The luxury destination in Baja California Sur intensifies negotiations with Spanish airlines to attract more visitors from the Old Continent

Los Cabos, one of the most important luxury tourist destinations in Latin America, has set out to expand its presence in the European market, with special interest in attracting more Spanish visitors. Currently, 75% of the tourists who come to this paradise in Baja California Sur come from the United States, while connectivity with Europe is still limited.

Since last November, the German airline Condor Flugdienst operates the only direct route between Europe and Los Cabos, connecting Frankfurt with the Mexican destination. However, the Los Cabos Tourism Trust (FITURCA) seeks to expand this air offer with flights from Spain, a market with great potential.

Rodrigo Esponda, director of FITURCA, has revealed in an interview with ON Economía that negotiations are underway with airlines such as Ávoris and World2Fly to reestablish direct flights from Madrid. According to Esponda, "without direct flights it is impossible" to increase the influx of Spanish tourists, who currently have to travel via Mexico City.

The interest of the Spanish market is not only limited to air connectivity. Large hotel chains such as Meliá and Riu already operate in Los Cabos, while Iberostar and Palladium are in the process of developing projects in the region. In addition, international brands such as Hyatt and Hilton plan to open seven new hotels in the next three years, consolidating the high-end accommodation offer.

Unlike other Mexican destinations, Los Cabos is distinguished by its focus on quality rather than quantity. It currently receives around 3.74 million visitors a year, with an average expenditure of $2,200 per tourist, double that of other destinations in the country. "We focus on offering unique experiences that combine nature, gastronomy and sophistication," says Esponda.

Los Cabos offers an incomparable setting where the Sea of ​​Cortez and the Pacific Ocean converge, with a landscape that combines desert and mountains within a 60-kilometer radius. This diversity, coupled with top-level gastronomy, international events such as sport fishing tournaments, and a growing community of repeat visitors, make it a unique destination in the world.

The challenge for 2025 is to continue raising the quality of the tourism offering, maintaining a balance between development and sustainability. With strict construction regulations, height limits, and mandatory green spaces, Los Cabos seeks to ensure its growth without compromising its natural environment, including protected areas such as the Cabo Pulmo National Park.

The strategy is clear: strengthen air connectivity, consolidate Spanish hotel investment, and offer a differentiated tourist experience. Los Cabos is positioned as the ideal destination for European travelers seeking exclusivity, adventure, and luxury in a sustainable environment.

The 45th edition of the International Tourism Fair (FITUR) was inaugurated on January 22 at IFEMA Madrid with the distinguished presence of Their Majesties the King and Queen of Spain, who were received by José Vicente de los Mozos, president of the Executive Committee of IFEMA MADRID, along with an important delegation of ministers, government representatives and leaders of the tourism sector from around the world.

During the inaugural tour, the King and Queen visited several pavilions where they discovered the tourist proposals of the more than 156 participating countries, among which Brazil stands out, the partner country of FITUR 2025.

Brazil, partner country of FITUR 2025

Located in Pavilion 3, the Brazilian stand was one of the highlights of the opening event. The Minister of Tourism, Celso Sabino, the Director-President of EMBRATUR, Marcelo Freixo, and the Brazilian ambassador to Spain, Orlando Leite Ribeiro, welcomed the King and Queen of Spain and presented the tourist offer of the South American country.

Brazil exhibits its cultural, natural and gastronomic wealth with a series of activities such as capoeira demonstrations, traditional cuisine and presentations of emblematic destinations such as the Amazon, Rio de Janeiro and the Pantanal region.

A large-scale fair

FITUR 2025 has the participation of 9,500 companies, 156 countries and 884 exhibitors, of which 101 have official representation, displaying their offer throughout the nine pavilions of IFEMA Madrid.

The fair, which takes place from January 22 to 26, represents the main meeting point for the tourism sector at a global level, providing a key platform to share knowledge, generate business opportunities and explore the latest trends in tourism.

FITUR 2025: a space for innovation and opportunities

This year, FITUR is not only promoting traditional tourism, but is also betting on technological innovation, sustainability and specialized tourism, with segments such as FITUR Tech, FITUR LGBT+, and FITUR Cruises, reflecting the diversity and dynamism of the global tourism sector.

The fair will remain open until Friday for professionals in the sector, while the general public will be able to access it during the weekend to enjoy the wide range of tourist attractions on offer.

