Los Cabos

Los Cabos te cuida.


Los Cabos is one of the most important destinations in Mexico and a favorite for such primary markets as the United States and Canada. It is recognized for its rich ecosystem, luxury and comfort. Tourism is its main economic activity.

Since the start of the pandemic, the challenge was to manage the destination’s reputation through transparent communication and to adapt the travel experience to new requirements in the market by incorporating health protocols capable of guaranteeing wellbeing without impacting the experience enjoyed by travelers. The ultimate goal was to maintain the region’s economy.

In March 2020, Los Cabos closed for more than two months in order to focus on the creation and implementation of health and hygiene measures that would allow the destination to safely re-open to travelers. Through coordinated efforts with State and municipal authorities, as well as tourism service providers, a gradual and successful approach was adopted to re-opening the destination and the “Los Cabos te cuida, una manera más sergura de viajar” [“Los Cabos looks after you, a safer way to travel”] system was created. This system consisted of standardized actions on hygiene, safety, sustainability and health protocols to guarantee the wellbeing of all travelers while visiting Los Cabos.

The idea was focused on strengthening local pride in order to connect with potential travelers and to position the destination as the ideal place for “resuming life” after a long period of lockdown.


In order to expand the messages, we created new communication channels aimed at the national market with content of value in Spanish. The destination’s accounts on Facebook, Instagram and Twitter all registered a constant increase in followers from April 2022 to July 2021 and a successful engagement rate of 4% on average.

In turn, we positioned the Managing of the Los Cabos Tourism Board as a relevant player within the industry through interviews, opinion columns and participation in important forums, achieving impacts in tier 1, 2 and 3 media.

Key events were also coordinated to successfully reactivate the meetings tourism segment. These meetings took place with new logistics dominated by the implementation of protocols capable of successfully guaranteeing the wellbeing of all, with a contagion rate of 0%. This was recognized with the award for Excellence as a Destination.

We organized fam trips with leading journalists and influencers with a high profile in those territories where Los Cabos sought to be mentioned, reaching more than 30 million people in this way.

Los Cabos ended 2020 with a tourism recovery rate of 80% thanks to the strong and rapid response from the destination to control the spread of COVID-19.

By June 2021, Los Cabos was even recording increased international passenger traffic when compared with the same month of 2019, surpassing pre-pandemic levels and receiving 65,500 more passengers than in 2019 in absolute terms over the period (an increase of 20.6%).

“COVID-19 was a challenge for destinations all over the world, so we are proud to have achieved total recovery because the tourism business lies at the heart of Los Cabos. We will maintain the efforts that have brought us here, guaranteeing health and safety for everyone”

Rodrigo Esponda
Managing Director of the Los Cabos Tourism Board (FITURCA)

Related cases

Barrick Pueblo Viejo
Elevar Resources
31 Jan 2023

The Search for Simplicity: Corporate Communication Trends...

“Back to basics”—seeking simplicity—seems to be the safest response in times of uncertainty. It’s not that it’s easier to keep things simple or avoid the risks of innovation. On...
24 Jan 2023

Time for AI: Marketing and Consumer Trends in 2023

What are the marketing and consumer trends that will shape 2023? This paper examines two different perspectives: The exogenous perspective that focuses on the changes in consumer habits, while...
14 Dec 2022

The Generation Z Effect: Talent Trends in 2023

All signs indicate that 2023 will not be easy. The uncertain state in which the world finds itself makes it even more difficult to anticipate what is to come....
30 Nov 2022

The Hidden Drug

Polarization has become one of the great threats of the 21st century. In the last 5 years, this phenomenon that generates division, anger and confrontation in society has grown...

We want to collaborate with you

Do you have a challenge?

Would you like to join our team?

Do you want us to speak at your next event?