The Los Cabos Tourism Board returned to the Canadian market last week heralding 2023 as the year of wellness, both physical and mental, in the Mexican resort destination, with platforms extending to luxury and sustainability.

In introducing the ‘Wellness Champions’ campaign, tourist board director Rodrigo Esponda stated, “2023 will see Los Cabos embrace wellness in a way that no other destination has, leveraging our traditions, our natural beauty, and all-new, tailormade experiences to empower our visitors to realize personal fulfilment.

“Community, authenticity, freedom, exploration, and balance – these are pillars of the Los Cabos experience and core to our approach to wellness in our upcoming campaign,” he added.

‘Wellness Champions’ is designed as a response to growing global consciousness about the importance of self-care and mental health. Speaking to the eco-conscious but adventurous traveller and serving the guiding principle that there is no one definition of wellness, Esponda remarked that Los Cabos would strive to accommodate every interpretation of wellness.

Esponda said that much the promotional focus would go beyond the beaches, deserts, and properties that visitors already associate with the Baja Sur Peninsula, instead spotlighting farm-to-table culinary experiences, unique cultural rituals, and opportunities for self-guided physical adventure.

“Our experiential offering in 2023 is a perfect marriage of wellness, sustainability, and adventure,” concluded Esponda. “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. We can’t wait for you to discover it.”