Rodrigo Esponda Receives Recognition and Highlights Tourism Growth and Air Connectivity in Los Cabos
During an interview on the radio program “Los Cabos a la Carta,” Rodrigo Esponda, director of the Los Cabos Tourism Trust (FITURCA), spoke about the recognition he recently received from the Madrugadores Group, as well as the progress and challenges of tourism promotion in the destination, especially regarding air connectivity and market diversification.
Esponda received the “Builder of the Year” award, a title he said he accepts with gratitude and an institutional perspective. “I humbly accept this recognition, but on behalf of the Los Cabos Tourism Trust, because the institution is what’s important,” he stated, emphasizing that promotional work is the result of a collective effort between the public and private sectors and civil society. He added that FITURCA “is the mechanism that allows us to pool our efforts so that Los Cabos continues to be a world-class destination.”
During the conversation, the director of FITURCA explained that tourism promotion goes far beyond simply attending international trade fairs. “Attending a trade fair is just one element of the comprehensive work that needs to be done. There has to be preparation and follow-up work that, in some cases, takes many years,” he stated, referring to events like FITUR in Madrid or trade fairs in Berlin and London.
In that context, he highlighted recent results in international markets. Esponda revealed that “From 2024 to 2025, the European market saw a 70 percent increase in visitor traffic to Los Cabos,” driven primarily by Germany, where there is a direct flight, as well as by the United Kingdom, which has established itself as one of the main European source markets. Regarding South America, he indicated that growth was 50 percent and that, with the new direct route operated by Copa Airlines, it is expected that by 2026 “the number of South and Central Americans visiting Los Cabos could even double.”
Regarding the domestic market, Esponda emphasized the importance of new air routes, such as the direct Puebla-Los Cabos flight announced by Volaris. “This would be the 17th city in Mexico with direct connectivity to Los Cabos. In 2019, we only had eight,” he explained, highlighting that this expansion strengthens domestic tourism and facilitates travel for communities with a strong presence in the destination. He also mentioned that they are working to establish routes from cities like Ciudad Juárez and Mérida.
Regarding the United States, the main source market, Esponda acknowledged the economic and geopolitical uncertainty but urged caution. “We expect moderate growth in the number of Americans visiting the destination, and we need to focus on quality,” he stated. He emphasized that, in a complex international context, the challenge is to offer “value in the experience and in the quality of services.”
Finally, the director of FITURCA thanked his team and reiterated that the success of Los Cabos’ tourism promotion is the result of sustained, collaborative work. “The team is excellent,” he said with a laugh, making it clear that the destination’s strength lies in collaboration and a long-term strategy.
