by Mayté Rodríguez Cedillo
photos by Adrian Matias De Antoni

Sunlight streams through floor-to-ceiling windows at the newly remodeled Marriott’s Hacienda del Mar Convention Center as business cards exchange hands and handshakes seal partnerships that will shape the future of tourism. Tour operators from Toronto discuss opportunities with hoteliers while luxury travel advisors from Europe explore collaborations with Mexican airlines. The energy is electric, purposeful – this is where deals happen, where the global tourism industry comes together to celebrate one of the world’s most captivating destinations.

For five days in November 2025, Los Cabos transformed into the epicenter of International tourism business as the destination hosted its 19th VIP Summit. From November 15 to 19, this premier industry gathering brought together the brightest minds and most influential players in global tourism.

A Summit Like No Other

“This is our best year yet,” declared Rodrigo Esponda, Managing Director of the Los Cabos Tourism Board. “I’ve been running the summit for 10 years, and this year in particular, it’s bigger than ever.”

The numbers tell a compelling story. The 2025 edition welcomed 92 companies from 20 countries, with approximately 350 attendees. International participation increased by 30 percent compared to the previous year. Over the course of the event, more than 1,600 business meetings took place – each representing potential partnerships, new routes, and opportunities that will bring travelers to Los Cabos for years to come.

The Business of Connection

What distinguishes the VIP Summit from other industry events is its focus on meaningful business development. This isn’t about speeches – it’s about creating conditions for substantive one-on-one meetings between the people who make things happen: travel agencies and tour operators, airlines seeking new routes, hotel chains exploring expansion, and the full ecosystem of tourism suppliers.

“Strengthening connections between companies and positioning Los Cabos as a strategic hub for global tourism has been the primary goal of the VIP Summit from the very beginning,” Esponda explained. Year after year, suppliers report closing deals and forming partnerships during the event.

Los Cabos continues solidifying its position in the luxury tourism market. The destination boasts the highest concentration of Virtuoso properties in México, the Caribbean, and Latin America, with only a third being all-inclusive and an average of around 250 rooms per property – creating intimate, personalized luxury experiences.

Innovation and Evolution

The 2025 edition brought welcome innovation. For the first time, the summit included a panel of tourism journalists discussing the evolution of tourism promotion, highlighting a fundamental shift toward storytelling that captures not just what travelers see, but what they feel.

During the summit, officials announced Copa Airlines’ groundbreaking new flight between Panama and Los Cabos launching December 4, 2025 – the first direct connection between Los Cabos and Latin America, expected to bring more than 25,000 tourists annually from Central and South America. Don’t miss our very own issue of BajaTraveler® and Beyond where we’ll be introducing Latin America’s section.

The Canadian Success Story

Perhaps no market better illustrates the summit’s impact than Canada. The 2025 edition saw strong Canadian representation, and the results speak volumes. The Canadian market segment grew by 11 percent compared to 2024 – the largest growth ever recorded. Canadian visitors prove particularly valuable, staying an average of 10 days compared to five for Americans, with 38 percent returning for repeat visits.

“Canada is a market we absolutely want to develop. There are still so many opportunities for growth,” Esponda emphasized, noting particular interest in expanding beyond western Canada to reach Toronto and Montreal travelers.

The Perfect Stage

Marriott’s Hacienda del Mar Los Cabos, An Autograph Collection All-Inclusive Resort, provided the ideal setting for these high-level meetings. The resort’s architecture echoes traditional Mexican haciendas while offering world-class conference facilities and breathtaking Sea of Cortés views. It’s a venue that showcases exactly what Los Cabos offers: authentic Mexican hospitality combined with contemporary luxury.

As the 19th VIP Summit concluded, one truth became crystal clear: Los Cabos has mastered the art of bringing the global tourism industry together. For five days each November, this destination doesn’t just talk about being a strategic hub – it proves it, one meeting, one partnership, one breakthrough at a time.