Canadians’ love affair with Los Cabos is continuing as arrivals to the Mexican tourism hotspot have increased close to 13% in the first half of the year – and that’s having already reached pre-pandemic figures over the winter.

Tourist board director Rodrigo Esponda told Travel Industry Today that 100,000 Canadians have travelled to the Pacific coast destination so far in 2023. And while 65% hail from western Canada, numbers from Ontario and Quebec are growing substantially, prompting Air Canada to add service from Montreal.

Taken together, Canada is the fastest growing market for any destination within Mexico, Esponda says (though total numbers may not be as high).

He adds that Ontario, particularly the GTA, is the biggest gainer, leading Los Cabos to market extensively in the region last year – and to do so again later this summer.

A new wrinkle will be the use of and AI chatbot to deliver specific programming suggestions for the Canadian market.

That will certainly include a host of outdoor options, representing Cabos’ top tourism pillar, from whale watching (five different types) to mountain biking.

Indeed, Esponda says the typical Canadian traveller to Los Cabos is “looking to be more engaged in natural activities… the whales, the kayak, the rappel, the desert…”

Similarly, situated on the edge of the Tropic of Cancer, the destination’s dry heat, with only 10 days of rain in a year – allows golf as a year-round option.

Surfing is another popular pastime, along with scuba diving and snorkeling, paddle board, and other water activities.”

Coupled with an active lifestyle, Los Cabos emphasizes wellness, with Esponda noting that there are many definitions of wellness and that “Our experiential offering is a perfect marriage of wellness, sustainability, and adventure. We think we’ve refined the quintessential Los Cabos experience into something that both disconnects travellers from stress and reconnects them with the beauty in this world.”

As a destination Los Cabos consists of two towns: Cabo San Lucas is more active, with the marina with restaurants, and some night life. Then on the opposite side, the quiet traditional Mexican town of Los Cabos boasts a scenic Plaza, church, market, galleries, and sophisticated dining scene.

Different events can also be planned in the desert, at the beach, on an organic farm, or on a cliff overlooking the water.

Another important pillar for the destination, says Esponda, is its inherent safety – being located far from Mexico’s otherwise notable trouble spots.

“Canadians that come realize that it is a different destination (than elsewhere in Mexico) and that they can go out. It’s not a destination to be locked in.”

He adds that the destination draws a high percentage of repeat clients, who are fully of aware of its attributes.

That includes an ever-growing hotel sector that offers lots of new and legacy options, with more on the way that will bring 1,500 new rooms by next year. Among the properties in the pipeline for later this year are St. Regis Los Cabos at Quivira, a second Four Seasons – the Four Seasons Resort and Residences Cabo San Lucas at Cabo del Sol, Park Hyatt; and in 2024, Vidanta East Cape, Amanvari, and Soho House & Beach Club.

Meanwhile, airlift from Canada remains plentiful, including WestJet, Swoop (for now), Air Canada, Sunwing, and Flair, and discussions are underway with other carriers.

“We believe that there is big growth that Los Cabos can have a Canada – probably the biggest growth we can get in terms of visitors (compared to a more “mature” US market),” says Esponda “Definitely, for us, it is the priority market.”