FITURCA reports an 8% drop in international tourism to Los Cabos but anticipates a winter recovery
Los Cabos is experiencing a period of reduced tourism activity due to various international and national factors; however, the outlook points toward a recovery in the coming months, stated Rodrigo Esponda, Director of the Los Cabos Tourism Board (FITURCA).
In an interview on the radio program *Los Cabos a la Carta*, Esponda explained that the latest official data shows an 8% decrease in international arrivals to the destination. This situation is linked to factors such as rising fuel costs, uncertainty caused by international conflicts, and shifts in the perception of Mexico within some of its key source markets.
“We have a combination of factors affecting tourist arrivals to the destination,” noted the FITURCA director, adding that security-related issues also altered booking patterns during the first few months of the year.
Nevertheless, Esponda highlighted that tourism trends begin to shift in October and anticipated a winter season with increased air connectivity. He cited new routes including flights from Germany, six new connections from Canada operated by two airlines, and a connection to Cancún launching in December.
The FITURCA director also highlighted growth in markets other than the United States. During the first half of the year, tourist flow from Europe rose by 12%, while the South American market saw growth of 66.3%. Increases were also reported in the Mexican, Canadian, and Asian markets.
“All markets outside the United States, including the domestic market, have grown this year,” Esponda stated, though he acknowledged that the U.S. remains the primary source market for Los Cabos.
Facing an increasingly competitive international landscape, he noted that the strategy must focus on diversifying markets and strengthening the destination’s unique attributes, rather than competing solely on price. In this regard, he highlighted the importance of events such as the PGA golf tournament, noting that Los Cabos boasts a particularly wide range of golf courses within a compact geographic area. He also mentioned other segments and activities that help showcase the destination internationally.
Esponda emphasized that tourism competitiveness does not depend solely on promotion. Factors such as cleanliness, mobility, and visitor service also influence tourists’ perceptions of Los Cabos and their decisions to return.
Artificial intelligence to boost tourism
During the interview, the director of FITURCA also presented progress on incorporating artificial intelligence into the “Visita Los Cabos” digital ecosystem.
He explained that approximately 2,200 businesses are currently part of this ecosystem, while around 350 restaurants are integrated into the first phase of a new digital concierge service.
The tool will allow travelers to interact via WhatsApp with an AI system to browse options, plan itineraries, and make reservations at participating establishments.
“What we are doing is integrating an AI-powered concierge where travelers can handle the entire process—from itinerary planning to making reservations—directly,” he explained.
Esponda noted that the project aims to eventually expand to include hotels, activities, and other tourism services.
He also observed that artificial intelligence is changing how travelers search for information; consequently, Los Cabos must work not only to appear in traditional search engines but also to position itself within the responses and recommendations generated by AI systems.
Finally, he announced that the last quarter of the year would feature various activities and events—including VisViv and the Los Cabos International Film Festival—aimed at boosting tourism activity in the months following the low-occupancy period recorded in September.