Los Cabos Tourism made a splash at this year’s SXSW Festival, the USA’s largest gathering of tech enthusiasts, entrepreneurs, and marketing professionals. Held in Texas’ bustling capital city, the annual conference is more than a trade show, serving as a celebration of creativity and innovation, where music, film, culture, and technology converge. 

With an informative yet interactive booth and an insightful session featuring an all-star lineup of panelists, Los Cabos took center stage, showcasing our commitment to wellness, community engagement, and environmental stewardship.


Brand Exposure and Innovation

The festival's diverse audience of tech lovers, business innovators, and marketing specialists provided an ideal platform to amplify the brand's message globally. To gain maximum exposure amid the energy of SXSW, Los Cabos Tourism strategically positioned itself at the Creative Industries Expo in the Global Pavilion. 

A towering whale sculpture served as the centerpiece and a symbol of the destination's commitment to eco-conscious tourism. From across the conference floor, our whale captured the attention of attendees and invited visitors to leave their mark with positive messages and artwork. To encourage booth visitors and provide inspiration, local artist Ivan Guaderrama was present to brush the inaugural strokes on the sculpture. 

Tying in SXSW’s overall theme of technological innovation, our booth was outfitted with QR codes activating two AR experiences. One code displayed whales swimming through space while the second brought a detailed map of Los Cabos to life. 

An LED screen stood as the booth’s backdrop, pairing captivating destination imagery with statistics about Los Cabos’ biodiversity, marine life, protected areas, and our mission for positive impact.


Tuesday morning, our team hosted a coffee break, drawing foot traffic to the booth and creating a literal buzz about Los Cabos both at the conference and on social media. 


Thought Leadership and Cultural Engagement

Beyond boosting brand awareness, we aimed to establish the Los Cabos Tourism Board as a thought leader in the travel industry. Hosting a session titled "The Transformative Power of Community-Based Travel," we delved into the profound effects of engaging with local communities on mental, physical, and spiritual well-being.

Moderated by Arnie Weissmann of Travel Weekly, the panel was comprised of industry leader Juliet Kinsman from Condé Nast Traveler, as well as Diana Flores, World Flag Football Champion and Los Cabos Brand Ambassador, and Los Cabos Tourism Board’s Managing Director Rodrigo Esponda. From fostering a sense of belonging to promoting cultural exchange and environmental preservation, the discussion highlighted the holistic benefits of responsible travel and explored the enriching experiences of community-based tourism.

Rodrigo Esponda stressed the need to respect communities' identities and values in tourism management. He also focused on community engagement and data-driven decision-making to balance tourism growth with environmental and cultural preservation while providing examples such as visitation limits in protected areas like Cabo Pulmo. Juliet Kinsman emphasized the importance of community-based tourism and cautioned against "social-washing," when a touristic experience is presented as beneficial to a community when it is not. Diana Flores spoke about the responsibility of younger generations to foster authentic connections with the destinations they visit and leave a positive impact. 

Watch the full session here

Los Cabos Tourism left an indelible mark on SXSW attendees, inspiring them to rethink their approach to travel and wellness. We showcased our commitment to innovation, sustainability, and meaningful engagement with communities worldwide, from the bustling expo floor to the thought-provoking session stage.