Los Cabos targets Canadian growth with new airlift, luxury positioning

Los Cabos is doubling down on Canada as it looks to expand airlift, grow its Toronto market and reinforce its positioning as a high-end, experience-driven destination.

Speaking to media at a lunch hosted at Jacobs & Co. Steakhouse on March 20, Rodrigo Esponda, managing director of the Los Cabos Tourism Board, outlined a strategy centred on connectivity, traveller alignment and what he described as a deeper emotional connection to place.

“Canada is the second largest international market after the United States,” said Esponda, noting strong recent growth. 

“Last year, we had almost 20,000 additional Canadians from what we had in the previous year, which is very solid.”

The destination is seeing particularly strong performance out of Western Canada, but Toronto remains a key focus.

“I think we have a big potential to continue growing in the Toronto market,” he said.

Air access in focus

Air connectivity is central to that growth. 

Current non-stop service is concentrated in Vancouver and Calgary, but Los Cabos is in active discussions with additional carriers.

“Ongoing discussions” are underway with Porter Airlines and Air Transat, with both carriers eyeing potential winter service, according to presentation materials shared during the event. 

Esponda said official announcements could come soon.

The destination already sees strong lift from WestJet, which accounts for roughly 70.9 per cent of airline market share from Canada, followed by Air Canada (19.8 per cent) and Sunwing (8.1 per cent).

Vancouver leads Canadian gateways with 81,848 passengers (40.3 per cent), followed by Calgary (26.4 per cent), Toronto (17 per cent) and Edmonton (7.3 per cent).

Toronto also stands out for another reason. 

Of all Canadian markets, it has the highest share of travellers connecting to Los Cabos rather than flying non-stop, a signal, Esponda said, of both demand and opportunity.

Beyond the resort

While sun and sand remain part of the appeal, Los Cabos is positioning itself as more than a beach destination.

“We're looking to attract the right type of travellers,” said Esponda. “Travellers are looking for nature, for culture, for the things that we have.”

That includes a mix of desert, mountain and marine ecosystems.

“We have 40 per cent of the world’s marine mammals because the reef is rich, and also because the joint between the Pacific and the Sea of Cortez creates a lot of nutrients. It's a very interesting ecosystem,” said Esponda.

It’s also a key part of how the destination defines luxury.

“It’s a luxury destination where the luxury is not in the hotel. The luxury is in the experiences, in the connection that you can get. It’s a luxury to see a whale jumping out from the ocean,” said Esponda.

That framing is intentional and increasingly aligned with traveller expectations.

“We believe that travellers now are not just looking for experiences, they want to connect their emotions with the place," said Esponda. 

Growth, but not too much

According to Esponda, the goal is not rapid expansion but steady, sustainable increases that preserve the destination’s character.

That philosophy is reflected in development patterns. New hotel openings, including brands like Grand Hyatt, Conrad and Soho House, are spread across different areas, including the Pacific side and the East Cape, where Esponda described the vibe as “a little bit more hippy chic.”

The pipeline also skews boutique by global standards, with relatively low room counts and strict density regulations.

Safety and perception

Esponda also addressed recent concerns about safety in Mexico, emphasizing Los Cabos’ geographic separation and security model.

“It’s a very safe destination,” he said. “Because of the incidents that happened a few weeks back in the rest of Mexico, there were some concerns about Los Cabos. Of course, we implemented a safety communication to mention that nothing happened, not even close, because of the way that we are located.”

The destination’s relative isolation, at the tip of the Baja Peninsula, combined with public-private investment in security, contributes to that positioning.

Repeat visitors and longer stays

One of Los Cabos’ strongest assets is its repeat business.

According to Esponda, roughly 40 per cent of travellers are repeat visitors, with Canadians in particular staying longer than their U.S. counterparts.

That opens the door to deeper exploration on return trips.

“The best of the destination is not inside the resorts,” he said. “The experiences are outside with the combination of the ocean and the mountains.”

The destination appeals across segments, from families and couples to groups of friends.

“We attract families that want to do activities; couples that like to take cooking classes, to walk around the art district, to go into the gallery and chat with somebody and mingle and have a connection; and groups of friends as well. They might play golf or go to spas," said Esponda.

Trade outreach continues

To support that growth, Los Cabos is continuing to invest in the trade.

“We work with the trade throughout the year to do roadshows in the west and the east coasts,” said Esponda. 

“We bring 10-12 hotel partners to do some training. And we participate in the big trade events in Canada throughout the year.”

For Canadian travellers looking beyond Mexico’s traditional resort hubs, Los Cabos is making the case for something different: more nature, more culture, and more time spent outside the resort.

That message, backed by new hotel development and possible air expansion, is what the destination is hoping will resonate in Ontario and beyond.

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