Luis Palacios Larrañaga has been named commercial director of the Los Cabos Tourism Board. He will oversee all aspects of international and domestic promotion of the destination including public relations, advertising, trade relations, digital marketing and social media.
Previously, Larrañaga was the executive director of the Baja California Sur Tourism Board, where his main responsibilities included coordinating the Airlines and Routes Committee, which oversees all airports in the state. Los Cabos' airport has seen a growth of over 500,000 seats from several airlines since 2011.
Larrañaga plans to focus on air connectivity in top U.S. markets, and promote the use of digital and social media to reach multiple generations of consumers.