San Diego’s Kids Free in October Program Crosses the Border to Tijuana

For sixteen years, the San Diego Museum Council’s Kids Free in October initiative has been a reliable excuse for families to wander into museums, aquariums and historic sites without worrying about ticket prices. This October, that tradition takes a bold step north – across the international border into Tijuana, Mexico.

What started as a local effort to make culture more accessible now includes more than 60 venues, spanning sunny San Diego County all the way to the bustling cultural district of Tijuana. If you’re a parent with a curious kid (or two) under age 13, you can pick up a free‑admission coupon from the Museum Council’s website and stroll into places like the San Diego Museum of Art, the USS Midway Museum, or the Tijuana Cultural Center (CECUT) without paying a cent for your little ones.

“We have an amazing, vibrant binational region where arts and culture naturally bring people together,” said Tom Felkner, executive director of the San Diego Museum Council. “For years we’ve been nurturing friendships with cultural institutions in Tijuana and Baja. Kids Free in October feels like the perfect way to celebrate that partnership and share our stories.”

The Tijuana side of the program features heavy‑hit attractions such as the Municipal Institute of Art and Culture (IMAC) and CECUT’s own lineup: the Museum of the Californias, the iconic Cube (El Cubo), the Tijuana Aquarium and even an IMAX dome. Meanwhile, San Diego’s roster still shines with the Natural History Museum, the New Children’s Museum, the Museum of Making Music, and the famed Birch Aquarium at Scripps.

Numbers matter, too. In 2025 the program drew over 120,000 children and accompanying adults. By opening the doors in Tijuana, organizers hope to boost those figures and, more importantly, plant seeds of curiosity in kids who might never have considered a cross‑border museum trip.

“Cost is one barrier, but it’s not the only one,” Felkner explained. “Some families simply aren’t aware of the treasures in their backyard, and sometimes parents didn’t grow up with those experiences themselves. This initiative is about removing both price tags and knowledge gaps.”

How does it work? From October 1 through 31, each paying adult can bring up to two children (age 12 or younger) for free at any participating site. You’ll need a downloadable coupon for each venue, and each location may have its own small rules – but the overall idea stays the same: a hassle‑free day of discovery.

Beyond museums, the savings ripple outward. Hotels, restaurants, and other attractions – think Legoland California Resort, Sea Life Aquarium, the San Diego Zoo, SeaWorld and Belmont Park – are also offering Kids Free deals. It’s a whole‑month invitation to explore the region without breaking the bank.

For parents teetering on the fence, Felkner reminds us that museums are more than just walls of art or science exhibits. “Kids get to experiment with physics on a flight simulator, touch a sea creature at Birch Aquarium, or even try an instrument at the Museum of Making Music. Those hands‑on moments turn into lasting memories – the kind families talk about for years.”

So whether you’re a San Diegan looking to venture south or a Tijuana family curious about the other side of the border, October promises a packed calendar of free cultural adventures. Grab those coupons, grab the kids, and let the explorations begin.