Los Cabos Showcases its Productive and Cultural Identity at the International Tourism Fair in Madrid

During its participation in the International Tourism Fair (FITUR) in Madrid, the municipality of Los Cabos achieved a prominent presence by promoting not only its most well-known tourist destinations, but also its rich productive, cultural, and gastronomic offerings, particularly in the northern part of the municipality. This was stated by Abril Urueta, Director General of Economic Development for Los Cabos, in an interview for the radio program “Los Cabos a la Carta.”

Urueta explained that, while tourism promotion is an essential part of the strategy—led by the corresponding department—the economic component plays an equally important role. “A fundamental part of our activity is promotion, obviously tourism-related, but the economic aspect is also very important to us,” she affirmed.

In that regard, she emphasized that participation in FITUR allowed them to broaden the narrative of Los Cabos beyond San José del Cabo and Cabo San Lucas, giving visibility to communities such as Miraflores, La Ribera, and Santiago. “It’s very important for us to showcase the northern region, because we have many producers of regional goods there,” she emphasized.

One of the biggest attractions of the stand was the display of handcrafted products made by local producers, many of whom are part of the municipal program Orígenes (Origins). Among the items presented were handmade bookmarks, representative figures such as whales, masks, and the San José Mission, as well as crocheted keychains featuring cacti and endemic plants. “We brought nearly a thousand items on the first day, and they sold like hotcakes,” the official recounted.

In addition to the handicrafts, the culinary experience was key to connecting with the international audience. The presence of Lucía Trasviña, from the iconic Doña Pame restaurant in Miraflores—which is celebrating 60 years of history—allowed visitors to sample traditional dishes while learning more about the region’s identity. “Many people had no idea, and there they were, trying them, taking home the empanadas, the empanadas, the tacos…,” Urueta commented.

The Director of Economic Development emphasized that these meetings serve to highlight areas that are often overlooked by tourists. “We were sharing our experience in Los Cabos, but also in the northern region, all those wonders that are sometimes forgotten,” she noted.

At the close of the interview, Urueta described the participation as highly positive. “Everything we did representing Los Cabos was a success. It was a success, and we are all happy,” she concluded.