AMOMÉXICO, FITURCA, and Mastercard unveil the experiences and artworks inspired by the road trip undertaken by “Viajeros Creando” in Los Cabos, Baja California Sur
Artists and influencers from the fields of photography, literature, film, and music combined their talents for a unique tourism promotion project in Mexico: “Viajeros Creando.”
The “Viajeros Creando” project brought together a group of artists specializing in photography, literature, film, and music, who toured different parts of Los Cabos aboard an iconic car. During this tour, they documented experiences that served as the basis for creating a series of audiovisual materials and a Travel Guide that reflect the destination from different perspectives.
With the support of the Los Cabos Tourism Trust (FITURCA), Mastercard, and Porsche, among other partners, “Viajeros Creando” documented the experiences during this trip. The main objective was to promote a road trip highlighting the well-being, nature, adventure, gastronomy, and luxury offered by the destination.
This initiative brought together a group of partners comprised of a host destination for biocultural tourism, Los Cabos, as well as a group of renowned artists in their respective disciplines, public and private entities, and a suitable vehicle for the road trip.
“Collaborating with artists and strategic partners allows us to highlight the diverse facets of Los Cabos, creating new ways of connecting with visitors. These partnerships amplify the destination’s visibility and contribute to the sustainable and responsible development of the region,” said Rodrigo Esponda, General Director of the Los Cabos Tourism Trust.
In the words of Alonso Vera, “Viajeros Creando represents the future of tourism marketing: a transmedia platform that integrates the promotion, marketing, and conservation of Mexico’s biocultural heritage through sensitive, authentic, and deeply human storytelling. It is a public-private partnership with a global reach, and Los Cabos is the ideal setting for this edition, which we trust will be the first of many more.”
The materials generated by the participating artists include four main works, collection photographs, a short film, an original musical theme, and a travel journal or practical guide in print and digital format, which are available at https://viajeroscreando.com/
Among the project’s amplification efforts is the marketing of the tourism product catalog or “Signature Experiences,” in collaboration with Mastercard and its priceless.com program.
This project stems from Mastercard’s commitment to highlighting projects that preserve the essence of regions like Los Cabos, considering that people value experiences more than things. The power of Mastercard’s Priceless Moments lies in the connections made and the memories created between people. Whether it’s a spontaneous conversation with an artist or a breathtaking view of incredible landscapes, these experiences are what make a trip truly unforgettable.
The participating artists in “Viajeros Creando” include photographer Fabiola Zamora, co-founder and director of Revista 192, recognized for her work in prestigious media such as Dior Magazine, Vogue, and Elle. Also participating in the project is Alonso Vera, known as “Pata de Perro,” an author and narrator with extensive experience in media such as Nat Geo and Discovery Networks, as well as host of the program AMOMÉXICO on Grupo Fórmula.
The creative team is rounded out by filmmaker Julio Carlos Ramos Zapata, renowned for directing and editing various award-winning audiovisual projects at international festivals. Also part of this group are musicians Joe Demikeli and Daniel Dayz, members of the duo MADISON, who have accumulated millions of views on platforms like YouTube and Spotify, in addition to collaborations with outstanding international artists.
This project represents a joint effort to boost tourism in Los Cabos by integrating diverse artistic disciplines and leveraging digital and commercial platforms to expand the initiative’s reach.
