Los Cabos Tourism Is Promoting Fitness and Wellness Travel

Los Cabos has long been admired for its natural beauty, upscale hotels and outdoor activities. And now, the Los Cabos Tourism Board hopes to also bring awareness to the Pacific coast destination as a hotspot for wellness and fitness travel — evidenced by several initiatives the organization recently put into place.

In September, for example, the tourism board named the destination’s first-ever brand ambassador: Diana Flores, the captain and quarterback of Mexico’s world-champion women’s national flag football team.

The partnership is part of a strategy to expand the destination’s appeal at a time when visitor numbers are already surging, according to Rodrigo Esponda, the tourism board’s managing director.

“With this incredible growth, it was a pivotal time to introduce a brand ambassador to sustain our momentum and further promote Los Cabos, particularly as an industry-leading wellness destination,” he said. “In Los Cabos, it is a shared belief that wellness is a way of life, and there is no single way of defining it.”

In Los Cabos, it is a shared belief that wellness is a way of life and there is no single way of defining it.

To that end, the tourism board aims to publicize diverse types of travel that can include wellness and fitness components.

“It was important to us to showcase how the idea of wellness intersects with many, if not all, the different areas of interest that bring tourists to the destination throughout the year — including luxury spa experiences, organic farm-to-table gastronomy, stimulating outdoor activities, natural environments, community-driven sustainability, personalized hospitality, world-class hotel accommodations and more,” Esponda said.

Wellness travel is an increasingly attractive niche for the destination, according to Esponda. According to a recent survey conducted by the Los Cabos Tourism Board, 18% of travelers reported interest in incorporating a wellness experience into their visit to Los Cabos.

“We also found that wellness-minded visitors have increased their spend in the destination to an average of $3,000 per trip as they explore more of the unique wellness offerings Los Cabos provides,” he said, noting that these findings illuminate why Los Cabos is expanding its positioning as a wellness destination.

We also found that wellness-minded visitors have increased their spend in the destination to an average of $3,000 per trip as they explore more of the unique wellness offerings Los Cabos provides.

Esponda also praised Flores as a logical choice for the role of brand ambassador: She is a prominent professional athlete who is focused on well-being, and who also represents the nation’s rich heritage and culture.

Diana Flores’ New Tourism Role

Flores agrees her new role is a good fit.

“I love that Los Cabos is committed to wellness,” she said. “The beautiful landscape, gorgeous beaches and overall laid-back vibe are so relaxing and rejuvenating. I feel like when I’m there, I get to reconnect with myself.”

She believes Los Cabos stands out as a vacation destination for a few key reasons.

“Los Cabos is like no other place I’ve been to,” Flores said. “For starters, the food is incredible — organic and fresh food all over the destination, and Los Cabos boasts some of the best culinary destinations in the country, too. Also, the hiking, fitness and beaches are all incredible, and I love that I can be active while I’m on vacation.”

It’s a place where nature, sustainability and culture come together to create a unique and amazing place, according to Flores.

“As an athlete, being able to achieve high performance is super important, but it's also important to me to have a work-life balance, to be able to occasionally disconnect so that I can come back, and to be emotionally and physically in a good place,” she said.

Continuing Promotional Efforts

The appointment of Flores as brand ambassador is the latest step in the destination’s Wellness Champions campaign, which has been rolling out in phases this year and will extend through 2024 online, on social media and through targeted advertising. In addition, the Los Cabos Tourism Board has a new wellness vertical directly on its homepage to provide access to a special wellness landing page.

The tourism board continues to work directly with travel advisors, through the Los Cabos Specialist program and via events such as the annual VIP Summit, which brings travel industry partners to the destination for panel discussions and networking.

Additionally, the local community has become increasingly involved in developing and supporting the destination’s wellness offerings, according to Esponda.

“In Los Cabos, citizens are deeply committed to enhancing the region's focus on well-being, particularly in the realms of sustainability and environmental conservation,” he said.

In Los Cabos, citizens are deeply committed to enhancing the region's focus on well-being, particularly in the realms of sustainability and environmental conservation.

Leading the way is the community's success in preserving Cabo Pulmo National Marine Park, a UNESCO World Heritage Site that serves as a model for sustainable ecotourism. Esponda notes locals are currently working to rescue the El Estero de San Jose del Cabo estuary.

“Citizens here are not just beneficiaries, but active participants in these efforts; they are motivated to take care of Los Cabos,” he said.

When it comes to culinary well-being, the community gathers every weekend at the longest ongoing organic market in Mexico, where the freshest local ingredients are available alongside live music and various events.

Adventure, too, plays a key role in local well-being. Esponda says residents treasure their natural environment and actively participate in its preservation. The San Jose del Cabo Art Walk downtown has added a cultural dimension to the overall wellness scene, while also offering emotional and mental respite through art and communal interaction, he notes.

“I like to think that special community-driven efforts like the ones I’ve mentioned are what sets Los Cabos apart from — and above other — destinations in the wellness category,” Esponda said.