Rodrigo Esponda, director of the Los Cabos Tourism Trust (FITURCA), returns from a successful promotional caravan in Germany and Switzerland, just in time for the launch of the direct Frankfurt-Los Cabos flight.
Rodrigo Esponda, director of the Los Cabos Tourism Trust (FITURCA), led an intense promotional campaign in Europe, touring five German cities and Switzerland. The objective of this caravan was to consolidate Los Cabos as an attractive tourist destination for the European market, taking advantage of the upcoming inauguration of a direct flight between Frankfurt and Los Cabos, operated by the German airline Condor. This route will begin operating on November 3, with two weekly flights, on Wednesdays and Sundays, offering 320 seats per flight.
During his participation in the radio program Los Cabos a la Carta, Esponda highlighted the importance of this flight, pointing out that "Frankfurt is a key hub for air connections in Europe, which will allow us to attract tourists not only from Germany, but also from Switzerland, France, Italy, Spain, and other European countries." Esponda indicated that reservations have already been made from countries as diverse as Poland, Bulgaria, and Romania, in addition to the main European nations.
Promotion and Differentiation of Los Cabos
The promotion strategy in Europe focused on making presentations of the destination aimed at travel agencies, media, tour operators, and even influencers, creating an attractive format that included travel raffles and direct interaction with attendees. According to Esponda, the promotional effort was well received, obtaining a "very good response" from the European markets.
One of the most crucial aspects for FITURCA is to differentiate Los Cabos from other sun and beach destinations, both in Mexico and abroad. The director emphasized that unlike more well-known destinations in Europe, such as Cancun or popular resorts in Spain, Los Cabos offers a greater diversity of activities. "It's not just sun and sand here," he said, "we have mountain adventures, cultural activities, internationally recognized cuisine and, above all, a high level of security, which is something that European tourists value very much."
He also mentioned that Los Cabos competes directly with other long-haul destinations, such as the Maldives and Thailand, which are also a 12-hour flight from Frankfurt. However, Los Cabos differentiates itself by offering experiences that go beyond traditional beach tourism, with activities such as diving and golf, areas in which the destination is already widely known among specialized tour operators.
Flight Expectations and Rates
With the Condor flight about to begin, Espondaexpressed confidence that the new air link will attract a steady flow of visitors. "We are focused on ensuring that every flight is full," he said, explaining that prices are very competitive, with round-trip fares starting at $700. This flight contract has been secured for at least two winter seasons, with a total of 102 flights between 2023 and 2024, reinforcing the long-term commitment to connecting Los Cabos with Europe.
Challenges and Opportunities
Although promotion is moving forward in a solid manner, Esponda acknowledged that Los Cabos is still not a widely known destination in Europe, which represents a challenge. However, ongoing efforts to attract high-end tourism, with a focus on safety and exclusive experiences, are bearing fruit.
Regarding the possible reactivation of the Mexican Tourism Promotion Council, Esponda was cautious, mentioning that he has no confirmed information on the matter. However, he praised the public-private model of collaboration in Los Cabos, which has allowed the destination to position itself internationally, and stressed the importance of remaining competitive against other emerging destinations on the global scene.
Finally, he concluded that the success of Los Cabos depends not only on international promotion, but also on maintaining adequate local infrastructure, from roads to garbage collection, to meet the expectations of tourists.
