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Los Cabos concluded its participation in the Feria Internacional de Turismo (FITUR) 2026, held from January 21 to 25 at IFEMA in Madrid, Spain. The Fideicomiso de Turismo de Los Cabos (FITURCA) led the delegation’s efforts, focusing on strengthening commercial alliances, enhancing brand visibility, and expanding demand for Los Cabos in the European market.
A Strong Presence for Los Cabos on the Global Tourism Stage
During the fair, FITURCA carried out more than 90 business meetings with travel agencies, tour operators, airlines, and key industry partners, as well as engagements with Spanish media to increase editorial coverage of the destination. The delegation’s agenda included training sessions for travel agents and strategic discussions with partners such as United Airlines España, Air Canada, Despegar, TUI Spain, Portugal & Americas, El Corte Inglés, W2M, Jumbo Tours, Alpitour, and AVASA.
According to FITURCA, the Spanish market exhibited a positive trend in recent years, with approximately 2,500 Spanish tourists visiting Los Cabos in 2025, primarily via the direct flight route between Frankfurt and Los Cabos operated by Condor Airlines. The delegation also maintained high-level meetings with Iberia and British Airways aimed at exploring additional direct air connectivity between Europe and Los Cabos, with long-term plans to establish new routes within the next two to three years.
Key Meetings, Activations, and Promotional Actions
As part of the FITUR program, FITURCA participated in a joint event with CATAI and Aeroméxico, attended by more than 50 specialized agents. This session highlighted updates to Los Cabos’ tourism portfolio and underscored the destination’s cultural heritage to encourage sales among high-end clientele.
Additional promotional actions included collaborations with Civitatis to educate potential travelers on Los Cabos’ tourism offerings and to foster demand among the Spanish public. The delegation also engaged editorial teams from Spanish media to secure broader destination visibility.
Representatives from 12 hotel partners joined FITURCA’s team to further promote the multi-segment nature of Los Cabos, including luxury, gastronomy, wellness, culture, adventure, and nature-based experiences.
Setting the Tone for Los Cabos’ 2026 International Promotion
FITUR 2026 served as the formal launch of Los Cabos’ international promotional agenda for 2026. The strategy includes participation in more than 30 tourism fairs and commercial initiatives across Europe, Latin America, and Asia, demonstrating the destination’s commitment to diversifying source markets and bolstering its global presence.
In the broader context of FITUR 2026, Mexico concluded its role as Guest Country, registering record-breaking participation with a pavilion that became one of the most visited in the Americas. The event, which featured representation from all 32 Mexican states and more than 1,500 exhibitors, drew over 155,000 professional visitors and showcased expanded air connectivity initiatives between Mexico and European cities.
Los Cabos’ engagement at FITUR 2026 reflects an ongoing effort to consolidate the destination’s position in key international markets, particularly in Europe, with strategic partnerships and visibility initiatives designed to sustain and grow tourism demand throughout 2026.