La Paz: A Rising Star in Sustainable Tourism and Gastronomy

Growth in Tourist Arrivals

La Paz is establishing itself as one of the fastest-growing tourist destinations in Baja California Sur, thanks to a significant increase in visitor arrivals, enhanced air connectivity, and a diverse offering that combines nature tourism, gastronomy, and environmental conservation. In the first half of 2026, the city welcomed 841,400 tourists, marking an impressive 11.4% increase compared to the same period last year.

The growth trend is evident in both national and international markets. From January to July, domestic tourist arrivals reached 812,900 passengers, reflecting a 10.6% increase, while international visitors totaled 28,500, showcasing a remarkable 41.6% growth.

Enhanced Connectivity and Market Diversification

The tourism boom in La Paz is supported by improved air connectivity, with flights from various Mexican cities operated by airlines such as Viva Aerobus, Aeroméxico, and Volaris. Additionally, Alaska Airlines has introduced a direct international route from Los Angeles, further facilitating access to this beautiful destination.

The tourism strategy also emphasizes market diversification, particularly targeting visitors from the United States, Canada, and England, alongside an increase in tourist spending. Factors contributing to the rise in tourist numbers include a perception of safety and the warm hospitality of the local population.

"The perception of safety and the hospitality of the local population have played a crucial role in attracting tourists,"

stated local tourism authorities.

Gastronomy and Environmental Conservation

Complementing the tourism expansion is the growth of La Paz's culinary scene. In 2026, the Michelin Guide recognized five establishments in the region: Nemi, located in the historic center of La Paz, and Benno, Düm, Oystera, and Tenoch Paradero in Todos Santos. The culinary offerings focus on ingredients sourced from the sea, fields, and ranches of Baja California Sur, blending desert flavors with products from the Gulf of California and the Pacific Ocean.

"Our culinary proposal aims to combine the unique ingredients of the desert with the rich resources of the Gulf and the Pacific,"

said a local chef.

La Paz's tourism strategy is also closely linked to the protection of its ecosystems. The city promotes projects related to regenerative aquaculture, coral restoration, and the protection of endemic species, aiming to preserve the natural resources that enhance its tourist appeal. Key natural attractions include Isla Espíritu Santo and the whale shark viewing area, along with Playa Balandra.

The tourism offering extends across six communities in the region, each providing unique experiences. Highlights include the five-kilometer Malecón and Playa Balandra in La Paz, the artistic and hotel offerings in Todos Santos, the historical mining heritage of El Triunfo, wind sports in La Ventana, sport fishing and winter tourism in Los Barriles, and responsible tourism and gray whale watching in Puerto Chale.

With the growth recorded in 2026, La Paz aims to strengthen its position as a destination where tourism activities are harmonized with the conservation of its natural resources and a culinary offering that reflects the identity of Baja California Sur.