SAN DIEGO (Border Report) -- Merchants along Tijuana's Avenida Revolución and surrounding streets are predicting a rise in sales and visitors for this weekend's Pride festivities. They are expecting a 50 to 60 percent increase in profits during the LGBTQ parade and other scheduled events, said Julián Palombo Saucedo, president of Tijuana's National Chamber of Commerce for Tourism. "It will be an event open to the public and all our vendors should have an opportunity to increase their business," said Palombo Saucedo. "This will benefit establishments, especially Paulina Rubio's performance, which should be widely attended." City of Tijuana dismisses ‘Pink Zone,’ puts name of proposed LGBTQ+ zone up for debate The 53-year-old Paulina Rubio is often referred to as the "golden girl," and the "princess of Latin pop," having sold more than 20 million albums. The majority of the events will take place on Saturday, including the parade and Rubio's concert. ‘Pink Zone’ with LGBTQ+ bars proposed for downtown Tijuana Pride weekend is expected to deliver a windfall for businesses, which have reported a sluggish 2024 so far due to bad weather and fears of violence. Visit the BorderReport.com homepage for the latest exclusive stories and breaking news about issues along the U.S.-Mexico border "We are trying different kinds of activities hoping to bring in more people," said Palombo Saucedo. "This should help a lot." An estimated 60,000 people are expected to participate in the Pride festivities in Tijuana this weekend.