In 2023, Los Cabos ended the year with nearly 4 million tourists arriving by air, cementing its status as a busy tourist destination in Mexico. Despite these robust figures, the Los Cabos Tourism Trust (FITURCA) has set a goal to boost tourist numbers by 10% compared to last year. Rodrigo Esponda Cascajares, director of FITURCA, emphasized that sport fishing, gastronomy, sporting events and well-being are crucial attractions to attract more visitors in 2024.
“Our goal is to further develop the number of air arrivals, with the aim of achieving a growth of 10% by the end of 2024,” he said. “This includes maintaining the average rate and economic impact on the destination, which we want to achieve through targeted promotion in specific niches known for generating greater economic output, such as sport fishing, important gastronomy, sports activities and the welfare sector , which tends to attract visitors who contribute more financially.”
Given the prominent role of American tourism in Los Cabos, FITURCA is looking to expand air connections by adding another flight from Europe. The direct flight from Madrid has raised positive expectations, and there is hope new air connections with countries such as the United Kingdom, France, Germany and Italy by the end of the year.
“We are assessing whether we will have the necessary financial resources to confirm a second European market route by the end of the year,” said Esponda Cascajares. “We continue to focus on markets such as the UK, France, Germany, Italy and Spain, while also considering Japan as a strategic market. Australia, known for its high tourism spending, and Colombia, which is emerging as a major source of arrivals, are also key targets.”
One of the Tourism Trust’s challenges is to keep the average rate above $570 and ensure the average length of stay is seven days. In addition, there is a goal to increase the average daily expenditure of tourists, which is currently around $500 per day.
