Los Cabos Promotes Tourism Professionalization with Successful 10th ASUDESTICO Sales and Marketing Forum

With more than 400 attendees and the outstanding participation of 100 university students, the 10th Sales and Marketing Forum was held by the South California Association of Timeshare Developers (ASUDESTICO), led by its CEO, Javier Olivares. The event took place at the Hacienda del Mar Hotel and brought together tourism industry leaders, communications and marketing experts, and inspiring figures from the sports world.

The forum was inaugurated by the Mayor of Los Cabos, Christian Agúndez Gómez, who highlighted the importance of ongoing training and connecting the tourism sector with new generations. “Events like this strengthen the professionalization of the industry and instill in young people a commitment to service and innovation in tourism,” he said. A Growing and Transforming Industry

One of the key moments of the event was the participation of Juan Ignacio Rodríguez, global president of RCI, who offered an overview of the global timeshare industry. According to Rodríguez, this sector generates $21 billion in annual sales, of which Mexico represents 27%, at $6.2 billion, positioning itself as the second largest market in the world, behind only the United States.

“Destinations such as Cancún, Riviera Maya, Vallarta, and Los Cabos are among the most popular among international tourists, especially Americans, who represent 75% of buyers,” explained Rodríguez. He added that the current challenge is adapting to new consumer profiles, from millennials to baby boomers, through digital marketing strategies, artificial intelligence, and personalized experiences.

Panels with a National Vision and Local Leadership

One of the most enriching moments of the forum was the panel of local associations, moderated by Rodríguez, which included representatives from Cancún (Miriam Cortés), Puerto Vallarta (Luis Ángel Martínez), and Los Cabos (Javier Olivares). They shared experiences on successful models, common challenges, and proposals for collaboration to improve the competitiveness of Mexican vacation tourism.

In addition, lectures on leadership, communication, and digital marketing were offered, with speakers such as Ángel Fonseca and Jorge Sars, as well as renowned soccer coach Chucho Ramírez, who inspired attendees with a talk on discipline, preparation, and self-awareness.

“His message was clear: if you prepare, you can compete and succeed. It’s the same principle that applies to the tourism sector; we need to believe in ourselves, become more professional, and evolve,” Olivares emphasized. Million-dollar revenue and opportunities for young people

During his speech, Olivares revealed relevant data on the economic impact of timeshare in the destination: approximately 75 to 80,000 tourists arrive in Los Cabos each month under this scheme, generating an estimated average spending of $1,500 per visitor. This represents a monthly injection of at least $12 million into the local economy.

He also mentioned that there are currently more than 8,200 timeshare units in Los Cabos, with more constantly being added, so the demand for trained personnel continues to grow.

To this end, the forum included a job board, where dozens of students expressed interest in joining the industry. “We are happy to see motivated young people. We want them to know the value of this industry and the many opportunities it offers to build a solid career in tourism,” added Olivares.

Public-Private Cooperation, Key to the Future

One of the event’s central messages was the call to strengthen cooperation between the public and private sectors to continue positioning Mexico as a world leader in vacation ownership. “Tourism is a cross-cutting industry that requires the Ministry of Tourism, but also the Ministry of Communications, Labor, Economy, and other entities. Only by working together will we achieve a solid and sustainable infrastructure,” said Juan Ignacio Rodríguez.

Finally, both organizers and participants agreed that this forum not only offered tools and knowledge, but also motivation and vision to face the new challenges of tourism.

“Los Cabos has the talent, the product, and the leadership to continue shining globally in timeshare. What we need is to continue believing in ourselves and in what we can achieve together,” concluded Javier Olivares.