The Forecast Looks Bright for Los Cabos

With new resorts, attractions and golf courses on the horizon, Los Cabos readies for 2011 By: Skye Mayring
Los Cabos attracts surfers // © 2010 Los Cabos
Los Cabos attracts surfers // © 2010 Los Cabos

The Details

This past year has been a very important one for Los Cabos and all of Mexico as ongoing celebrations across the country commemorate the country’s bicentennial. In addition to a wealth of promotions and packages highlighting the momentous occasion, Los Cabos has honored the anniversary in numerous ways, including the construction of Baja California Sur’s first Cultural Pavilion of the Republic along the Cabo San Lucas Marina. The pavilion — which reportedly cost $40 million and will feature closed and open-air theaters, stores, a museum, a library and restaurants — aims to promote and preserve the culture of Mexico. The first phase of the new complex has been completed and, soon, tourists will be able to enjoy traditional Mexican concerts, dances, art exhibits and expositions, international seminars and more.

“This new space will build Los Cabos’ position as Mexico’s premier resort destination and its dedication to the preservation of the Mexican heritage,” said Renato Mendonca, vice president of marketing, Los Cabos Convention & Visitors Bureau.

The southern Baja destination is also preparing for the opening of several new properties, including the 900-acre Cabo Riviera with 150 waterfront hotel rooms, a spa, private marina docks for hotel guests and a scenic 18-hole Pete Dye Signature Golf Course, with the option to add an additional nine holes. Scheduled for completion in late 2012, the course will be suitable for both amateur golfers and professionals.

Quivira Los Cabos, opening next year, has started construction on the first of its two 18-hole Jack Nicklaus-designed courses, expected to be completed in early 2012.

Los Cabos will also see the phase one completion of Grand Solmar Land’s End Resort & Spa in early 2011. The 291-suite resort will include three restaurants, three bars and a Thalassotherapy spa.

Strengthening Partnerships
As well as improving its tourism infrastructure, Los Cabos has been busy building its reputation among the travel trade.

To reinforce its commitment to agents and the travel community at large, the Los Cabos CVB brought on a director of sales and marketing, Adrian Schjetnan. Under his guidance in 2010, the tourism bureau carried out multiple training events for agents  in addition to aggressively increasing its presence at key meetings and conventions across the U.S. The Los Cabos CVB also increased its awareness in niche markets, taking part in various trade and consumer shows.

“In 2011, we plan to step up this activity and establish a consistently visible and strong presence for Los Cabos in the travel trade community,” said Mendonca.

Agents can further their education by participating in the Los Cabos Expert e-learning program created by the Los Cabos CVB and Destinations Ventures Ltd.

The Los Cabos Expert program is a multi-tier initiative that incorporates materials specifically designed for agents, including a written study guide, online study course, insider tips, promotional support and the chance to attend a fam trip to Los Cabos. West Coast agents who took a Los Cabos fam trip this year also received a $200 airfare credit, luxury accommodations and a 50-minute massage from the host hotel.

Looking Ahead
Despite the economic downturn, Los Cabos has reported a surge in destination weddings and a renewed interest in business travel.

“In 2011, we will continue a strong emphasis on increasing the meetings, incentive and groups business in general,” said Gonzalo Franyutti De La Parra, president of the Los Cabos CVB. “The quality of our properties and the highly refined level of service honed over years of welcoming celebrities, dignitaries and captains of industry to Los Cabos is a great benefit in assuring meeting planners a successful experience for their groups.”

Franyutti added that the tourism bureau has worked closely with wholesalers to create value-driven packages in order to motivate clients to travel.

“As we look toward the winter season, we are finding much more life and vitality in demand than we have seen for some time,” he said. “We are optimistic that 2011 will be a strong comeback year for Los Cabos.”
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