The Embrace it program has been updated, increasing from 470 to 488 pesos per person in Baja California Sur, effective January 1, 2026. The funds will be allocated to environmental protection, tourism infrastructure, and social and cultural projects.
This adjustment represents an 18-peso increase compared to 2025. In line with the global agenda for responsible tourism, the state government indicated that the resources will be used for environmental protection, tourism infrastructure, and social and cultural projects in communities throughout the peninsula.
The Embrace it fee, established in the State Tax Law, applies to international visitors over 12 years of age who enter by air or land and stay more than 24 hours in Los Cabos, Cabo San Lucas, La Paz, or Loreto.
Payment is mandatory and is made exclusively online, either before the trip or upon arrival. This platform generates an electronic certificate with a QR code that may be requested from tourists during their stay or at points of entry, in accordance with current regulations.
“We are proud of the positive reception Embrace it has received from international visitors. The aggregated data confirms orderly behavior: payments made in advance, greater activity on weekdays, and stays with defined patterns. This reinforces the responsible tourism approach that Baja California Sur promotes,” stated Hugo Chapoy Córdova, Revenue Director of Tourist Tax Mexico, the company responsible for operating the platform and the visitor’s digital experience.
From July to December 2025, the aggregated data from the Embrace it program reflects a predominantly North American international visitor profile: the United States accounts for 77.1% of registrations and Canada 17.5%, while the remaining countries represent 5.4%.
By age, the behavior is concentrated among adult travelers, with the highest participation in the 45-59 age range (30.25%) and those 60 and older (29.94%), followed by those aged 30-44 (24.52%) and 18-29 (11.78%); those under 18 years of age show lower participation.
Regarding the timing of payment, the highest activity is recorded on weekdays (74.92%), with Friday being the day with the highest number of transactions (15.87%).
Payment is primarily made between one and two weeks before the trip (32.80%) and between four and six days prior (27.39%). Only 5.41% pay on the day of travel. As for the length of stay, the most frequent pattern is seven days (27.14%), followed by stays of four days (19.68%) and five days (15.44%).
Embrace it operates under the One Voice program, a collaborative framework that brings together the state government, private initiative and the tourism industry to offer a unified message to visitors: ‘Pay for tourism and protect Baja California Sur’.
Source: expreso.info
