FITURCA Ranked Among the World’s Top Four DMOs for the Fifth Consecutive Year
- Los Cabos took part in 133 meetings with industry professionals, alongside activities with travel advisors from the United States, Canada, and other strategic markets.
- Sixteen Los Cabos hotels are part of Virtuoso, a network that generated over $60 million in direct sales to the destination during 2025.
- Virtuoso recognized Rodrigo Esponda as a leader setting a benchmark for the global luxury tourism industry.
In a market where luxury tourism is evolving toward increasingly personalized, authentic, and high-value experiences, Los Cabos continues to strengthen its international standing through strategic relationships with key industry players. A prime example of this was its participation in Virtuoso Travel Week—one of the world’s most significant B2B gatherings for the luxury segment—held from August 8 to 14 in Las Vegas, Nevada.
This year’s edition brought together approximately 4,000 professionals from 107 countries, including hotels, travel advisors, destinations, DMCs, and other industry specialists. For Los Cabos, participating in this event offers an opportunity to maintain close ties with those who play a pivotal role in travel decisions for high-value market segments.
The importance of this platform is also reflected in the network’s commercial performance. Currently, 16 hotels in Los Cabos are part of Virtuoso; this community generated over $60 million in direct sales to the destination during 2025, cementing its status as a strategic partner in promoting and marketing the destination’s high-end tourism offerings. “Our participation in Virtuoso Travel Week goes beyond simply promoting Los Cabos; it represents an opportunity to strengthen relationships, generate business, and understand the direction in which luxury travelers are heading. Our goal is to continue building value for the destination through long-term partnerships, innovation, and an experience that meets our visitors’ expectations,” stated Rodrigo Esponda, Managing Director of the Los Cabos Tourism Board (FITURCA).
Los Cabos’ participation in Virtuoso Travel Week also garnered significant recognition: for the fifth consecutive year, the Los Cabos Tourism Board was nominated as one of the top four Destination Management Organizations (DMOs) in the world, out of a network of approximately 180 participating offices.
Adding to this achievement, Rodrigo Esponda, Managing Director of FITURCA, received the Luminary Award. This honor is part of the Virtuoso Selected Awards, with winners chosen directly by Virtuoso’s leadership. The award recognizes partners who stand out for their high professional standards, industry leadership, and commitment to the Virtuoso network. This distinction places Esponda among the professionals who—according to Virtuoso—set a benchmark for the industry and actively contribute to raising standards within the global luxury travel community.
A strategic agenda to strengthen the destination’s value and quality
Throughout the week, the FITURCA team executed an agenda that combined business meetings, public relations, networking, and the creation of new partnerships. In total, they held 133 one-on-one meetings with industry professionals, aiming to identify business opportunities and strengthen ties with travel advisors and strategic partners from various markets.
As part of the Virtuoso Adventure Community—of which Los Cabos is currently the only Mexican destination member—the destination participated in a specialized forum where 25 presentations were delivered to approximately 200 travel advisors. This activity allowed network professionals to gain insight into the experiences and offerings that set Los Cabos apart, particularly those centered on adventure, nature, and personalized travel. Los Cabos also achieved an international presence through its participation as the presenting partner of the Community Globetrotting Lunch, which brought together around 1,200 members from Virtuoso’s various communities.
The strategy also included specific actions to strengthen ties with the Canadian market. Los Cabos was one of three partners participating in an appreciation event for Canadian travel agencies—bringing together 60 agents—and held a strategic meeting with the Virtuoso team in the country to identify new opportunities and initiatives aimed at further boosting this market.
Direct engagement with industry partners was reinforced through a cocktail reception hosted by FITURCA for the destination’s hotel partners, owners, and travel agents, attended by approximately 100 guests. The event provided a forum for conversation and networking regarding the destination’s offerings and helped strengthen bonds with those directly involved in marketing them.
The commercial agenda also included a meeting with Island Destinations—attended by 22 travel advisors—and the renewal of a partnership agreement with Embark, one of the most prominent agencies within the Virtuoso network. This agreement aims to continue driving sales to Los Cabos from the United States, Brazil, and Canada—three strategic markets for the segment’s growth.
The editorial component also played a significant role. FITURCA held 20 meetings with media outlets specializing in luxury tourism, creating opportunities to keep Los Cabos at the forefront of international conversations regarding high-end destinations, experiences, and travel trends.
Beyond mere participation figures, Los Cabos’ presence at Virtuoso Travel Week reflects a strategy focused on strengthening the destination’s long-term value and quality: generating business, deepening relationships with key industry partners, maintaining an active dialogue with specialized media, and—simultaneously—continuing to elevate service and experience standards.
