Los Cabos Wants to Become the Americas’ Top Luxury Destination — With 1,200 More Hotel Rooms on the Way
The Baja California destination has set a 2036 goal that pairs luxury tourism growth with stronger local businesses and protection of its coastline.
Los Cabos is setting its sights on the top of the Americas’ luxury travel market.
The destination has unveiled a new tourism vision for 2036, aiming to become the region’s leading luxury destination while directing more of tourism’s economic benefits toward local residents. The plan comes with more than 1,200 confirmed hotel rooms in the pipeline through 2029, many already under construction.
Presented during the Los Cabos VIP Summit, held October 25–27, the strategy follows a decade of expanding air service, rising visitation and investment in luxury hotels.
A Bigger Luxury Hotel Map
Los Cabos already has 16 Virtuoso-affiliated hotels, the highest concentration across Mexico, the Caribbean and Latin America, according to the Los Cabos Tourism Board.
We’ve been following that expansion, from Park Hyatt’s arrival at Cabo del Sol to the planned all-inclusive Grand Hyatt Los Cabos. The development pipeline points to more hotel choices over the next several years, alongside a broader emphasis on dining, wellness, golf and outdoor experiences.
Annual visitation increased from 2.12 million in 2016 to nearly 3.8 million in 2025, a gain of 77 percent, according to the board’s latest figures. Nearly 40 percent of visitors are returning guests.
More Flights, More Markets
Access has changed substantially, too. Los Cabos now connects with 55 cities worldwide, including 33 in the United States. In 2016, its nonstop U.S. network covered 21 cities.
The United States, Canada and Mexico remain its primary markets. Germany and Colombia are among the markets identified for growth through air connectivity, while Australia, Japan and the United Kingdom are targeted as high-value niches.
What the 2036 Plan Changes
The next phase puts greater emphasis on what tourism contributes locally.
Priorities include hospitality and technology career pathways, more opportunities for local producers and entrepreneurs, and coordination between tourism development and investment in water, housing, transportation and public spaces. Conservation of beaches, seas and biodiversity is another central commitment.
“In recent years, we have deliberately shifted our focus from how much tourism grows to what that growth creates for Los Cabos,” said Rodrigo Esponda, managing director of the tourism board.
That means success will be assessed beyond arrival totals: local incomes, opportunities for small businesses, access to essential services and healthier ecosystems will also figure into the destination’s next decade.
