VIP Summit 2026 Brings Together 400 Participants from 23 Countries to Boost Tourism in Los Cabos
Rodrigo Esponda, Director of FITURCA, highlighted new air connectivity opportunities, growth in the Canadian market, and the positioning of gastronomy as a key tourist attraction for the destination.
With 400 representatives from the tourism industry across 23 countries in attendance, the 20th edition of the VIP Summit served as a business platform designed to strengthen the promotion of Los Cabos and create new growth opportunities for the destination.
In an interview on the radio program *Los Cabos a la Carta*, Rodrigo Esponda, Director of the Los Cabos Tourism Board (FITURCA), noted that the event brings together airlines, tour operators, wholesalers, travel agencies, digital platforms, and companies specializing in tourism experiences and services.
“We are marking 20 years of this commercial platform. It is a business event with 400 participants,” said Esponda, who also highlighted the participation of companies from new international markets.
The FITURCA director explained that the summit aims to generate commercial agreements that will yield results in the coming months and years. He further noted that, according to reports from commercial partners, projected bookings for the first quarter of 2027 are on par with—or exceed—those recorded during the same period the previous year.
Regarding expansion opportunities, Esponda mentioned ongoing discussions with Copa Airlines to increase flight frequencies starting in early 2027, as well as interest from European operators in establishing seasonal flights from Italy, particularly during the summer.
He also highlighted the performance of the Canadian market, where operators are reporting significant growth and seeking to maintain year-round connections with Los Cabos, thereby reducing the seasonality of air travel. Regarding promotion, a new international campaign titled “Los Cabos for You” (“Los Cabos por ti”) was announced, designed to showcase a variety of travel experiences and offerings tailored to each visitor’s specific interests. The strategy is set to be implemented across the 21 markets targeted by the destination, including Mexico, the United States, Canada, South America, and Asia.
Gastronomy: A Growing Attraction
During the interview, Esponda noted that gastronomy has established itself as a key component of the local tourism offering. According to figures cited by the director of FITURCA, 16 percent of visitors identify gastronomy as their primary reason for traveling to Los Cabos.
As an example, he mentioned Air Canada’s interest in developing a division specialized in luxury tourism that integrates accommodation, transportation, and culinary experiences.
“Gastronomy plays a fundamental role in what sets us apart—especially because it serves as a perfect complement to sports activities,” he stated, explaining that this offering expands the range of experiences available to visitors and contributes to greater economic impact in the region.
The VIP Summit also featured activities that allowed participants to explore the culinary offerings and experiences in San José del Cabo and Cabo San Lucas, alongside working meetings, industry trend panels, and sessions with representatives from major international tourism companies.
Positive Outlook for the Winter Season
Regarding the outlook for the coming months, Esponda reported that Delta Air Lines projects a seven percent increase in seat capacity for the winter season compared to the same period last year.
He added that partners specializing in luxury tourism have also reported favorable indicators regarding average rates and sales, while discussions with companies in Mexico and South America point to new opportunities to boost bookings and connectivity.
The director of FITURCA emphasized that the goal is to maintain sustainable tourism growth and expand the economic benefits generated by tourism activity in Los Cabos. The twentieth edition of the VIP Summit concluded with commemorative activities and meetings among industry representatives, as part of a strategy aimed at consolidating existing markets, opening new routes, and diversifying the experiences the destination offers to international travelers.