Reimagined global marketing campaigns from the Mexico and Los Cabos Tourism Boards (MTB, LCTB) showcase unique experiences, and a building boom of luxury developments.
Statistics from the LCTB show visitor numbers growing and diversifying. We attended the 2017 VIP Summit, held at the Paradisus Los Cabos, and in an otherwise traditionally slow tourism month, Los Cabos showed a robust 29 percent increase in arrivals and a 36 percent increase in international visitors compared with the same period last year. Other trending signs of progress for Mexico meetings include:
Rebirth of the Los Cabos International Convention Center (ICC)
The 6,400-person, green-roof, green-wall ICC is in the last stage of renovation and is scheduled to reopen next year. In fact, the 5th Annual Destination Wedding Planners Congress already has booked the ICC for its April 10-12 meeting, said Rodrigo Esponda, managing director of the Los Cabos Tourism Board. More than 600 wedding experts from 60 countries are expected to attend.
Increased Accessibility Via Direct Flights
“People can fly from half the US directly to Cabo in less than two hours,” Esponda said. He added that Los Cabos International Airport (SJD) currently handles 500 weekly connections to and from 40 destinations and that there has been a 20 percent increase in the number of seats serving SJD this year. Also, a new terminal is in the works and is scheduled to open next year.
The Emergence of Luxurious All-Inclusives
European-plan and all-inclusive getaways have always been popular in Los Cabos, but some resorts are taking the concept to a new level of luxury and service. One obvious change is the proliferation of high-end resort restaurants run by celebrity chefs like Richard Sandoval and Enrique Olvera. Their menus range from regional specialties to molecular cuisine. Upgraded amenities include professional mixologists, designer-driven room decor, butler services, and experiential activities such as wine tastings and sea turtle conservation.
Officials have taken swift action to increase security throughout Los Cabos, investing more than $47 million to increase manpower, equipment (including more than 200 additional surveillance cameras), training and a new set of security protocols.
Rather than focusing almost exclusively on the “fun and sun” crowd, Mexico and Los Cabos marketing strategies are aimed at attracting a more diverse segment of global travelers by accentuating traditions, overlooked destinations, local cuisines and geography.
The Mega Venue
Grupa Vidanta is developing a $30 million entertainment venue at its mega-resort, Vidanta Los Cabos. It will feature new restaurants, a beach club and an open-air bar.