Key Notes
- Los Cabos X is scheduled to launch online in January 2027, featuring perspectives from creators and travelers.
- The destination’s 2036 vision combines luxury tourism with local economic opportunity and environmental protection.
- More than 1,200 hotel rooms are in the pipeline through 2029, while proposed new air routes remain unannounced.
Los Cabos is preparing a new digital campaign for January 2027 as it broadens its luxury tourism strategy beyond resorts and its core North American markets. Called Los Cabos X, the initiative will use artists’, photographers’ and travelers’ perspectives to introduce more of the region’s communities and landscapes.
The plans emerged from the destination’s 20th VIP Summit, held October 25–27. They sit alongside a longer-term ambition to become the leading luxury destination in the Americas by 2036, with local prosperity and environmental protection included among the measures of success.
A New Campaign Beyond the Resort Pool
The campaign preview describes Los Cabos X, pronounced Los Cabos “by,” as a way to show the destination through individual viewpoints. San José del Cabo, Todos Santos and the East Cape will feature alongside desert scenery, ranch life and experiences outside the familiar resort setting.
Visitors will be encouraged to contribute photographs and stories through a digital platform, while tourism partners will be able to share tailored content. This follows the earlier campaign we covered, Where the Land Ends, Your Story Begins, which also emphasized experiences beyond a conventional beach break.
A Wider International Audience
The Los Cabos Tourism Board’s 2036 strategy groups its target markets into three tiers: the United States, Canada and Mexico remain central; Germany and Colombia offer growth potential through air connections; and Australia, Japan and the United Kingdom are among the higher-value niche markets.
The board says the destination now connects with 55 cities globally, including 33 in the U.S. Annual visitation rose from 2.12 million in 2016 to nearly 3.8 million in 2025. Those figures describe the past decade, rather than a forecast for 2027.
Discussions about possible New Orleans and U.K. services do not amount to announced routes. Travelers should plan around flights that airlines have actually placed on sale.
More Rooms, With Pressure to Manage Growth
More than 1,200 confirmed hotel rooms are in the development pipeline through 2029, according to the board. Its priorities also include local career opportunities, greater participation by small businesses, and coordination on water, transport, housing and conservation.
These are commitments for future development. For visitors, their practical value will depend on what materializes in the places they stay and visit, from access to local businesses to the quality of transport and public spaces.
What to Build Into a Los Cabos Trip
The campaign’s focus offers a useful prompt to look beyond a single hotel. Cabo San Lucas, San José del Cabo and the East Cape provide different settings for a stay, while Todos Santos adds galleries, historic streets and a Pacific-coast town about an hour north of Cabo San Lucas.
That does not require fitting every area into one holiday. Choose a base around the experiences that matter most, then account for driving time when adding a coastal outing, an art-focused afternoon or a meal farther afield.
The tourism board’s planning website brings together places to stay, experiences, events and destination information. A multi-area itinerary may make sense for a longer visit; for a short break, a well-chosen base and one or two outings can offer a fuller sense of Baja California Sur without spending the trip in transit.
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