Meagan Drillinger
The Los Cabos Tourism Board has launched a digital platform designed to enhance trip planning for both travelers and travel advisors. The new platform includes AI-powered tools, 360-degree virtual tours, interactive maps and customizable itineraries aimed at simplifying the process of exploring the destination's options.
While the interactive website offers various resources for travelers to discover activities, accommodations and dining options in Los Cabos, its most significant application might be for advisors. The AI tools act as a virtual assistant, enabling advisors to provide tailored recommendations to clients with greater efficiency.
"Our goal was to position Los Cabos as a leading destination — not just in Mexico and Latin America, but globally — by integrating tools that provide both consumers and the industry with a cutting-edge experience," said Los Cabos Tourism managing director Rodrigo Esponda. "Developing this digital ecosystem took years of planning to align our vision with the most innovative technologies available."
The platform reflects the region's broader focus on attracting high-quality tourism. Los Cabos welcomed 3.7 million visitors in 2024, including 2.3 million from the U.S. While that number has remained level with 2023, Esponda noted that travelers are coming to the destination and staying for longer periods of time. The focus of the Los Cabos Tourism Board has been drawing travelers who will engage with the destination, rather than on the volume of arrivals. Still, that 3.7 million is up roughly by 1 million visitors since 2019.
AI tools for advisors and travelers
One of the features of the platform is its AI-driven recommendation engine. According to Esponda, the tool enables users to narrow searches based on their interests such as hotels, restaurants and activities.
"The AI-powered tool enables travelers to interact with the system and quickly pinpoint their specific interests," Esponda said. "When users start exploring things to do in Los Cabos, the click-through rate is 91%, showing how effectively it directs them to what they're looking for."
Travel advisors can leverage the system, as well. Advisors can use the AI tool to create detailed, customized itineraries based on client preferences, such as family-friendly activities, culinary tours and adventure experiences. The platform also includes interactive maps that help advisors plan logistics and present tailored travel plans to their clients.
Innovation beyond the website
Esponda noted that the tourism board is already planning the next phase of its digital innovation.
"We started developing this platform over a year and a half ago, and we're already working with partners to launch the next iteration within the next two years," he said. "Updates will be even more focused on travel advisors, including aerial maps, industry-specific tools and features that make planning multifaceted trips — such as combining stays at the East Cape and Cabo San Lucas — much simpler."
Looking ahead to 2025
As Los Cabos continues to prioritize quality over quantity, Esponda emphasized the destination's commitment to enhancing visitor experiences.
"We've seen 40 percent of our travelers become repeat visitors," he said. "Our goal moving forward is to maintain satisfaction levels while encouraging longer stays and higher spending."
Major developments slated for 2025 include the opening of the Park Hyatt and a new village at Cabo del Sol designed to integrate art, gastronomy, shopping and entertainment. Other high-profile projects, including Aman, St. Regis and Soho House properties, are set to open by 2026.