Los Cabos Boosts Growth Strategy in Europe at FITUR 2026
FITURCA will participate in over 90 business meetings at the Mexico pavilion, strengthening alliances with agencies, airlines, and tour operators such as United Airlines Spain, Air Canada, Despegar, TUI Spain, Portugal & Americas, El Corte Inglés, W2M, Jumbo Tours, Alpitour, AVASA, among others.
This Monday marked the start of the Los Cabos Tourism Trust’s (FITURCA) activities at FITUR 2026, Spain’s most important International Tourism Fair and a key meeting point for the global tourism industry. From the Mexico pavilion, Los Cabos is actively participating in a program of meetings focused on strengthening commercial alliances, brand positioning, and generating demand in the European market.
The FITURCA team will hold more than 90 business meetings with travel agencies, airlines, tour operators, and strategic partners, in addition to meetings with media outlets. The agenda includes training sessions for travel agents and meetings with key business partners in the sector, such as United Airlines Spain, Air Canada, Despegar, TUI Spain, Portugal & Americas, El Corte Inglés, W2M, Jumbo Tours, Alpitour, and AVASA, among others. The goal is to showcase the diverse experiences offered by Los Cabos, from luxury and wellness getaways to family and adventure trips in Baja California Sur.
“FITURCA’s participation in FITUR 2026 is part of a strategy to consolidate and gradually grow the Spanish market, which has shown a positive trend. During 2025, approximately 2,500 Spanish tourists visited Los Cabos, mostly connecting via Frankfurt on Condor Airlines’ direct flight, positioning Germany as a key connection point for the European market to this destination,” stated Rodrigo Esponda, General Director of FITURCA.
As part of its program of activities, FITURCA participated in an event with CATAI—one of Spain’s leading luxury tour operators—and Aeroméxico, where more than 50 specialized agents gathered. This meeting provided an update on Los Cabos’ tourism offerings and highlighted the region’s history and cultural richness, with the aim of boosting sales among its high-profile clients.
FITURCA has also met with Spanish media outlets to share the latest news about the destination, strengthen editorial ties, and generate coverage that will encourage more travelers to discover Los Cabos and its surroundings.
Over the weekend, FITURCA will hold an activation in collaboration with Civitatis, focused on educating the public about Los Cabos’ tourism offerings, sparking travel interest, and reinforcing the destination’s presence among Spanish consumers.
From January 21 to 25 at IFEMA Madrid, the FITURCA delegation, together with 12 representatives from the Los Cabos hotel industry, will continue to promote strategic alliances around the destination’s multi-segment offerings, with an emphasis on luxury, nature, wellness, gastronomy, culture, and adventure.
Participation in FITUR marks the beginning of Los Cabos’ international promotional agenda for 2026, which includes a presence at more than 30 trade shows and commercial activities in Europe, Latin America, and Asia, as part of a strategy focused on diversifying markets and strengthening the destination’s global positioning.