Los Cabos closed 2025 with 3.77 million visitors, the highest figure in its history, capping a decade of sustained growth and a 129% increase in arrivals over the past 10 years.
Tourism generated an economic impact of 133.3 billion pesos ($7.7 billion USD), supporting more than 44,000 formal jobs and extending benefits across the local economy.
Despite intense global competition and economic uncertainty, the destination strengthened its position as one of Mexico’s and Latin America’s leading luxury and high-value tourism markets.
The Los Cabos Tourism Board presented the results at an event attended by state and municipal authorities and business leaders. Under the leadership of the Los Cabos Tourism Trust (FITURCA), the destination expanded its presence to 21 international markets and achieved a return of 266 pesos for every peso invested in promotion.
“The destination maintains its volume of domestic and international tourists and continues to diversify source markets while increasing economic impact,” said Rodrigo Esponda, managing director of FITURCA.
In 2025 alone, FITURCA participated in more than 360 national and international trade shows, held over 27,000 business meetings and organized 180 familiarization trips involving more than 900 journalists, influencers, travel agents and tour operators. The campaign generated more than 2,500 strategic promotional actions.
Market diversification showed measurable progress. Emerging markets outside Mexico, the United States and Canada accounted for 2.3% of total arrivals in 2025, up from 1.3% in 2018. Growth came primarily from the United Kingdom, Spain and Japan, with increased visitors from Switzerland, Italy and France connecting through Frankfurt.
International air connectivity expanded from 38 airports in 2019 to 42 in 2025, including 32 in the United States, eight in Canada, plus Germany and Panama. International flights rose 45.8% from 16,382 in 2016 to 23,895 in 2025, according to federal aviation data. New routes include New York, Kansas City, Nashville, St. Louis, , Orange County, Frankfurt and Panama.
Domestic connectivity also increased, growing from nine routes in 2019 to 16 airports in 2025, adding destinations such as Santa Lucía, Cancún, Querétaro, Mexicali, Torreón and Los Mochis.
Hotel capacity expanded from 15,000 rooms in 2016 to 22,000 in 2025, with 80% classified as five-star. International luxury brands including Four Seasons, One&Only Palmilla, Zadún Ritz-Carlton, Waldorf Astoria and Grand Velas strengthened the region’s premium positioning.
Hotel performance reflected that growth. The average daily rate rose from $286 in 2017 to $440 in 2025, while revenue per available room increased from $203 to $306. Average occupancy held steady at 70%.
Tourism accounted for 44,019 jobs as of the third quarter of 2025, with wages 37.6% above the state average and 6% year-over-year growth. The industry represents 36.7% of municipal employment. Statewide, tourism contributes 35.8% of total production in Baja California Sur, accounts for 25.4% of businesses and employs 40.1% of the workforce.
Officials said the results reaffirm Los Cabos’ tourism leadership and underscore a promotion strategy focused not only on attracting visitors but also on generating broad economic and social benefits for the community.
