The Los Cabos Tourism Trust made the presentation of the exercise carried out during 2022 where an overall growth of 35% in the destination was announced, as well as a considerable increase in the total of national and international arrivals to the destination.

With the presence of the Undersecretary of Tourism in Baja California Sur, Fernando Ojeda; as well as the Technical Secretary of FITURCA, Mauricio Salicrup and the general director of the Trust, Rodrigo Esponda, as well as great exponents of the tourism industry, the results of a year of successful work for the destination derived from the good use of resources were announced. obtained for the promotion of Los Cabos, resources that have broadened the world's perception of Mexico as a top international destination.

With a specific strategy that allows maximizing competitive advantages based on sustainability, diversity and inclusion, luxury, gastronomy and Wellness (integral health), FITURCA proposes a segmentation that allows Los Cabos to continue increasing business proposals in the national and international markets.

In addition, strategies such as the Sí o Sí campaign and the development of more than 85 creative materials for the promotion of the destination have allowed the expansion of national tourism, causing greater interest among Mexican residents themselves.

Rodrigo Esponda, director of the Los Cabos Tourism Trust, reported that it has been possible to connect with 15,728 travel agents, in addition to adding one more recognition by Virtuoso as the best tourism office worldwide, where there was great competition highlighting the arduous work carried out by the trust to achieve one of the most important recognitions in tourism worldwide.

Another of the great achievements of this 2022 was the opening of emerging markets such as Brazil, Colombia, Germany and Spain, the latter with the first direct flight operated from Madrid to Los Cabos.

Without neglecting the Meetings Industry, one of the most important segments for the development of the destination, Rodrigo Esponda informed that strategic alliances have been maintained with PCMA, MPI, Matriz Global Events, Prestige Meetings among many others, adding the presence of FITURCA in 39 industry events that have provided virtual training to more than 250 meeting planners.

On the other hand, 14 group presentations were held at IMEX Americas held in October where, in addition, 30 representatives of the value chain were obtained with an individual appointment schedule, a meeting with the Advisory Board and a presentation with 200 meeting planners in collaboration with MPI added the more than 500 appointments of the Los Cabos delegation.

Finally, emphasis was placed on a new promotion projection that will include the implementation of new tools within digital marketing that includes everything from blogs to presence on various platforms to enhance campaigns that allow approaching new markets with 14 campaigns that are in execution to maximize the return on investment that is carried out in 9 campaigns within the United States, four in Mexico and nine more in Canada.