FITURCA presents financial year report 2021 -2022
The Los Cabos Tourism Trust announced the exercise carried out during the year 2021 with 176 million 356 thousand pesos, confirming an authorized budget of almost 200 million pesos for 2022. Great news, since this increase is crucial to continue with the work of promoting one of the most important tourist destinations in Mexico: Los Cabos.
Mauricio Salicrup, president of the Administrative Council of the Los Cabos Hotel Association, said that it is important to publicize why Los Cabos is giving such good results, highlighting that promotion is one of the crucial elements for the success of a tourist destination.
During the 2021 financial year, FITURCA allocated 5% of the budget (9 million 327 thousand 607 pesos) to administrative expenses, while 18% (31 million, 299 thousand 438 pesos) and 77% (135 million pesos) were allocated to promotion. 729,659 pesos) in marketing, thus using 100% of this in tourism promotion. A greater effort, since the world was in a health crisis due to the pandemic caused by Covid 19, which is why there was a great force in promotion by this trust, resulting in numbers that even exceeded those of 2019.
In the first quarter of 2022 alone, Los Cabos received more than 800 thousand visitors and March was classified as a historical month, because in this month, there were almost 325 thousand tourist arrivals, for which a new record is set with the 18% of arrivals compared to 2019. It is thanks to the great promotion and the effort of the marketing elements used in the destination, that Los Cabos has managed to position itself as one of the favorite luxury destinations, and hotel occupancy demonstrates it, Well, the average was 70% in the first quarter of 2022 with an average rate of 455 USD, it is worth mentioning that it is the largest in Mexico. As if that were not enough, Los Cabos registered a growth of close to 80% of international traveler arrivals through private aviation, 26% of air travel.
December 2021 was the month that received the largest number of private flights at the airports of Cabo San Lucas and San José del Cabo, registering an arrival of 10,254 flights, in the first two months of 2022 numbers of previous years have been exceeded, so Only in the month of January 8,139 private aircrafts arrived, and in February 9,401.
One of the most important factors in the success of a tourist destination is experience, which is why the Los Cabos Tourism Trust has been determined to carry out satisfaction surveys to determine the areas of opportunity and thus be able to work on the weaknesses and strengthen the opportunities to provide the service that a luxury destination like this requires, the data shows that 93% of tourism is satisfied with the destination: 91% of foreign tourism and 94% of national tourism.
The statistics showed that the average expense per person and per day in pesos has an average of $8,230 pesos; While foreign tourists can spend up to $9,526 pesos, Mexicans have spent $6,084 pesos. In addition, the average stay is 6.7 nights, with 7.4 days for national tourism and 6.3 for foreign tourism, while hotel stays can be 5.3 days.
Another important point to highlight is air connectivity, and it is that Los Cabos managed to strengthen itself in this regard, with a direct flight to Madrid, Spain, seven direct flights to Canada, 26 cities in the United States and eight in Mexico. Strategic cities that facilitate the flow of tourists to Los Cabos.
Los Cabos currently has more than 500 weekly flights and a growth of 1.3 million seats is still expected during the first half of 2022.
It is important to highlight the work of public relations so that everything said above is possible, as FITURCA made 28 national press and influencer trips, 22 press trips to the United States, adding the influencer program “Los Cabos Discovery” in this country, where four press releases were also published, achieving more than two billion impressions and 247 pieces of media coverage for the tourist promotion of our destination.
In Canada, two influencer and press trips were made, achieving more than eleven million press impressions and a total of 876 impacts.
To conclude, it is important to highlight that the Los Cabos Tourism Trust made every effort to strengthen its marketing strategies, as it has 20 business partners in the United States, four in Canada and 14 in Mexico. For this reason, the generation of campaigns such as “Set Yourself Apart” and programs such as “Los Cabos Specialist” achieved a greater impact on the international consumer with a large production of advertising for the media, thus achieving a broad analysis of new trends in the market.
Being an accessible and inclusive tourist destination, Los Cabos has managed to position itself as one of the most important in the world for meeting tourism, in addition, it continues to be the favorite of the American tourist and the arrival of national tourists grows every day.
Due to its hygiene and safety certifications, excellent service and, of course, its wide dissemination and promotion, Los Cabos is today the number one destination in Mexico and one of the top 10 in the world.