The UNWTO predicts that international tourism will reach pre-pandemic levels by the end of this year. Meanwhile, Los Cabos has already surpassed these expectations over the past three years. The Los Cabos Tourism Board announced that the Baja California Sur travel capitals of San Jose del Cabo and Cabo San Lucas achieved full recovery in 2021, experiencing a 20 percent growth in visitation compared to 2019. With an estimated 4.3 million tourists expected to visit this year, Los Cabos has been embracing growth, prioritizing quality over quantity.
While growth is essential for any tourism strategy, current destinations are faced with the challenge of balancing growth and sustainability. Overtourism has become a prevalent issue in the industry, given that 76 percent of travelers are now prioritizing sustainable travel according to Booking.com’s 2023 Sustainable Travel Report. Rodrigo Esponda, director of the Los Cabos Tourism Board, emphasized the significance of sustaining the achieved growth while focusing on enhancing quality rather than just increasing numbers.
Los Cabos stands out as a tourism hotspot with its diverse attractions and experiences. The destination boasts pillars such as gastronomy, arts and culture, and a variety of offerings beyond its picturesque beaches. The culinary scene in Los Cabos shines with its emphasis on using local ingredients and promoting sustainable farming and fishing practices, with 13 Michelin-recognized restaurants to indulge in. Additionally, the Art Walk in downtown San Jose presents an innovative platform for art lovers to engage with diverse artists and styles, fostering a unique cultural experience in the region.
As the tourism industry in Los Cabos continues to flourish, development remains a key consideration. The destination has adopted a sustainable approach to manage the projected 4 million annual tourists by regulating the scale and pace of development. Projects are carefully planned, with a focus on creating accommodations suitable for longer-term stays. Despite having 18,000 existing rooms, Los Cabos aims to expand by only 700 rooms in the next three years, ensuring that growth is managed responsibly.
Several new projects are set to enhance the tourism landscape of Los Cabos in the coming years. Notable openings include SoHo House & Beach Club, St. Regis Los Cabos at Quiver, and Park Hyatt Los Cabos, among others. These developments have undergone meticulous planning, taking several years to come to fruition. Emphasizing quality over quantity, these projects focus on providing luxurious accommodations while maintaining a commitment to sustainable practices.
Empowering Local Communities
In addition to catering to tourists, Los Cabos is dedicated to uplifting its local residents who contribute to the tourism industry. With 90 percent of the population relying on tourism-related employment, the destination is focused on providing housing and educational opportunities for its residents. By ensuring that workers receive adequate training and support, Los Cabos has managed to maintain a low poverty rate, creating a sustainable ecosystem that benefits both visitors and locals alike.
Los Cabos serves as a model for achieving sustainable growth in the tourism sector. By prioritizing quality, promoting sustainability, and investing in local communities, the destination has managed to strike a balance between expansion and preservation. As international travel continues to rebound, destinations can look to Los Cabos as a prime example of how to thrive while safeguarding the environment and the well-being of residents.
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