U.S. Travelers Now Subject to New ‘Embrace It’ Tourism Tax in Baja California Sur, Mexico
American tourists heading to Baja California Sur (BCS), Mexico—a region famed for its luxurious beach resorts, marine biodiversity, and outdoor adventures—are now required to pay a new mandatory entry fee known as the ‘Embrace It’ tax. The state-wide levy, introduced in 2025, applies to all international visitors who stay for more than 24 hours, with the aim of promoting sustainable tourism and preserving the natural beauty of this rapidly growing vacation hotspot.
What Is the ‘Embrace It’ Tax?
The ‘Embrace It’ tax is an environmental and tourism sustainability fee imposed by the government of Baja California Sur. Priced at 470 Mexican pesos (approximately $25 USD), the tax is payable by all foreign visitors, including U.S. citizens, who remain in the state for more than 24 hours. The initiative is designed to help fund the conservation of local ecosystems, enhancement of public infrastructure, and cultural preservation across the region.
This move aligns with growing global trends where tourism-heavy destinations are introducing green fees to manage environmental pressures and enhance traveler experiences. Authorities in BCS have emphasized that the tax will support local services, reduce the carbon footprint of tourism, and ensure that the region remains a top-tier destination for generations to come.
Why the Tax Matters for American Tourists
Baja California Sur is one of Mexico’s most popular regions for U.S. travelers. With convenient flights from California, Texas, and Arizona, Americans flock to the area’s famed destinations including Los Cabos, La Paz, and Loreto to enjoy snorkeling, whale watching, deep-sea fishing, and world-class golf resorts.
However, the region’s popularity has placed growing strain on its environment and infrastructure. The ‘Embrace It’ tax is intended as a responsible tourism measure to help offset the impact of increased tourist arrivals. According to state officials, revenue generated from the tax will directly benefit local communities and environmental initiatives, such as reef protection and beach cleanups.
How to Pay the ‘Embrace It’ Tax
To simplify the process for American tourists, Baja California Sur has partnered with Travelkore, the official platform for paying the tax online. The process is quick and supports major credit cards and PayPal. After payment, travelers receive a QR code via email, which must be presented upon arrival at airports, seaports, or land border crossings.
Key entry points where payment verification is required include:
- Los Cabos International Airport (SJD)
- Cabo San Lucas International Airport (CSL)
- La Paz International Airport (LAP)
- Loreto International Airport (LTO)
- All maritime terminals and border checkpoints within Baja California Sur
Although it is possible to pay the tax upon arrival, visitors are strongly encouraged to pay online in advance to avoid delays and ensure a smooth entry.
The Travelkore platform also allows group payments, making it convenient for families or tour groups traveling together. Tourists will receive separate QR codes for each traveler covered under a group transaction.
Who Is Exempt?
While the majority of U.S. visitors are subject to the tax, there are a few exemptions:
- Mexican nationals
- Permanent and temporary residents of Mexico
- Foreigners holding valid Mexican residency cards, including many U.S. retirees and seasonal residents
If a U.S. visitor holds residency status in Mexico, they should carry documentation to demonstrate exemption at the point of entry.
Enforcement and Compliance
Officials in Baja California Sur have made it clear that compliance with the ‘Embrace It’ tax is mandatory. Travelers without proof of payment may experience delays or be asked to settle the tax at the entry point. QR codes are scanned by immigration officers or tourism staff at airports and seaports to confirm payment.
The tax is now an integral part of the state’s tourism management strategy. As such, travel agencies, hotels, and airlines are being encouraged to notify travelers of the requirement before their trip to Mexico.
Sustainable Tourism at the Forefront
Baja California Sur is following in the footsteps of global destinations like Venice, Italy, and Bali, Indonesia, which have introduced similar visitor levies to combat over-tourism and support environmental protection. According to the Baja California Sur Tourism Ministry, over 3.5 million tourists visited the state in 2024, with American visitors making up the largest segment. Authorities are keen to ensure that this economic engine does not come at the cost of the state’s fragile marine ecosystems, water reserves, and community well-being.
The tax is part of the state’s broader plan to transform Baja California Sur into a global model of sustainable tourism, with ongoing investments in eco-friendly infrastructure, renewable energy in resort zones, and conservation of coastal and desert ecosystems.
Final Thoughts: Planning Ahead Is Key
For U.S. travelers, the new ‘Embrace It’ tax adds a minor step to vacation planning—but one that reflects a commitment to responsible tourism. With easy online payment options and clear QR code verification, the process is seamless and supports meaningful improvements across the region.
As Baja California Sur continues to grow as a top-tier tourist destination, this initiative reflects a thoughtful balance between welcoming international guests and protecting the natural beauty that draws them in the first place.
For more travel news like this, keep reading Global Travel Wire
