5/4/2017 U.S News & World Report
ROSARITO, Mexico — At the sprawling beachfront Las Rocas Resort and Spa in the Mexican state of Baja California, the restaurant El Mesón serves up American-style pizza and Mexican seafood accompanied by a breathtaking view of the Pacific. To drum up more business, the restaurant is running a new campaign in local publications, with a limited-time offer.
Their advertisement shows a beaming, middle-aged couple, a silver-haired gentleman and a blond. Her arms are draped comfortably around his shoulders. “Super special!” reads the text over their heads, in English. “Seniors 50% off your check!” In the tiny print below, a disclaimer notes that the deal is available to those aged 55 and up.
That marketing focus is intentional. In 2017, for the first time in twenty years, Mexico topped the list of International Living’s annual ranking of the best places for U.S. citizens to retire. The population of Americans in Mexico is rising, in size as well as in age.