La Paz is positioning itself as one of Mexico’s most attractive boutique destinations, combining natural beauty with a focus on quality, exclusivity, and environmental stewardship.
According to the city’s hotel industry, average room rates rose 25 percent in 2025, reflecting visitors’ willingness to pay more for unique experiences in the capital of Baja California Sur.
“A boutique destination isn’t about numbers, it’s about personalized service, cultural authenticity, and well-preserved surroundings,” said Agustín Olachea, president of the Association of Hotel and Tourism Companies (Emprhotur). “Compared to last year, occupancy is up 5 to 6 percent, and nightly rates have climbed more than 25 percent. That growth provides more resources for our community.”
Tourism is La Paz’s main economic driver, bolstered by its favorable climate year-round. While domestic visitors flock in summer and during Holy Week, international travelers prefer October through May, when cooler temperatures allow for whale shark tours, wildlife encounters, and world-class windsurfing in La Ventana and El Sargento. Sport fishing peaks in September and October with dorado and marlin at their most active. The Sea of Cortez also draws visitors for sightings of orcas, turtles, dolphins, manta rays, and sea lions, alongside trips to Espiritu Santo Island.
Beyond marine activities, nearby towns enrich the cultural offering. Todos Santos has emerged as a hub for arts and festivals, while El Triunfo preserves history and local traditions. Balandra Beach, named Mexico’s most beautiful beach for five consecutive years, operates under strict management plans to balance tourism with environmental conservation. Baja California Sur is also a haven for birdwatchers, home to 56 of Mexico’s 120 seabird species, both endemic and migratory.
With its growing reputation and commitment to sustainability, La Paz is charting a course to become Mexico’s leading boutique destination.
