Los Cabos Attracts New Opportunities from the UK and Europe at WTM London 2025
Los Cabos reaffirmed its position as a world-class destination during its participation in the World Travel Market (WTM) London 2025, one of the world’s most important tourism events. The delegation, headed by Rodrigo Esponda, CEO of the Los Cabos Tourism Trust (FITURCA), held an agenda of more than 40 business meetings and interviews with international media specializing in the luxury, wellness, and adventure segments, as well as meetings with agencies and strategic partners interested in developing new tourism products for the destination.
“WTM London is an exceptional platform to strengthen relationships and open new opportunities with key players in one of our most important long-range markets,” Esponda noted. “Our participation reflects the consistency of FITURCA’s strategic work in high-potential markets like the United Kingdom, where travelers value authenticity, sustainability, and high-level service. This market also directly contributes to the growth of the European segment, which is now more easily connected through Frankfurt, thanks to Condor Airlines’ direct flight.”
At WTM London, Rodrigo Esponda participated as a speaker on the “Climate Adaptation” panel of the ICF Tourism Visionaries Circle, organized in collaboration with the Global Travel & Tourism Resilience Council, where he shared Los Cabos’ vision as a sustainable and resilient destination. The panel included prominent international tourism leaders such as Alessandra Priante, President of the Italian National Tourist Board (ENIT); Adam Oubuih, CEO of Atout France; and Oddný Arnarsdóttir, Director of Visit Iceland. During the conversation, the main challenges of climate change were addressed, and the actions that Los Cabos is promoting to protect its natural resources and strengthen collaboration between sectors were recognized, consolidating the destination as a benchmark in responsible tourism.
Constant growth of the UK market
According to data from the Los Cabos Tourism Observatory, arrivals from the United Kingdom show a positive trend through 2025, driven by European air connectivity and high levels of visitor satisfaction. British travelers are characterized by longer stays (average of 10.5 days), high average spending (over $58,000 MXN per trip), and a preference for 4- and 5-star hotels.
Overall, arrivals from Europe increased by 11.3% in 2025, with notable growth from Germany (+125%) and more than 5,300 British visitors in the first half of the year. These figures reflect FITURCA’s efforts to diversify source markets and strengthen air connectivity from the European continent.
Alliances and Future Opportunities
During the event, Los Cabos held meetings with new agencies interested in developing tourism products focused on the luxury, wellness, and adventure segments, which will strengthen the destination’s presence in Europe. These alliances will also translate into joint promotional activities and training programs for travel agents and tour operators, in order to deepen their knowledge of the destination and generate new business opportunities.
“WTM is an opportunity; this important event allows us to showcase not only our tourism infrastructure but also the value of collaboration,” added Esponda. “Each meeting reinforces how the joint work between FITURCA, the hotel sector and our international partners continues to elevate the global reputation of Los Cabos.”