Interviewing Ruben Reachi is always a rewarding experience. He enthusiastically shares a world of plans for Los Cabos. In every topic we discussed, we were left with the impression that he is definitely doing what he is passionate about for a tourist destination that he believes in, if that were not enough, he has seen it come about an economic resurgence through strong will and teamwork.
From the very beginning, the VIP Summit has been a positive event that shows our partners the dynamism that drives Los Cabos. The 2015 summit was the ninth edition of this event and set the mark for attendance as well as the participation of restaurants, hotels, travel agencies and the local DMC.
The result of all the hard work and promotion exceeded expectations. Participants confirmed that Los Cabos is ready. The communications and presentations created to inform people about the destination are real.
One difference is the approach now taken with in-country tourism. We have the participation of agents in Mexico City, Guadalajara, Monterrey, Puebla, Chihuahua and Sinaloa, the locations where most domestic visitors come from.
Los Cabos in 2016
A modern and rejuvenated Los Cabos helped close 2015 with record numbers in all tourism segments. The pioneer One & Only Palmilla and Hacienda Beach hotels and the Grand Solmar Land’s End Resort & Spa, only timeshare property in the list of top 100 hotels in the world.
The development of golf courses is planned, as well as the introduction of name brand hotels such as Montage, Ritz Carlton Reserve, Grand Velas and JW Marriot. New investments in hotels such as Solaz a Luxury Collection Resort, Grand Solmar Rancho San Lucas and Villa Valencia have Los Cabos well positioned for several years.
Immediate plans? We will be more intentional in promoting Los Cabos in different markets, both domestic and abroad. Likewise, we will invest the time necessary to expand our direct flights to other major cities.
What actions are being taken to preserve the identity of Los Cabos?
Los Cabos Tourism Board has launched a study to standardize the identity of the destination. While it is a multifaceted destination that represents luxury for some, for others sport fishing, golf, spas and beautiful beaches, the essence of Los Cabos is linked to how we are perceived by visitors. We need to know this to reinforce and develop a strategic plan to promote the destination.
What are the iconic events?
For those seeking a culinary destination, the Sabor a Cabo food and wine festival was established 10 years ago. Of the many sport fishing tournaments, the most representative are definitely Bisbee’s and the Billfish.
In the area of sports tourism, we will continue sponsoring events such as the Half Marathon, Ironman and Los Cabos Open of Surf. We want to include a national triathlon that is recognized by the Mexican Triathlon Federation and also as a family event.
In 2016 we will be hosting the ATP250. The professional tennis tournament is recognized by the global association and will bring stars of this sport to play in Los Cabos. The ATP250 is the first in a series making up the US Open Circuit.
As for golf, we continue to seek the possibility of hosting a tournament. Of course, the Film Festival of Los Cabos will continue. The event has established itself as a hotbed of talent in the area of cinematography.
How does Los Cabos relate to the rest of the peninsula?
There is a symbiosis between Todos Santos and Los Cabos. The connection by a road with spectacular ocean views somehow expands the number of available tourism activities in both areas. The same is true with the city of La Paz. However, there are many undoubtedly attractive places to explore in this state that will complement any travel experience.