United Kingdom: A Priority Market for the International Expansion of Los Cabos
• The United Kingdom ranks as the fifth most important international market for Los Cabos, with 5,563 British visitors recorded between January and August 2026.
• FITURCA strengthened relationships with tour operators, distribution platforms, and international media to drive new marketing and promotional opportunities for the destination in Europe.
With the goal of increasing its presence in the European market and generating new business opportunities for the local tourism industry, the Los Cabos Tourism Board (FITURCA) participated in the 2026 World Travel Market (WTM) London—one of the sector’s premier international events. During the event, the organization carried out an agenda of over 60 meetings with tour operators, travel agencies, marketing platforms, and media outlets.
The destination’s participation reflects the growing importance of the United Kingdom within its strategy to diversify source markets. According to data from the Los Cabos Tourism Observatory, 5,563 British visitors arrived between January and August 2026, making the UK the destination’s fifth most significant international market and confirming its growth potential in Europe.
Over the course of the three-day event, FITURCA held business meetings with companies such as TUI, Hays Travel, Elegant Resorts, Best at Travel, Caribtours, Hummingbird Travel, and Catai. These discussions aimed to bolster the presence of Los Cabos within their travel portfolios, identify marketing opportunities, and increase awareness of the destination among British travelers.
The agenda also included meetings with international distribution and travel technology platforms—such as Skyscanner, eDreams ODIGEO, lastminute.com, and Amadeus—which are key players in enhancing the visibility of Los Cabos across digital channels used for travel searching, planning, and booking. The delegation included five partners from the destination—Loreto, National Car Rental, Nautilus, Grand Velas, and Native Trails—whose participation helped showcase a comprehensive range of offerings, including accommodation, transportation, and tourism experiences, while also facilitating commercial connections with the potential to generate new business opportunities.
A key focus of the agenda was air connectivity, a critical factor in facilitating the arrival of visitors from the United Kingdom. Currently, British travelers can reach Los Cabos via connections in the United States—leveraging a network of direct flights linking the destination to 33 U.S. cities—as well as through Mexico City and Frankfurt, Germany.
The latter option has gained particular significance following the resumption of Condor’s direct flight between Frankfurt and Los Cabos on November 2, which now operates twice weekly. This service expands connectivity options from Europe and presents an opportunity to strengthen the destination’s marketing in markets that currently lack direct flights to Los Cabos.
As part of the institutional presence, Juana Ortiz Basso, Commercial Director of FITURCA, participated in the international panel “The Growth Paradox,” alongside representatives from Travalyst, Much Better Adventures, and Iberostar Hotels & Resorts. The discussion explored the challenges destinations face in balancing the growth of tourism activity with sustainability and the well-being of host communities.
The dialogue underscored the importance of adopting indicators that evaluate tourism success beyond mere visitor numbers—incorporating factors such as the generation of economic value, benefits to local communities, and long-term destination sustainability. This approach aligns with Los Cabos’ strategy to attract higher-value travelers and bolster its international competitiveness. “The United Kingdom represents a strategic market for the international growth of Los Cabos and an opportunity to continue diversifying our visitor base. Our participation in WTM London is focused on generating concrete commercial results: strengthening relationships with tour operators, expanding our presence across distribution channels, and leveraging air connectivity options to facilitate the arrival of more European travelers. We aim to build long-term relationships that contribute to increasing the value that tourism generates for our destination,” noted Juana Ortiz.
