Good promotion strategies were applied.
The Los Cabos Tourism Trust (FITURCA) presented its public report for 2024, highlighting the positive effects of tourism promotion on the economic and social growth of the local community. Thanks to an effective promotional strategy, every dollar invested in promoting the destination has generated an economic benefit 323 times greater, strengthening regional development.
The report also notes that more than 60% of visitors participated in nature-related activities, while 16% explored local culture and gastronomy.
This positive impact was driven by an active campaign across eleven priority markets: the United States, Canada, Mexico, Colombia, Brazil, Australia, the United Kingdom, Spain, France, Germany, and Japan. As a result, nearly 3.8 million visitors arrived in Los Cabos in 2024.
“It continues to be a great success to have five tourism promotion trusts in Baja California Sur, including FITURCA. This has allowed us to compete and maintain our position on a global scale,” said Fernando Ojeda, the state undersecretary of Tourism and Economy, representing the agency’s director.
Connectivity has also played a key role in this growth, with more than 572 weekly flights from 32 U.S. destinations, 11 Canadian cities, 16 domestic locations, and one in Germany. This makes Los Cabos the third-best connected destination in Mexico.
It is also noteworthy that the arrival of visitors via private aviation increased by 81% compared to 2019, representing more than 93,000 tourists.
Another major achievement in 2024 was the promotion of sustainable and community-based tourism. Authentic and immersive rural experiences are being developed to empower local communities.
Currently, more than 60 tourist guides from 20 communities are part of the Los Cabos Rural Guide, an initiative aimed at diversifying tourist experiences while benefiting local residents. The creation of this guide is the result of three years of collaborative work, maintaining open dialogue with communities to promote tourism products in rural areas. This process remains dynamic and continuously updated.
Rodrigo Esponda, General Director of FITURCA, emphasized: “Los Cabos is committed to tourism that not only attracts travelers but also enhances local well-being and development.”
A significant percentage of the community perceives the benefits of tourism, which has led to job creation and ensured that 71% of the population receives appropriate employment benefits. Additionally, visitor loyalty remains strong, with 81% expressing complete satisfaction with their experience in Los Cabos.
Quality tourism promotion is key to positioning Los Cabos as a preferred destination for discerning travelers. FITURCA reaffirms its commitment to sustainable tourism growth, ensuring that economic and social benefits reach the local community and create a lasting positive impact.