Avenida Juárez is the main artery of the historic border zone, running from the Paso del Norte bridge into the heart of the old downtown. For most of the twentieth century this street was the first thing Americans saw when they crossed from El Paso: pharmacies selling cheap medications, restaurants, curio shops, cantinas, and the peculiar buzz of a street that lives off the border crossing.
The avenue is quieter now than in its heyday — the violence of the late 2000s drove many businesses away and the crowds never fully returned. But it retains its character. The old buildings are still there, the mission and cathedral are a short walk from the bridge end, and the street itself tells the story of the border economy more honestly than any museum could. Walk its length, then head into the side streets to find the market and the older residential blocks beyond.