"Wellness champions": Los Cabos showcases 2023 strategy at T.O. event

The Los Cabos Tourism Board returned to Canada on Thursday (Feb. 2) at an exclusive media event. 

The Managing Director of the Tourism Board Rodrigo Esponda was joined at Sweat and Tonic by journalists for "Finding Wellness in Los Cabos": a compelling first-look at the destination’s 2023 "Wellness Champions" campaign.

“2023 will see Los Cabos embrace wellness in a way that no other destination has, leveraging our traditions, our natural beauty, and all-new, tailormade experiences to empower our visitors to realize personal fulfilment,” said Esponda. “Community, authenticity, freedom, exploration, and balance - these are pillars of the Los Cabos experience and core to our approach to wellness in our upcoming campaign.”

Esponda used his time with the media to dive into the details of Los Cabos’ "Wellness Champions" campaign, positioning the initiative as a response to growing global consciousness about the importance of self-care and mental health. 

Speaking to the eco-conscious but adventurous traveller and serving the guiding principle that there is no one definition of wellness, Esponda remarked that Los Cabos would strive to accommodate every interpretation of wellness. 

Beyond the beach

Esponda said that much of the promotional focus in 2023 would go beyond the beaches, deserts, and properties that many guests of the Baja Sur Peninsula are already familiar with. 

Instead, the Wellness Champions campaign will spotlight farm-to-table culinary experiences, compelling cultural rituals, and the endless opportunity for self-guided physical adventure.

“Our experiential offering in 2023 is a perfect marriage of wellness, sustainability, and adventure,” said Esponda. “We think we’ve refined the quintessential Los Cabos experience, into something that both disconnects travellers from stress and reconnects them with the beauty in this world. We can’t wait for you to discover it.”  

For more info about the Wellness Champions campaign, click here. 

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