Glynnis Jiménez, mayor of Soto la Marina in Tamaulipas, drew criticism after a social media video showed her requesting a 'voluntary support' fee of 350 pesos per vehicle for beach access during Holy Week. She explains it is a longstanding practice by all administrations and not mandatory. Visitors can enter without paying, she states.
Glynnis Jiménez, mayor of Soto la Marina in Tamaulipas, featured in a social media video that went viral. While preparing food and holding a kitchen knife, she justifies a 'voluntary support' fee of 350 pesos per vehicle entering the beach during Holy Week vacations. Many viewed it as a mandatory charge, sparking online backlash. The municipality lies about 300 kilometers from the US border, drawing nearby visitors during the holidays. Jiménez stresses the fee applies only during Holy Week and per car, not per person: “You can enter the beach as many times and days as you want. The only difference is that during Holy Week—all administrations in Soto la Marina have done the same—they request voluntary support, voluntary, from people entering the beach and it's per car, not per person.” She adds that non-payers can access without issue. In November 2025, Jiménez was in a car accident on Puente del Río with no reported injuries. The incident echoes similar controversies, such as in Tulum in October 2025, where Mayor Diego Castañón conditioned access on consumption at local businesses, prompting federal intervention for free entry.