Tourism in Baja California Sur Set to Thrive with ‘Embrace It’ Tax Extension

Published on December 3, 2025

The government of Baja California Sur, Mexico, has confirmed that the ‘Embrace It’ tourist tax will remain in effect throughout 2026. This mandatory fee, which applies to visitors arriving in the region, aims to generate funds to improve and maintain the infrastructure and services that support the growing tourism sector. The announcement came after a positive reception to the tax’s impact on local services and community initiatives in previous years.

Baja California Sur, which includes popular tourist destinations such as Los Cabos, La Paz, and the beaches of the Baja Peninsula, has long been a favorite among international and domestic travelers. With its stunning coastline, vibrant culture, and world-class resorts, the region attracts millions of tourists every year. The “Embrace It” tax was introduced as part of a strategy to maintain the quality of services and sustainable tourism development in Baja California Sur, ensuring that the benefits of tourism are reinvested into the local community.

The ‘Embrace It’ fee is levied on visitors entering Baja California Sur and applies to all international travellers, including those arriving by air and sea. The tax is collected at major points of entry, such as Los Cabos International Airport, and is expected to contribute significantly to funding tourism infrastructure, environmental conservation efforts, and community development projects. The government has emphasized that the revenue generated from this initiative will go directly towards enhancing the region’s tourism offerings and maintaining the destination’s reputation as a leading tourism hub in Mexico.

Tourism Growth and Infrastructure Development

Baja California Sur has experienced consistent tourism growth, with an increasing number of travelers drawn to its beaches, luxury resorts, and outdoor activities such as fishing, diving, and whale watching. In recent years, the region has invested heavily in improving its tourism infrastructure, including upgrades to roads, airport facilities, and public amenities.

The ‘Embrace It’ tourist tax is part of these efforts to ensure that the region can continue to support the demands of increasing tourism while also preserving its natural beauty. The funds collected through the tax will help to maintain and expand public services that are essential for both residents and visitors, such as waste management, water conservation, and emergency services.

In addition to infrastructure development, the funds generated from the tourist tax will support sustainable tourism initiatives aimed at protecting Baja California Sur’s diverse ecosystems. The region is home to some of Mexico’s most important marine environments, including the Cabo Pulmo National Marine Park, a UNESCO World Heritage Site known for its biodiversity. The revenue from the tax will contribute to the preservation of these delicate ecosystems and ensure that tourism remains environmentally responsible.

Support for Local Communities and Tourism Services

The ‘Embrace It’ tax also aims to support local businesses and communities that directly benefit from tourism. By investing in the local workforce, improving tourism training programs, and supporting small businesses, the government hopes to ensure that the economic benefits of tourism are distributed more equitably across Baja California Sur. The tourist tax will help fund programs that support artisans, local tour operators, and small hotels, ensuring that tourism revenue is shared with the communities that help make Baja California Sur a vibrant and welcoming destination.

Tourism plays a central role in Baja California Sur’s economy, with millions of dollars in revenue generated each year from travelers visiting the region’s beaches, resorts, and cultural attractions. The continued growth of the tourism sector depends on maintaining a high standard of service, which the ‘Embrace It’ tax helps to support. The tax also promotes a more sustainable approach to tourism, ensuring that the region’s success does not come at the expense of its environment or local culture.

Expanding the ‘Embrace It’ Campaign

As the ‘Embrace It’ tax continues through 2026, the government plans to expand the campaign’s reach, with more initiatives aimed at educating tourists about the benefits of the tax and how it helps improve their overall travel experience. Tourism boards and local businesses will work together to promote the tax’s impact, highlighting its contribution to preserving Baja California Sur’s unique natural attractions and supporting sustainable tourism practices.

The ‘Embrace It’ tax also aims to raise awareness about the importance of responsible tourism. Visitors will be encouraged to participate in environmentally friendly activities, such as wildlife watching, sustainable fishing practices, and supporting eco-friendly hotels and restaurants. These efforts will complement the goals of the tax by encouraging travellers to respect local customs and environments during their visits.

Looking Ahead: Strengthening Baja California Sur’s Position in Global Tourism

The ‘Embrace It’ tourist tax reflects Baja California Sur’s commitment to maintaining its position as a top global tourism destination. With continued growth in visitor numbers, the region is well-positioned to become an even more prominent player in the international tourism market, thanks to the efforts of local government, businesses, and the community. The tax, while aimed at improving local infrastructure and services, is also part of a broader strategy to create a sustainable tourism model that benefits both tourists and residents.

The tax is expected to play a significant role in ensuring the long-term viability of Baja California Sur’s tourism sector, allowing it to continue to grow while remaining environmentally and culturally sustainable. As the region works to enhance its tourism offerings, the ‘Embrace It’ initiative will continue to be a key part of the plan for a thriving and sustainable future for Baja California Sur.