Los Cabos has long been synonymous with luxury resorts, championship golf courses and spectacular landscapes where the desert meets the sea. But as the destination looks toward 2027, tourism leaders are emphasizing international market diversification, immersive experiences and a more personal approach to destination marketing.
These priorities took center stage during the 20th anniversary of the Los Cabos VIP Summit, held October 25–27, where industry leaders discussed the destination's evolving strategy and opportunities for growth.
Expanding Beyond North America
Reducing reliance on the United States, which accounts for approximately 75% of visitors, is a key priority for Los Cabos.
“We used to work with only three different markets. Now we have 21 markets in our strategy,” said Sandra de la Garza Canudas, director of communications for the Los Cabos Tourism Board.
Rodrigo Esponda, managing director of the tourism board, said the organization is actively pursuing new air connections by presenting airlines with business cases demonstrating potential demand.
Among the possibilities under discussion are nonstop service from New Orleans and future connections from the United Kingdom. Neither route has been announced.
“The sustainability of the destination is on the diversification of the air,” Esponda said.
Tourism officials are also targeting South American markets and encouraging longer stays that incorporate neighboring destinations such as La Paz and Loreto.
A New Way to Tell the Los Cabos Story
A centerpiece of the destination's strategy is “Los Cabos X” (pronounced Los Cabos “by”), a marketing campaign scheduled to launch online in January.
Presented by creative executive Ernesto Aducci, the campaign moves beyond traditional imagery of El Arco, infinity pools and luxury resorts to showcase the destination through the perspectives of artists, photographers and travelers.
The initiative will highlight San José del Cabo, Todos Santos and the East Cape, introducing travelers to smaller communities, desert landscapes, ranch life and lesser-known experiences.
Participating creators include six-time Grammy Award-winning musician Annie Clark, known as St. Vincent, and photographer Chris Berger, whose work has appeared in National Geographic.
Travelers will also be encouraged to contribute photographs and stories through the campaign's digital platform, while tourism partners can share customized content across their own channels.
Maintaining Luxury's Value Proposition
Preserving Los Cabos' premium positioning amid economic uncertainty was another theme of the summit.
Maurice Bonham-Carter, founder and CEO of ID Travel Group, reported that average rates for his company's Los Cabos business increased approximately 10% even as sales volume declined 7%.
Melissa Krueger, a luxury travel executive and former CEO of Classic Vacations, cautioned against discounting, noting that lower rates can undermine a property's premium positioning.
Instead, panelists encouraged hotels to demonstrate value through additional inclusions, upgrades and personalized experiences.
Esponda emphasized that Los Cabos offers a distinctive combination of experiences, service, climate and geography that differentiates it from other Mexican resort destinations.
Travel Advisors Remain Essential
Despite advances in artificial intelligence and digital booking platforms, travel advisors remain central to Los Cabos' tourism strategy.
According to Esponda, approximately 35% of visitors book through travel advisors, based on the tourism board's departure surveys.
“I believe that travel advisors are a super important piece in the tourism channel that will continue to be very important, even more important now than they were before,” he said.
Esponda explained that the destination's geographic diversity makes expert guidance particularly valuable. Cabo San Lucas offers a livelier atmosphere, while San José del Cabo emphasizes art, culture and dining. The East Cape provides secluded retreats and outdoor adventure.
Advisors can also combine these areas into itineraries that offer multiple experiences within a single vacation.
To support planning, the tourism board is developing AI-powered tools for group travel, restaurant recommendations and itinerary development, alongside a digital platform allowing approximately 2,200 local businesses to maintain updated information.
From left: Andrea Zelinski, Travel Weekly; Rodrigo Esponda, managing director, Los Cabos Tourism Board; Melissa Krueger, former CEO, Classic Vacations; Ray Snisky, group president, ALG Vacations; and Maurice Bonham-Carter, founder and CEO, ID Travel Group at the Los Cabos VIP Summit. (Credit: Janeen Christoff)
Balancing Growth With Sustainability
As tourism expands, destination leaders are considering the impact on infrastructure and natural resources.
The tourism board collects visitor and community feedback to inform discussions about water, housing, energy and development.
“The way that we understand sustainability is not an end; it's a path that we need to walk through all together,” Esponda said.
Looking ahead, Los Cabos is prioritizing longer stays, international partnerships and experiences extending beyond traditional resort vacations.
For travel advisors, that evolution presents opportunities to introduce clients to a broader Los Cabos, where luxury accommodations are only the beginning.
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