Los Cabos, the twin-centre resort destination on Mexico’s west coast that literally means “the capes” (airport code SJD,) has, until now, flown somewhat under the radar with Canadians. Known internationally for deep-sea fishing, elegant resorts and a quiet vibe, Los Cabos has not been as familiar to travel advisors and their clients as some other Mexican destinations such as Puerto Vallarta and the Riviera Maya.
That may soon change, thanks to a new campaign, “Wellness Champions,” that taps into one of the biggest post-pandemic travel trends. According to the Global Wellness Institute, growth in the wellness travel sector is now 21 per cent annually.
The tourism team at Los Cabos is working with a number of supplier partners including ACV, WestJet, Travel Brands, Flight Centre, Flair and Sunwing on the new wellness-themed campaign, unveiled to a group of Toronto-area travel media, including Open Jaw, on 03FEB.
The venue for the reveal was strategic: Toronto's chic, downtown Sweat and Tonic spa and fitness facility, where, between yoga and massage sessions, the group learned about SJD, its offerings and why it is the perfect destination for the wellness-seeking client.
The “Wellness Champions” campaign targets eco-conscious but adventurous travellers – or anyone with a goal of wellness. To do so, Los Cabos is switching up its messaging from beaches, deserts and hotels to spotlighting farm-to-table dining, cultural rituals and physical adventure.
New wellness messaging is another facet to the destination's already-high celebrity appeal. Private plane arrivals increased from 51,000 pax in 2019 to 80,000 last year. “We have a very solid niche of celebrities and business people – they love it that no one bothers them in Los Cabos,” said Rodrigo Esponda, Managing Director of the Tourism Board.
When it comes to Canadians, he explained: “Canada is very important for us, with non-stop service from an array of cities, including Abbotsford, Victoria, Calgary, Edmonton and Toronto.” Canadians are also an important target because our average stay is 11 days – compared to just 5 for Americans.
For more information about wellness opportunities in SJD, please click here.
