Los Cabos Strengthens Promotion and Consolidates Tourism Competitiveness in a More Demanding Global Environment
In an increasingly competitive international tourism landscape, Los Cabos has managed to maintain a steady flow of visitors thanks to a sustained, diversified, and coordinated promotional strategy across the destination’s various productive sectors. This was stated by Rodrigo Esponda, General Director of the Los Cabos Tourism Trust (Fiturca), as he shared a summary of the results achieved during 2025 and the challenges ahead.
Esponda acknowledged that, at the national level, Mexico faces a reduced promotional presence following the dissolution of the Mexico Tourism Board, which has coincided with increased international competition and greater investment from other destinations to attract tourists. However, he emphasized that Los Cabos has successfully navigated this scenario through a consistent work plan, in which hotels, restaurants, and tourism activity companies actively participate, allowing the destination to close the year with positive results.
Among the main achievements highlighted were the opening of new air routes, such as the addition of Copa Airlines, which strategically opens the Central and South American market, as well as the consolidation, for the second consecutive year, of air operations from Germany with stronger figures than the previous period. These advances, he explained, reflect a clear vision of diversifying markets and products, essential to maintaining the destination’s competitiveness.
Regarding safety, Esponda noted that, despite travel alerts issued by countries such as Canada and the United States for various regions of Mexico, Los Cabos and Baja California Sur have managed to clearly differentiate themselves in international markets. This distinction, he said, has been achieved through more precise strategic and digital communication, in coordination with authorities and organizations such as the United States government, under a public-private partnership.
The director of Fiturca cautioned that, in an information-saturated environment, it is difficult for foreign tourists to distinguish between regions within the same country, so the challenge lies in communicating more thoroughly and clearly that Los Cabos maintains distinct conditions in terms of safety and tourist experience. In this regard, he highlighted that exit surveys continue to show a solid and positive perception of safety among visitors, and that word of mouth remains the primary driver of recommendations for the destination.
Esponda stressed that this favorable perception should not lead to complacency. On the contrary, he affirmed that the trust has crisis management protocols and specialized agencies that allow for a proactive response to any incident, preventing information gaps and misinterpretations that could damage the destination’s image, as occurred in past years in other tourist areas of the country.
Finally, he defended the need to maintain and strengthen resources allocated to tourism promotion, underscoring the direct impact this activity has on the local economy. As an example, he mentioned that in the Los Cabos hotel sector, approximately 75 percent of workers are formally employed, a figure far exceeding the national average, where more than 53 percent of the economy is informal. This difference, he affirmed, is a direct result of the dynamism of tourism and the promotion, connectivity, and investment strategies that have been sustained in the destination.
Looking ahead to the coming years, and in a relevant context such as the 2026 FIFA World Cup, Esponda considered it essential not to let our guard down and to continue strengthening the Los Cabos brand, so that the destination remains competitive, attractive, and a generator of well-being for its residents.