Los Cabos, Baja California Sur – The Mexican coastal paradise of Los Cabos is experiencing a landmark year in 2025, as the destination celebrates record-breaking tourism figures, more affordable hotel pricing, surging domestic travel, and a powerful upswing in wellness-focused luxury experiences. With a projected 4.13 million total visitors by year-end, the region continues its upward tourism momentum, surpassing previous records in 2024 and 2023, according to the Los Cabos Tourism Trust (FITURCA).
Situated at the tip of the Baja California Peninsula, Los Cabos has strategically positioned itself as a world-class destination for both domestic and international travelers. As other beach destinations in Mexico face overtourism challenges, Los Cabos appears to be striking the right balance between sustainable growth and visitor satisfaction.
Tourism Hits All-Time High with 5% Growth
Los Cabos’ estimated 4.13 million tourist arrivals in 2025 mark a 5% increase over 2024’s 3.93 million and a steady climb from the 3.86 million recorded in 2023. This growth is particularly impressive considering the global tourism industry’s stabilization post-pandemic.
Los Cabos’ success stems from strategic investments in infrastructure, airport capacity expansions at Los Cabos International Airport (SJD), and improved segmentation in targeting domestic, wellness, and luxury travel markets.
Hotel Rates Decrease, But Occupancy Remains Strong
In a rare shift for the luxury-heavy region, average hotel prices in Los Cabos declined for the first time in several years. According to STR Global data, the average daily rate (ADR) in March 2025 was $498, down from $553 in March 2024—a 10% drop. By April, rates further dropped to $488.
However, this decline in price doesn’t reflect weakening demand. In fact, occupancy remains healthy across the region. The strategic price adjustments by hoteliers are aimed at broadening the traveler base, stabilizing room demand, and maintaining competitiveness in an increasingly price-sensitive market.
Regional Rate Trends Vary Across Los Cabos
Different zones within Los Cabos responded to market trends uniquely:
- Cabo San Lucas, home to over 9,400 hotel rooms, experienced a 5% increase in ADR, reaching $355, with the highest regional occupancy at 78% in April.
- San José del Cabo witnessed a significant 18% drop in hotel rates, averaging $279 per night—a strategic move to attract mid-market travelers.
- Along La Ruta Escénica, a scenic luxury corridor, rates dipped 6% to $665 per night, reflecting more refined pricing strategies from high-end resorts to match shifting guest preferences.
Domestic Tourism Climbs as Air Connectivity Expands
Domestic travel is a rising pillar of Los Cabos’ tourism resilience in 2025. Over 463,000 Mexican tourists visited Los Cabos between January and April 2025—an 8.5% increase compared to the same period in 2024.
Today, domestic visitors make up 32% of Los Cabos’ total arrivals, supported by improved airlift from cities such as Mexico City, Guadalajara, and Monterrey. Mexico City remains the top origin for domestic travelers, followed by Jalisco and Nuevo León.
International arrivals remain strong despite a slight 0.4% decline. More than 913,000 foreign visitors entered Los Cabos in the first four months. While U.S. arrivals dipped modestly, Canadian tourism rose by over 4%, offsetting part of that gap. The U.S. West Coast—particularly California—continues to be the leading international source region.
Repeat Visitors Signal Long-Term Tourism Health
One of the most notable trends in 2025 is the loyalty of Los Cabos visitors. Through March, 38% of tourists were repeat visitors—an impressive figure that highlights the destination’s consistent appeal and service quality.
According to FITURCA, this loyalty translates into higher lifetime value per guest and reduced marketing costs for acquisition. Repeat visitation is also a key metric for long-term sustainable tourism success.
Wellness Travel Emerges as a Premium Tourism Driver
Wellness is no longer a niche market—it’s now a cornerstone of the Los Cabos brand. In 2025, 18% of travelers identified wellness as their primary motivation for visiting. From high-end spas and yoga retreats to nature immersion and mindful recovery packages, Los Cabos has successfully positioned itself as Mexico’s leading wellness destination.
These travelers are high-spending guests, with average expenditures exceeding $3,000 per visit, and 90% of them report “extreme satisfaction,” according to surveys conducted by the Global Wellness Institute and local tourism officials.
As the global wellness economy is now valued at over $650 billion, Los Cabos is capitalizing on this trend by investing in wellness resorts, green spaces, and therapeutic programs.
Conclusion: Los Cabos Leads with Balance and Value in 2025
Los Cabos is proving in 2025 that success in tourism isn’t just about volume—it’s about value and versatility. By carefully adjusting hotel rates, diversifying its traveler mix, expanding domestic and air travel links, and embracing the booming wellness travel segment, Los Cabos is setting a new benchmark for sustainable, high-quality tourism growth in Mexico.
As destinations across Latin America seek resilient tourism models, Los Cabos stands out as a blueprint for how luxury, wellness, and accessibility can coexist.
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