The La Paz Tourism Trust, in collaboration with private businesses, the state government and universities, launched the “I Love La Paz” campaign in February. The initiative seeks to involve the local community in shaping the city’s tourism narrative and defining the type of tourism it wants to promote.
“We want to inform the community and involve them, so they understand how we want our destination to grow,” said Luz María Zepeda, director of the La Paz Tourism Trust.
According to Zepeda, one factor behind the restructuring of tourism promotion was the profile of visitors who came to La Paz in previous years. Many perceived the capital of Baja California Sur as a low-cost destination.
“We know very well that our destination is worth its price,” Zepeda said. “Some tourists were leaving dissatisfied because they found it more expensive than they expected. As a result, we began restructuring our tourism promotion efforts to attract travelers who are a better fit for the destination’s character.”
Zepeda also emphasized that tourism’s economic benefits extend beyond restaurants and tourism service providers to other sectors of the local economy. She cited a recent triathlon held in the municipality as an example. Participants arrived with family members, coaches, nutritionists and even pets, generating demand for lodging, food and pet care services.
“We learned that many triathletes were looking for places where they could stay with their pets, because some Airbnbs or hotels did not allow them,” Zepeda said. “It’s about generating opportunities and listening to people while involving the community. With the ‘I Love La Paz’ campaign, we want to understand what kind of destination we want. Yes, we want growth, but in a controlled way.”
As part of the campaign, organizers are developing a ten-point code of conduct for visitors outlining expected behavior for those arriving in the coastal city. The guidelines will include responsible water use and proper waste management on beaches. One local practice encourages visitors to take their trash with them, as there are no trash bins in beach areas.
Zepeda also noted that visitors from other countries and from other Mexican beach destinations have expressed surprise at the cleanliness of La Paz’s beaches. Media outlets such as NationalGeographic and Canadian Geographic have featured the city, highlighting its gastronomy, natural environment and outdoor activities.
Promotional strategies for the campaign include public relations efforts, digital and traditional media campaigns, participation in tourism events with travel agencies and tour operators, and visits from digital content creators and specialized journalists.
Zepeda added that the tourism trust has also participated in negotiations with airlines to expand connectivity to new domestic and international markets.
The “I Love La Paz” campaign can be followed on social media under the same name. Zepeda invited residents to participate in upcoming activities aimed at gathering community input about the city’s future.
The campaign promotes responsible and conscious tourism that respects the natural environment and the unique character of the Baja California Sur capital.
