique—we aren’t quite “American” or fully “Mexican,” but something in between.
With the arrival of high-speed fiber-optic internet, a new generation of “digital nomads” and remote workers has moved in, proving you don’t have to be retired to enjoy life at the beach.

Challenges for the Future

Growth brings questions that we have to answer together:

• Environment: How do we protect the river estuary and the beach as more houses are built?
• Inequality: How do we make sure that development benefits everyone, including the original families in the village?
• Culture: How do we keep the “small-town” feel while welcoming thousands of visitors every year?

What Makes La Misión Special?

Even with all the changes, La Misión is still a place of raw natural beauty. You can still hike the hills, surf the waves, and walk the beach without seeing crowds. We have world-class wine next door, but we still have a quiet village where traditions like the Calabaceado are passed down to the kids.

Your Part in the Story

If you are here, you are now part of this 12,000-year-old story. Whether you are a “snowbird” visiting for the winter or someone whose family has been here for centuries, you have a role to play.
By supporting local shops, learning a bit of Spanish, and respecting the environment, you help make sure the next chapter of La Misión is as great as the ones that came before.