CABO SAN LUCAS, B.C.S. — Los Cabos continues to shine as one of the world’s leading luxury travel destinations, posting record-breaking numbers in tourism growth, investment, and visitor spending. Over the past nine years, under the leadership of the Los Cabos Tourism Trust (FITURCA), the destination has doubled its average hotel rate, expanded to more than 40 international air routes, welcomed over 3.7 million visitors per year, and generated an economic return 323 times greater than the amount invested in tourism promotion.
More than 180 business leaders, hotel representatives, and tourism executives gathered at Playa Grande Resort & Grand Spa to honor FITURCA’s achievements. The ceremony was attended by key figures including Julio Castillo, Executive President of the Business Coordinating Council, and Armando García and Lilzi Orcí, President and Executive President of the Los Cabos Hotel Association.
Tourism Growth Reaches New Heights
According to Armando García, Los Cabos has undergone a major transformation since 2016:
“We’ve gone from 18 to more than 40 international routes, doubled the average hotel rate, and attracted over $3 billion USD in private investment, with more than 40 new hotels opening. Today, Los Cabos leads Mexico in visitor spending per capita, connectivity, and overall visitor satisfaction,” he said.
Lilzi Orcí highlighted the impressive rise in hotel rates — from $286 USD in 2019 to $481 USD in 2024 — and noted that the average visitor now spends $6,367 MXN per day, reflecting the destination’s strong positioning in the global luxury market.
FITURCA: A National Model for Destination Management
Founded nearly three decades ago, FITURCA has become a national benchmark in destination management, thanks to its public–private collaboration model that ensures efficient and transparent use of tourism funds.
Julio Castillo, from the Business Coordinating Council, emphasized the program’s broad social and economic impact:
“For every peso invested in promotion, Los Cabos generates 323 pesos in economic return. This success directly supports local development and job creation for the people of Los Cabos.”
Expanding Connectivity and Global Promotion
In the last five years, Los Cabos has added 22 new air routes, including major connections across Europe, Canada, the United States, and Latin America, making it Mexico’s third-best-connected destination with 572 weekly flights.
FITURCA actively promotes Los Cabos in 15 international markets across four continents and has integrated artificial intelligence tools to enhance the visitor experience. A historic marketing campaign across South America is also set to launch in 2025.
Commitment to Responsible and Inclusive Tourism
FITURCA’s strategy extends beyond growth — it’s focused on sustainability, inclusion, and high-quality service. The organization has developed 13 specialized guides for responsible tourism, and Los Cabos has been certified as a Queer Destination, while also earning top recognition from Forbes Travel Guide and Intertek Cristal Standards.
During the COVID-19 pandemic, the destination’s “Los Cabos With Care” program received the Sharecare Health Security VERIFIED seal for excellence in health and safety management.
Global Recognition and Awards
In 2025, Los Cabos collected an impressive lineup of international honors: 30 local properties were recognized in the Forbes Travel Guide Star Awards, including 13 with the coveted Five-Star rating. FITURCA also received the Platinum Award at the Hermes Creative Awards 2025 for innovation in its digital ecosystem Visit Los Cabos, which features immersive metaverse experiences and industry-leading web accessibility.
Additionally, Tripadvisor’s Travelers’ Choice Awards 2025 ranked Los Cabos as the second-best destination in Mexico and one of the Top 25 worldwide, with its beaches listed among the best in the country.
Looking Ahead
FITURCA’s Managing Director, Rodrigo Esponda, thanked the private and public sectors for their collaboration and emphasized that the destination’s best days are yet to come:
“We’ve achieved extraordinary results thanks to teamwork and shared vision. Our next challenge is to expand air routes, strengthen local talent, and reinforce Los Cabos’ status as the world’s leading destination for luxury, sustainability, and authentic experiences.”
With these goals in sight, Los Cabos continues to stand as Mexico’s tourism success story — a destination where economic growth, environmental responsibility, and world-class hospitality go hand in hand.
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