The Los Cabos Tourism Trust (FITURCA), together with a delegation of 10 hotels and four tour operators (DMCs), held a series of promotional events in strategic cities such as Frankfurt, Munich, Hamburg, and Zurich. These activities, carried out in collaboration with Condor Airlines, prepared the ground for the inauguration of the new direct air route between Frankfurt and Los Cabos, which will start operations on November 3rd, 2024.
“The new direct route, operated by Condor Airlines, aims to attract 16,000 tourists, consolidating European tourism as the third most important international market for Los Cabos. It is estimated that this influx will generate an economic spillover of more than one billion dollars in the region, significantly boosting local development,” said Rodrigo Esponda, General Director of FITURCA.
The route, also confirmed for the 2025 and 2026 seasons, not only opens new doors to the European market but also marks a strategic advance in Los Cabos’s growth of international tourism. FITURCA has implemented an ambitious promotional strategy to boost this new connection in Germany and Switzerland and consolidate Los Cabos’ presence in the European market, particularly in Germany.
Ten reasons to visit Los Cabos
As part of the promotional strategy, events were held with more than 60 media specialists in tourism, lifestyle, gastronomy, and sports in Munich, Hamburg, and Zurich. In addition, more than ten individual meetings were held with media representatives, who presented ten reasons Germans and Swiss chose to visit Los Cabos. Highlights included biodiversity, natural wealth, gastronomy, Condor’s new direct route, and the safety of the destination.
For the first time, Los Cabos implemented a consumer-driven promotion strategy, which included radio and outdoor advertising campaigns and events in major German and Swiss cities. Highlights included the installation of life-size whales in Main Taunus, Skyline Plaza, and Frankfurt Central Station and an activation at City Beach, with the participation of more than 1,500 people.
Tradeshow-type events were also organized in Frankfurt, Munich, Düsseldorf and Hamburg, where more than 300 travel agents learned about Los Cabos’ tourism offer and the destination’s novelties. These meetings helped to strengthen relations with the leading market players and generate new business opportunities for the destination.
In addition, meetings were held with key operators from Germany and Switzerland, such as Dertouristik, Dertour, Kouny, Hotelplan, and Sonnenklar, to explore opportunities to expand the Los Cabos catalogue and different marketing opportunities.
With these actions, Los Cabos reaffirms its commitment to diversify its markets and strengthen its position as one of Mexico’s most exclusive and safe destinations for international travellers.
