The Los Cabos Tourism Trust (FITURCA) presented its public report for the year 2024, highlighting the positive effects of tourism promotion on the economic and social growth of the local community. Thanks to an effective promotion strategy, every peso invested in the promotion of the destination has generated 323 times more economic revenue, strengthening the region’s development.
In 2019, the average nightly rate was $286 dollars; by 2024, this amount increased to $481 dollars. Visitor spending per day, with an average stay of 6.1 nights, was $6,367, a thousand pesos more than last year. This indicates that tourists visiting Los Cabos deeply value their experience.
Notably, more than 60% of visitors participated in nature-related activities, while 16% explored local culture and gastronomy.
An active campaign drove this positive impact in eleven priority markets: United States, Canada, Mexico, Colombia, Brazil, Australia, United Kingdom, Spain, France, Germany and Japan. As a result, nearly 3.8 million visitors came to Los Cabos during 2024. Although there was a slight decrease in the total number of visitors compared to the previous year, the economic revenue per visitor experienced a notable increase.
“It continues to be a great success to have five tourism promotion trusts in Baja California Sur, among them FITURCA. This has allowed us to compete and maintain our position on a global scale,” said Fernando Ojeda, the state’s Undersecretary of Tourism and Economy, on behalf of the head of this agency.
Connectivity has also been key to this growth, with more than 572 weekly flights from 32 US destinations, 11 Canadian, 16 domestic, and one in Germany. This consolidates Los Cabos as the third best-connected destination in Mexico. It is important to highlight an 81% increase in visitor arrivals via private aviation compared to 2019, representing more than 93 thousand tourists.
In 2024, a significant development was the enhancement of sustainable and community-based tourism. The focus is on promoting authentic and immersive rural experiences that empower local communities. Over 60 tour guides from 20 different communities are part of the Los Cabos Rural Guide program. This initiative aims to diversify tourism experiences and primarily benefit the region’s local residents.
This guide is the result of three years of collaborative work. We maintain an open dialogue with the communities to learn about and promote the tourism products available in the rural area. This process is dynamic and constantly being updated.
Rodrigo Esponda, General Director of FITURCA, emphasised that “Los Cabos is committed to tourism that not only encourages the arrival of travellers but also promotes local wellbeing and development,” said Esponda.
“A significant percentage of the community benefits from the tourism activity in the region, which has led to the generation of numerous jobs, and 71% of the population has complied with the corresponding employment benefits. In addition, he highlighted the loyalty of visitors: 81% expressed complete satisfaction during their visit to Los Cabos.
With a view to 2025, FITURCA has defined the following strategic priorities:
- Strengthen the strategy focused on the quality of the tourism offer.
- Maintaining the interest of the US market.
- Grow in the number of visitors from Canada.
- Consolidate national relevance.
- Expand in emerging markets: Australia, Brazil, UK, Spain, Germany and Japan.
- Increase flight frequency and add new routes with high potential.
Quality tourism promotion is key to positioning Los Cabos as a preferred destination for discerning travellers. FITURCA reaffirms its commitment to the sustainable growth of tourism, ensuring that economic and social benefits reach the local community and positively impact the region.
The 2024 results report is public, and can be consulted at the following link: https://fiturca.com
