The Los Cabos Tourism Board says it has its sights set firmly on Canada as it launches a fall campaign that will include a robust visiting media program, live on-site broadcasts from a national television show, support for a Canadian LGBTQ+ charity and high profile influencer content.
The campaign will be managed by Siren Communications, the newly appointed Agency of Record for the popular destination. The focus will extend beyond the beach to include the Los Cabos pillars of wellness, gastronomy, sustainability and adventure.
Located in the state of Baja California Sur, Los Cabos is Mexico’s fastest growing destination. In 2023 Los Cabos welcomed more than 3.8 million tourists, almost a 10% increase versus 2022.
Rodrigo Esponda, Managing Director, Los Cabos Tourism Board. (Photo Credit: Los Cabos Tourism Board)
Rodrigo Esponda, Managing Director of the Los Cabos Tourism Board, says the destination holds a strong appeal for Canadians.
"Research underscores safety and security as paramount concerns for Canadian travellers when choosing a holiday destination,” he says.
“Located on its secluded peninsula, Los Cabos offers exceptional safety, distinguishing it from other destinations in the country. Additionally, with direct flights available from major Canadian cities throughout the winter season, accessibility is seamless.”
Los Cabos has emerged as a prime destination for foodies. In the inaugural Michelin Guide to Mexico, 13 restaurants in the destination were featured.
“Our goal is to showcase Los Cabos as the perfect choice for active Canadians seeking a getaway to paradise," Esponda added.
Ann Layton, founder of Siren Communications, says she believes Los Cabos will appeal to visitors who seek more bang for their vacation dollar.
Los Cabos boasts 350 days of sunshine each year. (Photo Credit: Los Cabos Tourism Board)
“Canadians tend to be quite adventurous when travelling and a majority of visitors to Los Cabos go beyond their resorts to explore the region. The destination's exceptional safety and diverse array of attractions contribute to this allure,” Layton says.
“While enjoying the pristine beaches and crystal-clear waters, visitors can also embark on excursions into the hills to discover local villages, unwind with traditional spa treatments in serene settings, indulge in art crawls or savour the culinary creations of Michelin-starred chefs. Los Cabos provides the opportunity to craft enduring memories within the span of a single vacation."
Esponda says the 2024/2025 marketing campaign has been carefully customized for the Canadian market. He says it’s important to recognize that Canada is very distinct from other countries with its own media ecosystem.
“For our campaign, we will be seeking out local content creators, the very best Canadian journalists, home grown trade publications, and national TV shows. We will be supporting a respected charity in the LGBTQ+ space, will work in both official languages and include activations from East to West. We want to show all Canadians how important they are to us.”
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