Reynosa looks beyond manufacturing to drive its next phase of growth

Reynosa is expanding retail, tourism, and small business programs as officials work to strengthen the local economy amid pressure on its industrial base.

Rodolfo González, director of Liaison and Tourism Infrastructure Projects for the Municipality of Reynosa, said the strategy is focused on activating multiple sectors at once.

“The municipality’s overall economy depends on everyone,” he said.

González began overseeing the city’s economic development efforts on an interim basis following the death of Mauricio Treviño Garza, Reynosa’s former secretary of economic development and employment.

The push comes as manufacturing and logistics activity along the border has faced recent pressure, including job losses tied to shifting trade conditions and rising operating costs.

Read more: Why residents in Reynosa and Matamoros are paying more for everyday costs — and what’s driving the increase

Major retail projects draw attention

The construction of a new Walmart and Sam’s Club represents two of the city’s largest commercial developments, though details remain limited.

“The project remains highly confidential; the information shared so far has been minimal and handled with full discretion,” González said.

Interest in the projects extends beyond the companies involved, with stakeholders closely watching potential impacts on property values, competition and future business planning.

“For them, it is essential to know where commercial development will be located,” González said.

Downtown activity shifts as corridor develops

Extended hours in the city’s downtown have led to more foot traffic. 

“Weekend visitor flow in the downtown area has increased,” González said, pointing to the Concatedral de Nuestra Señora de Guadalupe as one of the city’s main attractions.

Entrepreneurs now have designated space in Plaza Principal to sell their products, contributing to increased economic activity. 

The increase in activity — including visitors from the Rio Grande Valley — has directly benefited nearby businesses.

The city is also developing the Zaragoza Corridor, which will connect the Hidalgo–Reynosa International Bridge to some of some of the city’s biggest attractions, including its Plaza Principal, Hidalgo pedestrian street, the Railroad Museum and Mercado Zaragoza.

Mercado Zaragoza is also part of the city’s revitalization strategy. 

Vendors are encouraged to showcase products outside the market and participate in entrepreneurship programs to increase visibility and attract more visitors, including younger generations.

Read more: Reynosa waives startup costs to revive its historic downtown

Entrepreneurs and local commerce drive activity

Support for entrepreneurs is a central part of the city’s strategy and a key component of its push toward urban tourism and local consumption.

The city has distributed more than 1,000 laptops to budding entrepreneurs and expects to dole out 500. Participants are also given space to sell at events and receive support to formalize their businesses.

“Once you have them engaged, you train them and give them the tools,” González said.

The goal is to move vendors from informal sales into formal businesses with access to digital tools and supply chains.

Some have already expanded beyond the local market.

Burritos El Estudiante, a family-run business founded in 1982, now operates multiple locations and has expanded to other cities.

Newer businesses are also gaining traction through city-backed events.

“They supported us by constantly inviting us to participate in events, allowing the Reynosa community to get to know us,” said Estefanía Díaz, founder of Jar Snacks.

Events also serve as a sales channel, allowing entrepreneurs to test products, build revenue and reach customers without a permanent storefront.

Tourism and foot traffic signal demand

During Semana Santa, Reynosa saw increased traffic tied to religious tourism.

“Many people from the Valley walked here — the turnout was remarkable,” González said.

Foot traffic is also used as a proxy for commercial strength.

Plaza Periférico draws more than 40,000 visitors on weekends.

“Commercial activity in Reynosa is very strong,” González said, noting that events and downtown activity generate direct sales for both entrepreneurs and established businesses.