Los Cabos Sets Tourism Vision for 2036
Los Cabos tourism vision for 2036 sets priorities for local prosperity, environmental protection and higher-value visitor growth.
The Los Cabos Tourism Board has set a 2036 plan to make Los Cabos the leading luxury destination in the Americas while directing more tourism value toward residents and environmental protection. The plan was presented at the 20th Los Cabos VIP Summit, which brought together airline executives, tour operators, travel advisors, hotel partners and destination management companies. Since 2016, annual visitation has increased 77 percent to nearly 3.8 million visitors, while the destination’s air network has grown from 21 U.S. cities to 55 cities worldwide. The board now promotes Los Cabos in 21 international markets.
A Decade of Expansion
International visitation rose 58 percent to 2.34 million between 2016 and 2025, while domestic visitation more than doubled to 1.42 million. Private aviation traffic nearly quadrupled over the same period. Los Cabos also has 16 Virtuoso-affiliated hotels and more than 1,200 confirmed hotel rooms in development through 2029.
Its digital platform now integrates 2,200 tourism businesses, with customer relationship management tools, interactive maps, virtual tours, accessibility resources and AI-supported visitor services.
Rodrigo Esponda, Managing Director at the Los Cabos Tourism Board, said:
“In recent years, we have deliberately shifted our focus from how much tourism grows to what that growth creates for Los Cabos,”
Priorities for Local Value
The 2036 strategy focuses on generating more value per visitor, broadening opportunities for local businesses and conserving the destination’s natural and cultural heritage. Target markets include the United States, Canada and Mexico, along with Germany, Colombia, Australia, Japan and the United Kingdom.
Four priorities guide the plan: education and career pathways for local talent; more participation by local producers and entrepreneurs; tourism growth coordinated with water, mobility, housing and public-space investment; and development managed within the region’s capacity.
Rodrigo Esponda, Managing Director at the Los Cabos Tourism Board, said:
“Value over volume means being intentional about the markets we develop, the travelers we attract, the experiences we promote and the partnerships we build. Over the past decade, our priority was to strengthen access, awareness, and confidence in Los Cabos. In the next 10 years, success must also be reflected in the wellbeing of our community, the economic opportunities tourism creates and a natural environment that is stronger because it has been protected and regenerated.”
Measuring the Next Phase
Los Cabos plans to measure progress beyond visitor counts, including local incomes, opportunities for local businesses, access to essential services and ecosystem health. The board’s next phase centers on the travelers and markets it pursues, the experiences it develops and the economic value tourism creates locally.
