The three main tourist destinations in the state—La Paz, Loreto, and Los Cabos—present distinct visitor profiles, according to the most recent studies conducted by the Baja California Sur State Tourism Trust (Fitues) and the Los Cabos Tourism Trust (Fiturca).
Age, origin, length of stay, and types of accommodation reveal specific patterns in each municipality.
The study, “Profile of Tourists Visiting La Paz 2024,” indicates that 31% of visitors are between 26 and 35 years old, while 24% are between 36 and 45, making the capital city the destination with the youngest tourist demographic in the state.
It also indicates that 95.9% of visitors come from Mexico, primarily from Jalisco and Mexico City. The average stay is 7.6 days, and 48% stay in rented homes, while 34% stay in hotels.
Regarding education level, 59% hold a bachelor’s degree and 13% a postgraduate degree.
The most frequently mentioned activities include beach visits, walks along the boardwalk, and tours to Espíritu Santo Island. The study shows that 69% considered La Paz a sustainable destination before their trip, a proportion that increased to 86% after their stay.
In the case of Loreto, the report “Profile of Tourists Visiting Loreto 2024” indicates that 25% of travelers are between 46 and 55 years old, and 24% are over 56 years old—percentages higher than those recorded in La Paz and Los Cabos.
The study details that 53% of tourists are international, primarily from California, Arizona (United States), and Baja California. The average stay is 8 days, rising to 9.1 days for international visitors.
The report indicates that 74% of those surveyed had previously visited the destination, and that Loreto achieved a 90% Net Promoter Score (NPS), one of the highest in the state.
Among the most popular activities were nature observation, coastal tours, sport fishing, and visits to nearby islands.
Source: oem
