FITURCA Participates in 16 Promotional Events So Far This Year
- From January to date, more than 300 business meetings have been held with tour operators, travel agencies, airlines, and media outlets.
The Los Cabos Tourism Trust (FITURCA) has participated in 16 tourism promotion events between January and March 2026, as part of its strategy to position the destination internationally and strengthen relationships with key players in priority markets.
The promotional agenda began with Los Cabos' presence at FITUR in Madrid and continued with activities at industry fairs and events such as ANATO Tourism Showcase in Bogotá, Routes Americas in Rio de Janeiro, Virtuoso Forum LAC in Lima, and ITB Berlin, among other promotional venues.
These participations have resulted in more than 300 business meetings with tour operators, travel agencies, airlines, and media outlets. The delegations included companies from Los Cabos, integrated into the promotional effort led by FITURCA.
“We are promoting various segments in priority markets, generating conversations that allow us to connect Los Cabos' offerings with the motivations and preferences of travelers in each country. Through meetings with airlines, tour operators, travel agencies, and media outlets, we seek to consolidate the destination's presence in established markets and open opportunities in new regions, aligning our promotional strategy with travel trends, air connectivity, and business opportunities identified in each market,” stated Rodrigo Esponda, CEO of FITURCA.
During the first week of March alone, the trust's team participated simultaneously in promotional events in Berlin, Rio de Janeiro, and Lima.
ITB Berlin: Meetings with New Tour Operators
During the ITB Internationale Tourismus-Börse, from March 3 to 5 in Berlin, representatives from Los Cabos participated in more than 80 business meetings with commercial partners from Europe. Among the key meetings were conversations with executives from Condor, an airline that reported sales exceeding 75% occupancy for the second season of its flights to Los Cabos.
In addition, meetings were held with European companies such as Golf Globe, a golf tourism operator that will incorporate the destination into its offerings for the upcoming winter season; Alltours, one of the leading marketers in Germany; Berge & Meer, an operator that will begin promoting and marketing Los Cabos in May; and Nekera, a Polish tour operator interested in boosting the destination's growth in that market.
In these promotional activities, FITURCA was accompanied by a delegation of Los Cabos companies, including the Loreto Tourism Trust, Grupo Solmar, Baja Expeditions, and Epic DMC.
Routes Americas: Dialogue with Airlines
In parallel, FITURCA is participating in Routes Americas 2026, a meeting taking place from March 3 to 5 in Rio de Janeiro. During the event, meetings have been held with airlines such as British Airways, Alaska Airlines, Breeze, Flair, Porter, Viva, JetSmart, La Compagnie, and Condor; as well as with airport authorities such as Capital Region, which is operating the seasonal direct route to San José del Cabo during February and March 2026 with Apple Vacations.
The destination's continued participation in this forum seeks to strengthen its position with airlines that are analyzing expansion opportunities in emerging markets.
Positioning in Latin America
During the Virtuoso Forum Latin America & Caribbean, held from March 2 to 5 in Lima, FITURCA has met with Virtuoso-affiliated travel agencies in the region, specializing in the luxury segment. In total, more than 30 meetings have been held with travel advisors and business partners from key markets such as Brazil, Argentina, Chile, Uruguay, Colombia, Panama, and Peru, among others.
As part of the market diversification strategy, training sessions and business visits have been conducted simultaneously in Lima. Meetings with tour operators such as Costa Mar, Epic Viajes, Vacacionate, and CIC Operadora stand out, focusing on analyzing Los Cabos' competitive positioning within the market.
A breakfast presentation was also held with travel agents and Copa Airlines, where the destination's offerings were shared, along with the strategy and connectivity via Panama, which facilitates access from various Latin American markets.
ANATO 2026: Boosting Connectivity via Panama
Last week, FITURCA participated in the ANATO 2026 Tourism Showcase, held from February 25 to 27 in Bogotá, considered one of the most important tourism fairs in Latin America.
The Los Cabos delegation comprised nine companies from the region, who joined the FITURCA promotional strategy: Cactus Tours, Grupo Solmar, Pueblo Bonito, Mexico Grand Hotels, Hyatt Ziva, Royal Solaris, Grand Fiesta Americana, Casa Dorada, and Hacienda del Mar. Their presence at the event aimed to strengthen the destination's promotion in the Colombian market, foster partnerships with tour operators, and promote connectivity with Copa Airlines via Panama, which connects to nine Colombian cities.
During the three days of the trade show, the Los Cabos delegation held over 110 business interactions with travel agents, both at the Mexico booth and in shared promotional spaces with HotelDO and CIC Operadora. They also conducted training and promotional activities, including a destination presentation during the HotelDO Campus to 150 travel agents, as well as an additional session with 10 agents at the Solaris Mayoristas offices. Furthermore, during a meeting with Aviatur, an agreement was reached to implement the destination's tourism product through Catai Operadora, a business partner in the Spanish market.
International Promotion Strategy
Participation in trade fairs, air connectivity forums, and trade missions is part of Los Cabos' international promotion strategy, focused on strengthening relationships with business partners and diversifying source markets.
In the coming months, FITURCA will continue its promotional agenda at tourism industry events in Latin America and Europe.
