Los Cabos Shows Initiative

The Mexico destination of Los Cabos has been a well-kept secret for a long time, but with a new name for its tourism board, a new slogan, two recently hosted press trips and a marketing budget now exceeding $12 million, this Mexico hotspot is bound to be heard.

In recent weeks, The Los Cabos Tourism Convention & Visitors Bureau changed its name from the Los Cabos Tourism Board, launched a brand new website and started pushing its new slogan “Leave It All Behind.” This is all part of a campaign to get the destination on the radar of more travel agents and consumers. While the city isn’t looking for an overabundance of arrivals, it is hoping to attract a moderate amount of big spenders. This could keep tourist numbers fairly moderate while helping tourism income bust through the roof. Recent attempts to draw the affluent traveler have even included publicizing celebrities who’ve relaxed there.

Travel Agent in fact recently accepted two invitations to the island and also sat down last week with Ella Messerli, vice president of marketing for the Los Cabos Convention & Visitors Bureau.

We learned that the destination will host its first film festival in November. No additional details were released other than the fact that there will be an array of celebrities on hand for the event. Thus, Los Cabos appears to be making yet another push to promote itself as a star-studded destination. In the past, Los Cabos has welcomed Jennifer Aniston, George Clooney, Susan Sarandon, Brad Pitt, Justin Timberlake and Cameron Diaz to name just a few. We also learned that the Bureau’s new website, www.visitloscabos.travel, will be further enhanced by the summer to include booking options for agents for just about every resort and restaurant the destination has to offer.

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