As part of its market diversification strategy, Los Cabos is targeting European countries, leveraging improved air connectivity with the continent. “The European market has become very important for Los Cabos since we established direct connectivity, which we have been working on,” said Rodrigo Esponda, director of the Los Cabos Tourism Trust (Fiturca).
“Two years ago, we secured a direct flight from Madrid. Although we don’t have it this year, we have a direct flight from Frankfurt twice a week. This has attracted visitors from various European countries, such as France, England, Spain, Italy, Germany, Switzerland, and Austria, who are looking for a unique experience different from other beach destinations,” Esponda explained.
“In addition to the beach, Los Cabos offers nature, gastronomy, culture, adventure, security, and top-notch hotels. This combination is making the European market increasingly relevant,” he added during an interview at the International Tourism Fair (Fitur) in Madrid.
International Promotion Efforts
Regarding international promotion, Esponda mentioned that Fiturca will attend key events in strategic markets: “In March, we’ll participate in ITB in Germany, which is highly relevant due to the direct flight. We’ll also attend IMEX Frankfurt for congresses and conventions, and events in France and Japan. Additionally, we’ll be at ILTM for high-end tourism in Asia, North America, Brazil, and Cannes, France.”
“Although we participate in only a few events, we maintain a consistent presence with public relations efforts, commercial partnerships, and, in some cases, advertising or cooperatives, depending on the market,” Esponda emphasized.
Upcoming Developments in 2025
Esponda announced that three out of seven luxury projects under construction in Los Cabos will open this year. “While the number of rooms is not large, they are significant for Mexico. The Park Hyatt will open in June, followed by St. Regis, Amman, Siro, a One & Only project, Grand Hyatt, and Conrad.”
He also mentioned the forthcoming update of the Michelin Guide, which will boost gastronomic innovation in Los Cabos.
New Digital Ecosystem
Additionally, Esponda introduced a new digital ecosystem with AI interactions, enabling travel agents and consumers to conduct more accurate searches. “We have a new metaverse and a reprogrammed site that is fully accessible for people with visual, motor, or hearing disabilities, positioning Los Cabos as a world-class destination,” he concluded.
Source: La Agencia de Viajes
