The Los Cabos Tourism Trust (FITURCA) presented its annual report for 2024, highlighting the positive impact of tourism promotion on the economic and social development of the region. The dissemination strategy implemented has proven to be highly effective, generating an economic spillover 323 times greater for each peso invested in promotion.

The report indicates a notable increase in the average nightly rate, which went from $286 dollars in 2019 to $481 dollars in 2024. In addition, the average expenditure per visitor reached $6,367 dollars with a stay of 6.1 nights, exceeding the expenditure of the previous year by a thousand dollars. These data reflect the high valuation of the tourist experience in the destination.

Quality tourism and diversification of experiences

During 2024, more than 60% of visitors participated in activities in contact with nature, while 16% explored local culture and gastronomy. This diversification has made it possible to strengthen the attractiveness of the destination and its tourist offer.

The tourism promotion campaign reached eleven key markets: the United States, Canada, Mexico, Colombia, Brazil, Australia, the United Kingdom, Spain, France, Germany and Japan. As a result, Los Cabos received nearly 3.8 million visitors in 2024. Despite a slight decrease in the total number of tourists compared to the previous year, the average spending per visitor experienced a significant increase.

The state's Undersecretary of Tourism and Economy, Fernando Ojeda, highlighted the importance of FITURCA and other promotion trusts in Baja California Sur, noting that "this has allowed us to compete and remain on a global scale."

Air connectivity: key to growth

Los Cabos established itself as the third best-connected destination in Mexico, with more than 572 weekly flights from 32 destinations in the United States, 11 in Canada, 16 domestic flights, and one in Germany. In addition, there was an 81% increase in the arrival of tourists by private aviation compared to 2019, with more than 93 thousand visitors.

Sustainable tourism and community development

One of the most significant advances in 2024 was the promotion of sustainable and community tourism. The Los Cabos Rural Guide, made up of more than 60 guides from 20 communities, promotes authentic experiences that directly benefit the local population. This effort, the result of three years of collaborative work, is constantly updated to strengthen rural development.

Rodrigo Esponda, General Director of FITURCA, highlighted the destination's commitment to responsible tourism: "Los Cabos' commitment is to tourism that not only encourages the arrival of travelers, but also promotes local well-being and development."

According to the report, 71% of the population employed in the tourism sector has employment benefits, and 81% of visitors expressed total satisfaction with their experience at the destination.

Strategy for 2025

With the aim of maintaining the upward trajectory, FITURCA has defined the following priorities for 2025:

Strengthen the quality of the tourism offer.

Maintain leadership in the US market.

Increase the arrival of Canadian tourists.

Consolidate the relevance of the destination at a national level.

Expand in emerging markets such as Australia, Brazil, the United Kingdom, Spain, Germany and Japan.

Increase air connectivity with new strategic routes.

The full 2024 results report can be consulted at: https://fiturca.com.