FITURCA and the College of Public Image Present Training Program for the Los Cabos Tourism Sector
Presented at the Tianguis Turístico de México (Mexico Tourism Fair), the program aims to enhance operational excellence and contribute to the destination's global positioning.
The Los Cabos Tourism Trust (FITURCA), in partnership with the College of Public Image, announced the launch of the 2026 Training Program, an initiative aimed at hoteliers, tour operators, guides, agencies, and all stakeholders in the destination's tourism value chain.
The program was presented during the 50th edition of the Tianguis Turístico de México and includes six live virtual modules, taught by Álvaro Gordoa, Rector of the College of Public Image. It will also include recorded audiovisual materials available for later viewing, facilitating continuous access to each session.
With a total duration of 25 hours distributed during May and June, the program aims to elevate service quality and operational excellence in Los Cabos, contributing to its positioning as one of the world's leading tourist destinations. Topics to be covered include the power of public image, verbal image, physical image, professional image, digital image, and personal and institutional branding.
“Tourism is the undisputed engine of Los Cabos: in 2025 it generated an economic impact of 133.3 billion pesos. At the state level, it represents 35.8% of the total production of Baja California Sur. Given this cross-cutting impact, training is positioned as a fundamental pillar for strategic tourism promotion,” stated Rodrigo Esponda, General Director of FITURCA.
He added that “training is key to strengthening the destination’s competitiveness, as it raises the quality of service, promotes professionalization within the sector, and allows for adaptation to new trends and demands in the global market. A better-prepared workforce not only improves the visitor experience but also helps differentiate Los Cabos from other destinations, consolidating its positioning and fostering long-term sustainable growth.”
For his part, Álvaro Gordoa highlighted the importance of public image in the tourism industry: “In a world where perception is everything, this program integrates our expertise in public image so that participants can manage verbal and non-verbal stimuli in their daily work, strengthening the reputation of Los Cabos.”
This initiative is part of the ongoing training program promoted by FITURCA. Each year, the trust promotes training in strategic areas such as hospitality, tourism product development, analysis of tourist behavior in key markets—recently, Germany and South America—as well as crisis management and assertive communication, all aligned with its vision of sustainable development for the destination. Registration for the 2026 Training Program will be open to the entire tourism community of Los Cabos. The process will be coordinated directly by FITURCA, with the goal of ensuring accessibility and maximizing the positive impact on the sector.