FITURCA Boosts Promotion of Los Cabos in South America Amid Challenges in the U.S. Market

The director of the Los Cabos Tourism Trust (FITURCA), Rodrigo Esponda, reported that the tourist destination is maintaining an intensive promotional strategy in South America, particularly in Brazil, Argentina, and Ecuador, with the goal of diversifying tourism markets amidst a complex international environment for tourism from the United States. During an interview on the program “Los Cabos a la Carta,” Esponda highlighted that air connectivity through Copa Airlines' flight between Panama and Los Cabos has opened up opportunities in new markets. “We are very pleased to be carrying out promotional activities in South America. As you know, we have the direct flight from Panama, which has allowed us to access the Central and South American markets, with very positive results,” he noted. The FITURCA director explained that they are currently on a promotional tour in five Brazilian cities, in addition to having recently participated in tourism events in Argentina and Ecuador. “We are currently in Brazil on a promotional tour, visiting five Brazilian cities. Previously, we participated in various events and promotional caravans,” he commented. Rodrigo Esponda indicated that the flight operated by Copa Airlines maintains an 82% occupancy rate, with three weekly flights throughout the year. He also emphasized that South American tourists are staying longer in the destination. “The average stay for South American tourists is 10 days, which allows the destination to have visitors who stay longer,” he stated. Regarding the attractions that Los Cabos offers compared to other beach destinations, the executive pointed out that the combination of nature, culture, gastronomy, and luxury services represents a competitive advantage. “What we offer in South America is culture and nature… beaches, gastronomy, golf, and wellness, with high-quality hotels and a Mexican culture that is very attractive to South Americans,” he affirmed. However, he acknowledged that the international context has created difficulties for the U.S. tourism market, the main source of visitors to Los Cabos. “This is perhaps the most challenging time the destination has faced in 10 years,” he warned. Esponda explained that factors such as geopolitical uncertainty, rising fuel costs, and perceptions of insecurity have impacted international tourism. “We saw a decrease in travelers in April due to perceived insecurity and negative media coverage in the United States,” he stated. Given this scenario, he emphasized the importance of enhancing the visitor experience through improvements in mobility, cleanliness, and service quality. “We must focus on maintaining the quality of the destination, the attention, the service, and the overall experience visitors are having,” he maintained. Finally, he predicted positive expectations for the end of the year thanks to the strengthening of the Canadian market, with the addition of new air routes to Los Cabos starting in November.