The Los Cabos Tourism Board (FITURCA) participated in 16 tourism promotion events between January and March 2026 as part of its strategy to strengthen the destination’s international position and build relationships with key stakeholders in priority markets.
The promotional agenda began with Los Cabos’ presence at FITUR in Madrid and continued with participation in major industry trade shows and meetings, including ANATO Vitrina Turística in Bogotá, Routes Americas in Rio de Janeiro, the Virtuoso Forum LAC in Lima, Peru, and ITB Berlin in Germany.
Together, these events resulted in more than 300 business meetings with tour operators, travel agencies, airlines and media representatives.
“We are promoting different travel segments in priority markets, generating conversations that connect the Los Cabos tourism offering with the motivations and preferences of travelers in each country,” said Rodrigo Esponda, managing director of FITURCA. “Through meetings with airlines, tour operators, travel agencies and media outlets, we seek to consolidate Los Cabos’ presence in established markets while opening opportunities in new regions, aligning our promotion strategy with travel trends, air connectivity and commercial opportunities identified in each market.”
During the first week of March alone, the tourism board’s team simultaneously participated in promotional events in Berlin, Rio de Janeiro and Lima.
In Berlin, Los Cabos representatives held more than 80 business meetings with European commercial partners. Among them were discussions with executives from Condor, the airline that reported sales exceeding 75% seat occupancy for the second season of its flights to Los Cabos.
Additional meetings were held with European companies including Golf Globe, a golf tourism specialist that will include Los Cabos in its winter offerings; Alltours, one of the main distributors in the German market; Berge & Meer, an operator that will begin promoting and selling Los Cabos starting in May; and Nekera, a Polish tour operator interested in supporting the destination’s growth in that market.
FITURCA also participated in Routes Americas 2026 in Rio de Janeiro. During the event, representatives met with airlines including British Airways, Alaska Airlines, Breeze, Flair, Porter, Viva, JetSmart, La Compagnie and Condor, as well as airport authorities such as Capital Region, which is operating a seasonal direct route to San José del Cabo during February and March 2026 with Apple Vacations.
At the Virtuoso Forum Latin America & Caribbean in Lima, FITURCA held more than 30 meetings with Virtuoso-affiliated travel agencies specializing in the luxury travel segment. Participants included travel advisors and commercial partners from key markets such as Brazil, Argentina, Chile, Uruguay, Colombia, Panama and Peru.
FITURCA representatives also attended the ANATO 2026 Vitrina Turística in Bogotá, one of the most important tourism trade shows in Latin America. The objective was to promote Cabo in the Colombian market, strengthen partnerships with tour operators and highlight connectivity with Copa Airlines via Panama, which connects with nine Colombian cities.
During a meeting with Aviatur, an agreement was reached to incorporate Los Cabos into offerings through Catai Operadora, a commercial partner in the Spanish market.
In the coming months, FITURCA will continue its promotional agenda at tourism industry events across Latin America and Europe.