The 45th edition of the International Tourism Fair (FITUR) began this Wednesday, January 22, at the Ifema fairgrounds, consolidating itself as the most important tourism event in the world. This year, the fair brings together 156 countries and 9,500 companies in the sector, with an expected attendance of 250,000 visitors, of which 150,000 are professionals and 100,000 belong to the general public.

During the first days, access will be exclusive for professionals, opening its doors to the general public on Saturday, January 25 and Sunday, January 26. The price of tickets varies between 12 euros on the website and 16 euros at the box office, with free access for children under 8 years old.

Brazil, partner country of FITUR 2025

In this edition, Brazil is the official partner country, with an impressive stand where attendees can explore the diversity of its landscapes, traditions and culture. Among the highlighted activities are capoeira demonstrations and showcookings of traditional dishes.

Innovation and immersive experiences

FITUR 2025 is strongly committed to technology with spaces such as Fitur Tech, which presents innovative solutions for the tourism sector. Among the most striking attractions is a multi-sensory pool designed for hotels, which provides a complete relaxation experience.

Iberia surprises again with its virtual reality cabin, where attendees can experience piloting a plane. On the other hand, numerous countries, such as Peru, Lithuania and Jordan, have incorporated 3D glasses for virtual tours of their most emblematic destinations.

Spanish tourism at FITUR

Spain has a prominent presence with four pavilions dedicated to the national tourism offer. Aragon offers climbing walls, the Valencian Community offers virtual reality experiences, while Madrid invites you to taste its traditional Madrid stew and Castilla-La Mancha organizes wine tastings.

Diversity and culture

LGBTQI+ tourism also has an important place, with drag queen shows and parades that reflect diversity and inclusion. Japan, for its part, offers cultural experiences such as photo sessions with regional costumes and demonstrations of Kūdō, a Japanese martial art.

Tribute to the areas affected by DANA

FITUR 2025 pays tribute to the areas affected by the DANA that hit Valencia in October 2024 with the mural “Invencibles”, a work created by the artist Imanol Cilla Intxaurraga during the five days of the fair.

With an offer of activities that ranges from gastronomy to interactive experiences, FITUR 2025 consolidates itself as a key platform for the promotion and development of tourism on a global level.

The Mexican Ministry of Tourism (Sectur), in collaboration with a solid and united tourism sector, has inaugurated the Mexican pavilion at the 45th edition of the International Tourism Fair (FITUR) 2025, which will be held from January 22 to 26 in Madrid. This pavilion, the largest in America at the fair, exhibits the cultural, natural and gastronomic wealth of the country to the world.

A prominent presence at FITUR 2025

The Secretary of Tourism, Josefina Rodríguez Zamora, led the opening ceremony, accompanied by important figures such as Quirino Ordaz Coppel, Mexican ambassador to Spain, and the governors of various states such as Mara Lezama Espinosa (Quintana Roo), Lorena Cuéllar Cisneros (Tlaxcala), Rocío Nahle García (Veracruz), among others. In addition, state tourism secretaries, municipal presidents, legislators and representatives of the private sector were present. Rodríguez Zamora highlighted the joint effort of the tourism sector to position Mexico as a world-class destination, emphasizing that “tourism is a key tool for the well-being of all Mexicans, benefiting each of the links in the production chain.”

States and destinations present

Mexico has the participation of 21 states, including Baja California Sur, Baja California, Mexico City, Guanajuato, Jalisco, Oaxaca and Quintana Roo, represented by their Ministries of Tourism.

In addition, 12 emblematic destinations will be present at FITUR 2025, highlighting:

• Los Cabos, La Paz and Loreto (Baja California Sur)
• Cancún and Playa del Carmen (Quintana Roo)
• Mérida (Yucatán)
• Huatulco (Oaxaca)
• Acapulco, Ixtapa Zihuatanejo, Taxco and Ixcateopan (Guerrero)
• Monterrey (Nuevo León)

Objective: promote the greatness of Mexico

The Mexican pavilion aims to show the world the diversity of its tourist offer, from paradisiacal beaches to colonial cities, UNESCO-recognized gastronomy and sustainable tourism experiences. FITUR 2025 is a key platform to strengthen the country's international projection and attract investments that boost the tourism industry.

Mexico participates in the fair with an agenda full of activities, business meetings and cultural exhibitions that highlight the country's hospitality and potential for international tourism.