Executive summary
Los Cabos is one of the most important destinations in Mexico, a favorite of primary markets such as the United States and Canada, recognized for its ecosystemic richness, luxury and comfort, which lives mainly from tourism as an economic activity.
Since the beginning of the pandemic, the challenge has been to maintain the reputation of the destination, adapting the travel experience to the new market needs, incorporate protocols and ensure general wellbeing without affecting the tourist experience.
The health crisis has been addressed through storydoing, with effective positioning through storytelling.
In March 2020, Los Cabos was closed for more...