Growing Gracefully

Los Cabos updates while staying familiar to longtime visitors

By: Terra Judge

This is the first Image
Guestrooms The Los Cabos CVB
urges travelers to “Leave It All Behind”
when traveling to the destination.
For West Coast residents, the destination of Los Cabos is a familiar one. And just as familiar to travel agents is the Los Cabos Tourism Board.

Now, as the destination matures, so will the tourism board, by rebranding as the Los Cabos Convention and Visitors Bureau. This change will also include a new advertising campaign and a renewed effort to educate agents about what makes Los Cabos such a desirable destination for so many visitors.

“Los Cabos is now a much more complete destination than it has been in the past,” said Ella Messerli Simon, vice president, marketing for the Los Cabos Convention and Visitors Bureau. “As a CVB we will be more of a comprehensive tool for everyone, including travel agents.”

Part of the destination’s growth includes increased accommodations and activities while still maintaining a “feeling of space,” said Simon.

New hotel openings include the Casa Dorada, opened last month, and the Cabo Azul Resort & Spa, which is continuing to open in phases. And until Dec. 20, agents can sample Casa Dorada oceanview accommodations at 50 percent off the rack rates, which start at $272 for a deluxe room.

For active travelers, a variety of golf courses are under development in the area, in addition to events such as the America’s Cup regatta and Wide Open Baja, a four-day off-road desert racing experience.

According to Simon, the new ad campaign aims to “define that feeling that people go to Los Cabos to find.”

The “Leave It All Behind” ad series depicts the different types of travelers that Los Cabos attracts, from newlyweds and families to active travelers. Trailing these travelers are the words of everyday life, like “alarm clock,” “deadlines” and “laundry.” The CVB hopes that these ads will get the message out to prospective visitors that Los Cabos is still the West Coast destination that will help you get away from it all.

As part of this effort, the CVB will also bring back the online training for agents in April that has been put on hold for the last year and a half.