The La Paz Tourism Trust, in conjunction with the private sector, the state government, and universities, launched the “I Love La Paz” campaign in February 2026. This initiative aims to involve the local community in building a narrative about the destination and the type of tourism they want to promote in the municipality.
This was announced by Luz María Zepeda, director of the La Paz Tourism Trust, who explained that the campaign seeks to change the narrative surrounding the trust’s work and how the La Paz community welcomes visitors.
“We want to inform the community and involve them so they understand how we want our destination to grow,” said Zepeda.
The official indicated that the desired tourism growth is controlled, not mass tourism, and is geared toward responsible and conscious tourism that respects the natural environment and the municipality’s unique characteristics.
The campaign began development in 2025 and was officially launched on February 22, 2026. Since then, the initiative has maintained a presence on social media and involves the Business Coordinating Council (CCE) and university students from various disciplines.
According to Zepeda, one of the factors that motivated the restructuring of tourism promotion was the profile of visitors who came to La Paz a few years ago, who perceived the city as a low-cost destination.
“We know very well that our destination is worth its price because they left dissatisfied, finding it more expensive than they expected. So, as a result, we began to restructure our tourism promotion strategy, precisely to attract a traveler who was more aligned with and suited to the destination’s character,” he stated.
Regarding the impact of tourism on the local economy, Zepeda pointed out that the economic benefits are not limited to restaurants or tourism service providers, but extend to other sectors as well. She cited the recent triathlon held in the municipality as an example: participants arrived with family members, coaches, nutritionists, and even pets, generating demand for lodging, food, and pet care.
“I also learned that the triathletes themselves looked for places to board their pets because perhaps Airbnbs or hotels didn’t allow them. So, it’s about generating opportunities and also, in a way, trying to listen, obviously involving the community to understand what we want from this, to understand the kind of destination we envision. Yes, we want it to grow, but in a controlled way,” said the director.
As part of the campaign, they are working on developing a ten-point code of conduct for visitors, outlining expected behaviors for those arriving in the municipality. Among the points being considered are the moderate use of water and proper waste management on beaches, where the local practice is for each person to take their own trash with them, given the lack of bins in the beach areas.
The director also highlighted that visitors from other countries and other Mexican beaches have expressed surprise at the cleanliness of La Paz’s beaches. She noted that media outlets such as National Geographic and Canadian Geographic have featured the municipality, showcasing its gastronomy, natural beauty, and activities.
Regarding international promotion, the Tourism Trust operates 11 air routes, 10 of which are domestic. The active international route connects La Paz with Los Angeles, facilitating the arrival of visitors from the Californian market.
Promotional strategies include public relations, digital and traditional media campaigns, participation in events with travel agencies and tour operators, as well as visits from digital content creators and specialized journalists.
Zepeda indicated that the trust has also participated in negotiations with airlines to expand the municipality’s connectivity to new markets, both domestic and international. She also mentioned that La Paz received its first-ever international award at the HSI Awards, thanks to a collaboration with the Discovery Channel’s Adventure Cities program.
Source: oem
