Here’s a glimpse of what you’ll learn

• [03:26] Jorge Goytortúa shares his 30+ year journey in the aviation industry and how he became CEO of CBX after leading commercial operations at Mexicana and Aeroméxico.
• [06:28] Why the CaliBaja region is unlike any other in the world, and how CBX transformed cross-border travel by connecting Southern California with Mexico.
• [09:41] Learn how the Cross Border Xpress (CBX) bridge works and why passengers can cross from San Diego into Tijuana International Airport in just minutes.
• [12:24] Discover how CBX partnered with U.S. Customs and Border Protection to pioneer biometric facial recognition and streamline border crossings.
• [18:18] Jorge compares Mexican and U.S. airlines, discussing reliability, customer experience, and how travelers can save up to 40% by flying through Tijuana.
• [24:54] Hear the remarkable story behind the creation of CBX—from an ambitious idea to a groundbreaking binational infrastructure project approved by two presidents.
• [31:37] Explore the future of Tijuana International Airport, including a $500 million expansion, additional gates, and plans for a second runway.
• [34:44] Learn how CBX has evolved into a multimodal transportation hub connecting travelers to more than 50 destinations across California and the Southwest.
• [41:26] Find out how CBX’s technology is inspiring similar innovations for students and daily commuters crossing the U.S.-Mexico border.
• [53:41] Jorge explains how CBX combines business success with social responsibility, supporting hunger relief, education, and community organizations throughout the region.

In this episode…

THE LAWTINO welcomes Jorge Goytortúa, CEO of Cross Border Xpress (CBX), for an in-depth conversation about one of the most innovative transportation projects in the world. Jorge shares his career in aviation, the vision behind CBX, and how the binational bridge has transformed travel between Southern California and Mexico.

The discussion explores the project’s history, technological innovations, airport expansion, customer experience, and the economic impact of CBX on the CaliBaja region. Jorge also highlights the importance of leadership, entrepreneurship, public-private collaboration, and giving back to the community through meaningful social initiatives.

Resources mentioned in this episode

• Gomez Trial Attorneys: Website | LinkedIn | Instagram | Facebook
• John Gomez on LinkedIn 
• David Arreguin on LinkedIn
• Cross Border Xpress (CBX) 
• Tijuana International Airport (TIJ)
• U.S. Customs and Border Protection (CBP)

Quotable moments

• “We have become a laboratory for innovation.”
• “CBX is one of its kind—there’s nothing similar anywhere else in the world.”
• “Efficient border crossings and security are not opposites—they work together.”
• “We wanted to become the primary way of travel between Mexico and Southern California.”
• “Businesses cannot exist only to generate profits—they also have the responsibility to give back to their communities.”
• “Innovation and supporting people create lasting value.”
• “Don’t stop believing. Dream big, work hard, stay humble, and always remember to serve others.”

Action steps

1. Consider using CBX when flying to Mexico to reduce travel costs and avoid long border wait times.
2. Explore alternative airports like Tijuana for greater flight availability and more direct destinations.
3. Take advantage of technology such as biometric processing and expedited border programs when eligible.
4. Look for opportunities where public-private collaboration can solve regional challenges.
5. Remember that innovation often begins with recognizing a problem others accept as normal.
6. If you’re a business leader, build community impact into your organization’s mission—not just profitability.
7. Stay open to unconventional ideas; transformative projects often begin with a simple observation and bold execution.