Rodrigo Esponda

Rodrigo, who is Rodrigo Esponda, in your own words?

I am an architect by training, and I have developed my career in tourism from a strategic, longterm perspective. My path in the sector began almost 25 years ago through architecture, which allowed me to better understand territory, planning, and the impact that development has on destinations.

I hold a master’s degree in Administration from Columbia University in New York, a second master’s degree in Tourism Destination Management, and I am currently pursuing a PhD in tourism. Throughout my career, I have combined professional practice with academia, including teaching tourism planning at New York University—an experience that helped me structure ideas and strengthen my approach.

On a personal level, I place great value on discipline, continuous learning, and balance between professional and family life—elements that also influence how I face the challenges of the tourism sector.

When did your passion for tourism begin?

I come from a family of architects, which shaped my education from a very early age. My first real connection with tourism happened somewhat by chance, when I began collaborating on architectural projects linked to FONATUR. That was when I truly understood the scope of tourism as a tool for territorial, social, and economic development.

Over time, my career became fully focused on tourism, including more than 16 years of international experience promoting México in different markets. This gave me a broader perspective on how destinations are built and communicated on a global scale.

Why Los Cabos?

After several years being part of the México Tourism Promotion Council at different stages of my career, I felt it was the right moment to close that chapter and take on a new challenge. The opportunity in Los Cabos came very naturally—within a destination that represents a highly compelling professional project, while also offering a quality of life that is difficult to find elsewhere.

Los Cabos is a destination of great tourism relevance, but at the same time, it is an extraordinary place to live. Its natural environment, its community, and the way it has evolved over time make it a unique place, with significant challenges but also enormous potential to continue growing responsibly.

How does Rodrigo promote Los Cabos?

The promotion of Los Cabos is built on an integrated strategic narrative that seeks to inspire while clearly communicating what makes the destination unique and how its essence is preserved. It is not only about attracting visitors, but about sharing an authentic story that reflects its identity, environment, and approach to development.

The focus is on connecting with the right visitor, at the right time, by offering meaningful experiences that respect the natural environment and strengthen the quality of life of the local community. Promotion supports a long-term vision in which growth, planning, and responsibility move forward together.

What did you find in Baja California Sur that made it feel like home?

I had visited many times, both personally and professionally, and I realized that Los Cabos has something very special. Beyond its natural beauty, there is a sense of balance that is difficult to find elsewhere. It is a territory with unique landscapes, a different pace of life, and a community deeply connected to its surroundings.

Over time, I understood that it is not only an extraordinary place to work, but also to live. The closeness to nature, the way people relate to the land, and the awareness of the importance of protecting it make Baja California Sur feel like home. Living here also implies responsibility—but one that is gladly embraced when you truly understand the value of what you have.

What are the three most important achievements of your life?

Rather than focusing on specific achievements, I value the processes. Professionally, dedicating my career to understanding and developing tourism from a strategic and responsible perspective.

On a human level, working with people and teams who contributed different perspectives and learnings, and with whom strong, long-term projects were built. Personally, being a father, continuing to learn, and maintaining a critical and curious mindset about what I do.

Where do you see yourself in five years?

I see myself with more experience and, at the same time, with greater responsibility to continue pushing tourism toward a better place—more conscious, more human, and more committed to its environment. I truly believe this industry has the capacity to grow with purpose, generate wellbeing, and leave a real, positive impact on destinations and people.

Above all, I see myself with the same energy and conviction I have today: eager to keep building, keep learning, and open clearer paths for those who come after. If in five years the tourism I helped shape is a little better than it is today, I will know the effort was worth it.

What message would you like to share with readers?

Travel with curiosity and respect. Enjoy destinations, but also seek to understand them. Behind every place there are people, stories, nature, and decisions that make the experience possible.

Travel is a privilege, but also a responsibility. When we choose how and where we travel wisely, we help destinations preserve themselves, evolve, and remain authentic.

If Los Cabos leaves something with those who visit us, I hope it is a deep connection with theenvironment and its people. Because the most valuable journeys are not the ones you show off—but the ones that transform you.