BY PEDRO BENITEZ-CRESPO
Rural tourism is defined as a type of tourism activity in which the visitor’s experience is related to a wide range of products generally linked to nature-based activities such as agriculture, farming, hiking, bird watching, camping, culinary experiences, safaris, mountain climbing, sightseeing, just to name a few.
Investment in rural tourism in order to empower local communities and build a sustainable future, was the main message that was promoted by the Los Cabos delegation during its participation at “IMEX America 2024” – one of the most prominent events in the meetings industry, which took place from October 8th to October 10th at the Mandalay Bay Convention Center in Las Vegas, Nevada.
Los Cabos’ commitment to sustainable tourism was shared through more than 500 business meetings during the 2024 edition of IMEX America, in which more than 30 representatives of the tourism industry of Los Cabos, including hotels, service providers and DMCs (Destination Management Companies) were present. A special presentation for 300 meeting planners, in addition to interviews with more than ten media outlets, 15 meetings with 230 planners and a special collaboration with Site Nite IMEX America, among other activities, took place as part of the promotional activity.
Throughout this forum, the commitment to authentic rural adventures and immersive experiences to empower local communities and improve their travel offering incentives was emphasized, always seeking to maintain its reputation for high-quality service, luxury accommodations and restaurants with Michelin stars.
Los Cabos has been making significant investments in rural tourism in the past years, in order to offer corporate groups, the opportunity to interact with local communities and embrace sustainability, while enjoying the high-end services for which the destination is known for.
“The future of meetings and incentive travel lies in authentic experiences with purpose,” said Rodrigo Esponda, General Manager of the Tourism Trust of Los Cabos. “By developing rural tourism, Los Cabos is diversifying its experiences to include immersive community-based activities, which benefit local businesses and create a deeper connection between tourists and locals. This, not only improves the travelers’ experience, but also strengthens the positive impact that tourism has in the region.”
Rural tourism is rapidly becoming a popular choice for travelers seeking authentic experiences and a break from urban life. This type of tourism centers on rural areas, offering visitors a unique blend of natural beauty, cultural heritage, and local lifestyles. From farm stays to nature walks, rural tourism provides a direct connection with the environment and community.
Los Cabos has carefully selected diverse experiences to combine the environmental sustainability with cultural commitment, ensuring a lasting impact on the participants, under the following criteria:
Improve the experience of travelers: The itineraries are designed to foster team spirit through special activities such as workshops, pottery, guided nature walks and cultural exchanges, providing a shared sense of achievement and deeper connection through rich cultural and wellness experiences.
Support community development: By interacting with communities, locals, incentive travel programs bring economic benefits directly to small businesses and artisans, promoting sustainable tourism practices and preserving cultural heritage.
Protect the flora and fauna: Recognizing the importance of its ecosystems, Los Cabos is investing in ecological infrastructure and promoting responsible tourism practices that allow event organizers to plan environmentally conscious retreats. This includes the development of eco-lodges, support for sustainable agriculture initiatives and the creation of educational programs that highlight the importance of conservation.
The shift towards rural tourism allows meeting and event organizers incorporate environmental responsibility and social well-being into their itineraries, integrating corporate responsibility in the travel experience. By adopting these elements, The Cabos is diversifying and by doing so, it will be able to offer a destination rich in culture and experiences, community-driven, ideal for creating unforgettable meetings and events. This approach also ensures that the economic benefits of tourism are distributed more equitably among the local community, while at the same time, protecting the natural environment and preserving the cultural heritage that makes Los Cabos a distinctive place to visit.
As more people look for meaningful and sustainable travel options, rural tourism stands out as an appealing choice. It not only enriches the travel experience but also contributes to the preservation of culture and nature, offering a win-win for tourists and rural communities alike.