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Baja California Sur, marked by both fragile natural beauty and one of Mexico’s fastest-growing tourism economies, is taking a more intentional approach to travel. As of June 30, 2025, the state approved a new contribution for foreign visitors staying more than 24 hours: the EMBRACE IT tax.
While the measure is now on the books, its implementation is less specific than initial headlines suggest. According to a July 7 report by PAX News, the Los Cabos Tourism Board clarified via an official statement that “no regulatory framework or operational system has been formalized.”
A similar statement was issued by the Los Cabos Hotel Association, noting that “all tourism operations in the destination remain as usual, and there are no changes for travellers visiting Los Cabos.”
Codified in Article 129 Bis of the State Finance Law, the tax is designed to fund long-term investment in environmental preservation, community development, and tourism infrastructure. But for now, the policy exists more on paper than in practice.
What Visitors Should Know (If and When It Is Enforced)
- The Amount: MXN 470 per person (about USD 25).
- How to Pay: Payment is expected to be online-only via Travelkore.
- Proof of Payment: Travelers would present a QR code at airports or land crossings in Los Cabos (SJD, CSL), La Paz (LAP), or Loreto (LTO).
- Who Collects It: Tourist Tax Mexico S.A. de C.V. (TTMX), in partnership with Travelkore’s platform.
Mtra. Bertha Montaño Cota, the state’s Minister of Finance and Administration, described the policy as a balance between visitor experience and long-term responsibility:
“Our commitment is to provide an unforgettable tourism experience while protecting our ecosystems and supporting the well-being of local communities. EMBRACE IT is a key tool to achieve this.”
The broader aim remains clear: to connect the privilege of visiting Baja California Sur with a financial contribution that supports the region’s longevity. But in the absence of regulatory clarity, the path forward depends on the state’s ability to coordinate communication, technology, and enforcement across multiple entry points and jurisdictions.
Whether this initiative becomes a functional model — or remains a well-intended proposal stalled by operational gaps — will depend on what happens next.