The Los Cabos Hotel Association Presents its 2026 Work Plan, as Part of its 29th Anniversary Celebration

As part of its 29th anniversary celebration, held on January 27, the Los Cabos Hotel Association (AHLC) held a press conference at the Hacienda Beach Club and Residences Hotel to present its 2026 Work Plan, reaffirming its commitment to strengthening, ensuring the sustainability and competitiveness of the destination’s hotel sector.

For nearly three decades, the AHLC has played a fundamental role in the tourism development of Los Cabos, fostering collaboration between the private sector and public institutions, promoting best practices, and establishing itself as a leading and nationally recognized organization within the tourism sector, thanks to its industry leadership and strategic vision. The presentation was led by the CEO, Lilzi Orcí, who delivered a welcome message and presented the 2026 Work Plan to the media. The plan’s overall objective is to strengthen the Los Cabos hotel sector through collaborative, innovative management and institutional leadership.

The plan is structured around six key areas of action:

• Area 1. Governance: Consolidating the hotel sector’s voice as a key player in decision-making.
• Area 2. Sustainability and Innovation: Sharing best practices among hotels, promoting energy savings, and strengthening environmental initiatives.
• Area 3. Promotion and Communication: Reinforcing destination promotion through FITURCA, FIPROTUR, and FITUES.
• Area 4. Training and Human Development: Generating greater value through the professionalization of talent within the sector.
• Area 5. Safety and Well-being: Strengthening public-private coordination for a safe destination. • Pillar 6. Community and Social Responsibility: Consolidate and enhance the social initiatives of hotels through their foundations and community programs.

Key points of the 2026 Plan include the implementation of a new statistics system, strengthening the supplier program, developing an innovative digital ecosystem, evaluating the feasibility of incorporating an institutional CRM, generating regular reports, and exploring new distribution and communication channels.

The plan will be implemented through specialized working committees in areas such as Security, Spa, Purchasing, Statistics, Sustainability, Food and Beverage, Training, Human Resources, Marketing, and Maintenance.

This year, the AHLC will be led by a Board of Directors comprised of leaders from the hotel sector:

• Chairman: Armando García – Grupo Pueblo Bonito
• Secretary: Mauricio Salicrup – Grupo Solmar • Board Members:

o José Manuel Oviedo – The Westin Los Cabos Resort Villas & Spa o Axel Valdez – Buena Vista Oceanfront & Hot Springs Resort

o Arturo Peña – Hacienda Beach Club and Residences

o Andreas Schmidt – Grand Velas Los Cabos

o Mauricio Quezada – Marquis Los Cabos All Inclusive Resort & Spa

o Diego Madero – Grand Fiesta Americana Los Cabos All Inclusive Golf & Spa

29 years after its founding, the Los Cabos Hotel Association reaffirms its commitment to the orderly and sustainable development of the destination, strengthening the industry solid, innovative and socially responsible hotel company.