The new ad campaign is designed to broaden the narrative on Los Cabos. (Photo Credit: Los Cabos Tourism Board)
TravelPulse caught up with Rodrigo Esponda, managing director of the Los Cabos Tourism Board, for an update on a wide variety of subjects, including the destination’s new campaign, “Where the Land Ends, Your Story Begins,” the ever-expanding number of new resorts, the continued growth of the luxury market and more.
Here’s what he had to say.
What distinguishes the new campaign from those of the past?
The “Where the Land Ends, Your Story Begins” campaign represents a pivotal and strategic evolution in our messaging and vision. We are moving beyond simply showcasing our breathtaking natural beauty to inviting a deeply personal and transformative experience for every traveler.
The campaign broadens the narrative of Los Cabos, emphasizing that we are far more than just a beach vacation; we are a dynamic tapestry of desert, coastal and marine ecosystems offering endless adventures.
Through our new campaign, we are seeking to redefine luxury and wellness, illustrating that these concepts extend beyond traditional spas and yoga to include authentic, immersive experiences.
Marine safaris offer educational experiences that connect visitors with nature. Sunrise kayaking and bird watching offer a serene setting and encourage a deep appreciation for one’s surroundings, and our pristine golf courses engage the mind, body and soul all at once.
Whale-watching in Los Cabos is a popular activity. (Photo Credit: Los Cabos Tourism Board)
Our holistic approach highlights Los Cabos’ rich cultural heritage, revered gastronomy and diverse activities, positioning it as a premium yet accessible destination that offers tailor-made experiences for every interest, ultimately encouraging visitors to discover their own unique narrative within our extraordinary landscape.
What are the latest developments regarding new hotels and resorts?
Los Cabos is undergoing an extraordinary period of growth in its hotel infrastructure, particularly within the luxury segment. We have a projected $900 million investment in new luxury hotel developments over the next three to four years, which will add hundreds of rooms from some of the world's most prestigious brands.
This includes upcoming openings such as Soho House & Beach Club, St. Regis Los Cabos at Quivira and St. Regis Residences, Park Hyatt Los Cabos, Rosewood Residences Old Lighthouse, Amanvari, Grand Hyatt, SIRO Palmilla, and Raffles Hotel and Resort.
The opening of Ánima Village in December 2025 will elevate our luxury retail and lifestyle offerings, bringing top-tier brands to Los Cabos, including Hermès and the first Zimmermann store in Latin America
In all, Los Cabos is the home to 15 Virtuoso hotels, six Preferred Hotels & Resorts, three Leading Hotels of the World and nine AAA 5-Diamond hotels.
How was business this year compared to last year?
Los Cabos has been able to sustain growth in international visits this year through our proximity and connectivity with the US, unique and personalized travel experiences, excellent customer service and overall value.
Los Cabos offers travelers an array of active pursuits, which include e-biking. (Photo Credit: Los Cabos Tourism Board)
Hotel occupancy is at 74% as of August 2025, which is two percentage points higher compared to the same time period in 2024, with an average daily rate of $352. Total air passengers from January to August 2025 have also increased by almost two percentage points when compared to last year, for a total of 2.63 million visitors.
Additionally, we’ve seen a strong and sustained demand for luxury experiences, demonstrated by the 13.2% increase in international private plane arrivals compared to 2024, including an astounding 81% increase since 2019.
Also, tourist satisfaction indicators remain at their highest levels, and repeat visitors continue to increase. Seventy-one percent of tourists rate Los Cabos as “more than expected,” and the percentage of returning visitors has stayed around 40% throughout 2025.
Are you witnessing any changes in terms of guest demographics?
While the US continues to be a top priority market for the destination – over half of travelers visiting Los Cabos come from the US – one of the changes we’ve seen recently is a more discerning, wellness-minded traveler. Twenty-three percent of all travelers to Los Cabos now report wellness among their top priorities when visiting, and these individuals are spending an average of $3,000 per trip specifically on our wellness offerings.
Year-over-year in-destination spending has been rising as well, showing that travelers across demographics are increasingly willing to invest in richer, more meaningful experiences at the destination.
What’s new on the airline front?
Along with the increase in international private plane arrivals, Los Cabos receives 600-plus weekly direct flights globally, with direct connectivity from 32 cities across the US and 330-plus weekly direct flights.
Additionally, three new flights from the US began operating this year. Volaris began operating flights from Oakland, Calif., to Los Cabos on March 30 and from Ontario, Calif., to Los Cabos on July 4. Southwest connected Nashville, Tenn., with Los Cabos on March 8.
In the next six months, scheduled air seats from the US are expected to reach 1.51 million, which is an 11.5% increase from the same time period in 2024.
What can travel advisors tell their clients regarding safety issues in Los Cabos?
Security is paramount in Los Cabos, and we have a comprehensive, multi-layered strategy in place to ensure visitors feel and are safe and secure at the destination.
Our approach includes a reinforced military presence, an enhanced Marine-led safety model, a dedicated security committee for coordinated strategies and a unified public-private security initiative with 24-hour surveillance across all major hotels. This ensures a safe and secure environment, allowing travelers to feel confident and at ease.
How important are sustainability issues to Los Cabos?
Los Cabos is also committed to a holistic approach to sustainability, focusing on the betterment of the local community, protection of its natural ecosystems and preservation of its culture.
To that end, a breadth of conscious, nature-centered experiences are available to explore, including visits with rescued and rehabilitated camels, conservation and rescue programs for the destination’s turtle hatchlings and more.
Part of Los Cabos’ sustainability vision is a shift in focus to community-based tourism, which is the active engagement and collaboration with its local communities.
For example, located in the heart of downtown San Jose del Cabo, the Sabores San Jose is a weekly celebration of the culinary richness of the area, offering attendees a cultural journey filled with color, flavor and authentic Baja spirit.
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