The United Nations World Tourism Organization (UNWTO) predicts that international tourism will bounce back to pre-pandemic levels by the end of this year. However, Los Cabos has been leading the charge for the past three years. The Los Cabos Tourism Board has reported that the travel capitals of San Jose del Cabo and Cabo San Lucas in Baja California Sur reached a full recovery in 2021, experiencing a 20 percent growth in visitation compared to 2019. With an expected 4.3 million tourists visiting this year, Los Cabos is focused on growth with an emphasis on quality over quantity.
As destinations strive for growth, the challenge they face today is how to marry that growth with sustainability. Overtourism has become a significant concern in many popular destinations around the world. According to Booking.com’s 2023 Sustainable Travel Report, 76 percent of travelers prioritize sustainable travel. Rodrigo Esponda, the director of the Los Cabos Tourism Board, emphasizes the need to sustain the growth achieved while shifting focus to providing a high-quality experience for visitors.
Los Cabos boasts a plethora of attractions, making it a sought-after destination for travelers. The destination’s core tourism pillars include gastronomy, arts, culture, and diversity of experiences. The culinary landscape of Los Cabos is renowned for its farm-to-table approach, focusing on local ingredients and sustainable farming and fishing methods across a wide range of dining options. Additionally, Los Cabos is home to 13 Michelin-recognized restaurants, standing out in Mexico’s culinary scene.
In terms of arts and culture, the Art Walk in downtown San Jose is a key attraction that has contributed to the growth of the destination. The weekly event offers visitors the opportunity to explore galleries, meet artists, and engage with a variety of artistic styles and perspectives. Moreover, Los Cabos offers a diverse range of experiences beyond its beaches, including cultural small towns, marine life, and adventure travel opportunities.
Managing an expected influx of 4 million tourists annually requires careful planning and sustainable development practices. Los Cabos is focused on responsible growth by limiting the scale and pace of development, focusing on longer-term stay projects, and emphasizing sustainable practices. The destination currently has 18,000 rooms available, with plans to add only 700 rooms over the next three years.
Despite the growth in tourism, Los Cabos is also investing in the local community. Providing housing and educational opportunities for residents who rely on tourism for employment is a priority. Ninety percent of the region’s residents are directly or indirectly connected to the tourism industry. By offering training, support, and sustainable employment opportunities, Los Cabos has managed to keep its poverty rate low, making it a model of sustainable tourism development.
Los Cabos serves as a prime example of how a destination can achieve sustainable growth in the face of increasing tourism demand. By focusing on quality, local culture, and community development, Los Cabos has positioned itself as a leader in responsible tourism practices. As the industry continues to evolve, other destinations can look to Los Cabos as a model for sustainable tourism success.
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