Los Cabos Strengthens its Presence in Europe After FITUR with Key Meetings and New Connectivity Opportunities
Los Cabos’ recent participation in the International Tourism Fair (FITUR) in Madrid yielded significant progress in air connectivity, tourism promotion, and positioning the destination in long-haul European markets, according to Rodrigo Esponda, director of the Los Cabos Tourism Trust (FITURCA), who shared the results in an interview on the radio program “Los Cabos a la Carta.”
During the fair, which concluded its business agenda this week and will open to the general public this weekend, Esponda highlighted strategic meetings with European airlines and tourism consortiums. “I would mention two very important meetings we’ve had so far,” he noted. The first was with IAG, the consortium that includes airlines such as Iberia, British Airways, and Aer Lingus, with whom they reviewed specific opportunities for these companies to fly to Los Cabos. “We presented them with the business case, numbers, metrics, and teams, so they could come to the destination in the short term,” he explained.
The second important meeting was with Catai, a Spanish consortium focused on luxury and cultural tourism. Esponda detailed that a training session was held with 50 specialized travel agents. “We presented the entire history, the tradition, the origin of the Pericú people, the importance of the Sierra de la Laguna, and we believe that this is precisely Catai’s unique product,” he stated, emphasizing the importance of showcasing Los Cabos beyond just sun and sand.
Regarding air connectivity, the director of FITURCA highlighted the strong performance of the direct Los Cabos–Frankfurt flight operated by Condor, which is in its second season. “The occupancy rate is above 60%, which is exactly what we were aiming for to ensure the flight can continue and remain operational,” he indicated. This flight allows connections from various European cities such as Berlin, Zurich, Milan, Rome, Paris, Prague, and others, contributing to diversifying the origin of visitors arriving at the destination.
Esponda also highlighted that the UK market is emerging as one of the strongest in terms of volume and purchasing power, making it a natural candidate for future air routes. “Of the three markets, the strongest is the UK market in terms of both passenger volume and spending power,” he pointed out.
Beyond connectivity, the head of FITURCA emphasized the work being done to diversify Los Cabos’ tourism offerings, incorporating wellness experiences, rural tourism, and birdwatching. “European or long-haul travelers are looking for unique experiences that they can’t find in other destinations,” he commented. He added that this development is being carried out in conjunction with rural communities such as Miraflores, Santiago, and La Ribera, with the goal of generating direct benefits in these areas.
Regarding the meetings, incentives, conferences, and conventions (MICE) segment, Esponda noted that it represents approximately 10% of travelers arriving at hotels in the destination. “We are very competitive in corporate and incentive meetings,” he affirmed, while mentioning specific actions to further position Los Cabos in this market.
Finally, regarding the awards for best stand at FITUR 2026, Esponda commented that the international awards went to countries such as Egypt, Guatemala, and Abu Dhabi, while Mexico did not receive recognition this year. However, he indicated that a more detailed analysis of the country’s and the destination’s participation will be available in the coming days.
“We will have a more concrete summary next week,” Esponda concluded, noting that complete information will be available on the dedicated FITUR microsite.