By
Erin Coulehan
El Paso is a city often overlooked by those who don’t take the time to truly understand its vibrant culture and immense potential. But Jon Barela, CEO of the Borderplex Alliance, sees El Paso and the surrounding Borderplex region as more than a hidden gem but rather, as a place where opportunity, diversity, and innovation converge that the world is taking note of. As the organization prepares to host the Global Border Summit, Barela is excited to showcase everything that makes the area special, from its unique bi-national culture to its thriving economy. The summit isn’t just an event – it’s a chance for the world to see El Paso for what it truly is: a dynamic, welcoming city with immense promise for the future.
This year’s Global Border Summit, set for Thursday, May 8, in downtown El Paso, promises to highlight the region’s growing influence and economic potential, featuring keynote speaker Karl Rove, and offering a unique platform to showcase El Paso as a dynamic hub for business, innovation, and cross-border collaboration.
The summit is a two-pronged effort, Barela explains. It’s about bringing people to El Paso to witness its potential, but it’s also a chance to advocate for policies that will directly benefit the region. Over the years, the event has welcomed consuls general, site selectors, and international leaders, with high-profile speakers like former UK Prime Minister Gordon Brown and former Mexican Presidents gracing the stage. For Barela, it’s about breaking down misconceptions, proving that El Paso is far from the “dangerous frontier” it’s sometimes portrayed as, and showing the world what makes this place so special.
“It’s an honor to host these individuals and show them what we already know,” Barela shares. “The Borderplex is a fantastic place to do business. We’re proud of the talent here, our culture, our food, and most of all, the people.”
Indeed, there’s much to be proud of.
As a native of the Borderplex, Barela is especially fond of the region’s deep-rooted, bi-national culture. He speaks fondly of the hardworking, welcoming people and the culinary scene that is rapidly gaining recognition. El Paso’s food culture, he says, really shines with the community’s cuisine being diverse, rich, and getting better every day. While the region does experience the occasional spring storm, the mild climate is one of the many reasons why businesses thrive here year-round.
What truly sets the region apart, however, is the way it blends U.S. and Mexican cultures.
“The integration of our two cultures – historically, economically, and socially – makes this a very unique and beautiful place to live and work,” Barela says. For him, this seamless connection with Mexico is one of the region’s greatest assets, and the bond between the two countries is central to the area’s appeal.
Barela is equally enthusiastic about the region’s economic landscape, which is becoming an increasingly important hub for business.
Over 135,000 students are enrolled in higher education institutions in the region, many of whom are bilingual, giving companies an educated and diverse talent pool to draw from.
The region’s manufacturing sector, in particular, has flourished. Barela points out that the region has gone from being the eighth-largest manufacturing hub in North America to the fifth, with an eye on eventually surpassing the New York tri-state area. This growth, he says, is driven by the region’s pro-business environment and a political leadership that supports investment and development.
Even with the uncertainty created by trade tariffs and shifting policies, Barela remains optimistic.
“The reshoring phenomenon continues, despite the tariffs,” he explains. “Companies, particularly from Asia, are seeing the value of investing in our region due to geopolitical factors.”
But it’s not just about attracting new business.
Barela’s team is also dedicated to helping current companies navigate the uncertainty created by fluctuating tariff policies. Part of this involves advocating for the region on the global stage, making sure it has a seat at the table in important policy discussions. He stresses the need to underscore Mexico’s importance as an economic and strategic ally to the U.S., especially in sectors like automotive, consumer electronics, and medical devices. Mexico’s role in consolidating supply chains, especially post-pandemic, has been critical in providing stability and ensuring that U.S. businesses can source what they need without relying on adversarial nations.
What really stands out in Barela’s perspective, however, is the recognition that tariffs on goods like Mexican food imports – fruits, vegetables, and even beer – could have a profound negative impact on American consumers. At a time when inflation is already straining families, raising tariffs on essential goods could worsen the situation.
Barela advocates for keeping those supply chains open, not only for the good of the economy but for the well-being of everyday people.
When asked about the broader impact of the current trade climate, Barela highlights a concern that goes beyond economics: the erosion of trust. As tariffs continue to rise and fall, relations with key allies become strained. “What we’re seeing now is that long-standing allies are beginning to view the U.S. as an unreliable partner,” Barela notes. This, he says, could have long-term repercussions, affecting the future of global trade and making it harder to rebuild trust with countries that have been crucial to the U.S. economy.
This isn’t the first time the U.S. has faced such challenges, though.
Barela draws parallels to the tariff policies of the late 1800s and early 1900s, when aggressive trade protectionism led to economic downturns. The lessons from history, he suggests, should not be ignored, especially as the U.S. faces the potential consequences of its current approach to trade.
In many ways, the Global Border Summit is a celebration of what El Paso and the Borderplex region represent: a unique blend of cultures, a thriving economy, and a community that has proven its resilience time and time again. For Barela, the summit is a way to showcase the region’s strengths, its potential, and most importantly, its people. As the world turns its attention to El Paso, the message is clear: this is a place to invest, to grow, and to experience a culture unlike any other.
