Despite the disappearance of the CPTM and a reduced budget, Los Cabos maintains its presence in the tourism market with creative strategies and strategic alliances
Since the disappearance of the Mexican Tourism Promotion Council (CPTM), tourist destinations face the challenge of promoting their services and experiences independently.
Rodrigo Esponda Cascajares, director of the Los Cabos Tourism Trust, highlighted that, despite having a smaller promotion budget compared to international tourist destinations in the Caribbean and the United States, they have managed to maintain an active work agenda with the organization of more than 100 events to promote the destination.
“I mentioned that the budgets we have as a Trust are very small compared to other destinations we compete with, such as Jamaica, the Dominican Republic, Hawaii or Las Vegas in the United States; our budget is very small. That is what we have to do all the promotional actions with, with them we manage to participate in more than 100 events a year, presentations, congresses and seminars.”
According to Fiturca, Los Cabos receives only 1.3% of the total 4% collected from the Lodging Tax. This budget is allocated to all actions aimed at promoting and publicizing the destination.
“We are working with 1.3% of what is collected from the lodging tax. Of the 4% collected, the Trust receives 1.3% of that amount, and with that amount we do promotion, marketing, training and events. We hold many events because we have the support of the local industry.”
With a budget of around 100 million pesos, Fiturca managed to attract 3.8 million visitors to Los Cabos, and also facilitated the creation of a direct flight to Germany.
Source: tribunademexico
