Los Cabos Seeks to Strengthen Presence in the UK Tourism Market at the World Travel Market in London
Los Cabos is participating this week in the World Travel Market (WTM), one of the world’s most important tourism fairs, with the goal of strengthening its position in the British and European markets. From London, Rodrigo Esponda, Director of the Los Cabos Tourism Trust (FITURCA), emphasized that the destination’s presence at this fair is strategic due to the sustained growth in visitors from the United Kingdom.
Esponda noted that, although there are currently no direct flights from London to Los Cabos as in previous years, the destination received 5,500 British tourists in 2023, half of whom connected via the United States and the other half through Mexico or Germany. Furthermore, the flow of travelers from the United Kingdom has increased at a rate of 15% annually, with key segments such as golf, gastronomy, nature, and cultural experiences showing greater interest in the destination.
“The British market recognizes Los Cabos for its differentiated offering. We’re not looking for tourists who just stay in hotels; we’re looking for visitors who want to play golf, explore galleries in San José del Cabo, discover the Sierra de la Laguna mountains, and enjoy the local cuisine. That’s the profile we’re promoting,” he explained.
During its agenda at WTM, FITURCA held meetings with airlines, major travel agency consortiums, international media outlets, and the Destinations International association, with Los Cabos being the only Mexican destination present at this strategic exchange forum.
Flights and connectivity: progress from Europe
Esponda confirmed that Condor Airlines currently operates flights from Frankfurt to Los Cabos twice a week, on Mondays and Fridays, with high occupancy rates. The average stay for European tourists is two weeks, with an estimated expenditure of 80,000 pesos per visitor.
In London, discussions have also been held with Virgin Atlantic and the consortium comprised of British Airways, Iberia, Aer Lingus, and Level, exploring future possibilities for direct flights to the destination. Tourism Driving Social Infrastructure
Esponda emphasized that tourism continues to be a fundamental driver of the local economy, not only for the tourism industry but also for social programs and public services in Los Cabos.
She noted that the lodging tax (4%) generates resources that are partially allocated to tourism promotion and 275 million pesos earmarked for social investment through the FOIS (Municipal Fund for Social Investment). Additionally, the municipal tourism development fund will increase its budgetary capacity in 2025.
“Through promotion, tax revenue is generated for the municipality and the state. The tourists who visit us contribute directly to social infrastructure and essential projects such as water and services,” she pointed out.
Media representative Magdalena Sánchez acknowledged that FITURCA maintains a policy of transparency and ongoing accountability, which has strengthened the trust of the tourism sector and institutions.