#Mexico #sustainable tourism #La Paz #Baja California #EMBRACE IT

Baja California Sur Launches the EMBRACE IT Tax

On July 4, 2025, Baja California Sur took a bold step towards sustainability with the official launch of the EMBRACE IT tax. This initiative, enacted by the state government, specifically targets foreign tourists staying in the region for over 24 hours. The tax aims to generate crucial funding dedicated to environmental conservation, community development, and enhancing local tourism infrastructure.

Why EMBRACE IT?

The introduction of a tourist tax is often met with mixed reactions, yet the Baja California Sur government advocates that EMBRACE IT is essential for balancing the needs of tourism with the urgent requirements of environmental protection. Mtra. Bertha Montaño Cota, the Minister of Finance and Administration, emphasized the government’s commitment to delivering memorable experiences for visitors while ensuring the preservation of the region's unique ecosystems.

"Our commitment is to provide an unforgettable tourism experience while protecting our ecosystems and supporting the well-being of local communities," Montaño stated. This initiative will be instrumental in achieving such goals.

How Much Is the Tax?

The tax amounts to $470 MXN (approximately $25 USD) per person, which is to be paid exclusively online through the Travelkore platform. Tourists are required to present proof of payment at various entry and exit points in the state upon arrival and departure.

Where and When?

The EMBRACE IT tax commenced collection on June 30, 2025, and applies to all foreign visitors arriving by air or land at the following locations:

• - Los Cabos (SJD)
• - Cabo San Lucas (CSL)
• - La Paz (LAP)
• - Loreto (LTO)

The registration process and tax payment system will be administered by Tourist Tax México S.A. de C.V. (TTMX), leveraging the advanced SaaS technology offered by Travelkore.

Allocation of Funds

The revenue generated from the EMBRACE IT tax will be allocated towards significant initiatives that aim to improve the region's environmental quality:

• - Environmental Protection: This encompasses activities aimed at preserving local flora, fauna, and natural landscapes, which are vital for sustainable tourism.
• - Infrastructure Improvement: Funds will be directed towards upgrading facilities to accommodate the growing number of visitors while maintaining safety and accessibility.
• - Social and Cultural Projects: A portion of the tax revenue will support programs that empower local communities, highlighting the rich culture and traditions of Baja California Sur.

A Sustainable Future

The EMBRACE IT initiative represents a comprehensive approach to sustainable tourism. By ensuring that tourists contribute fairly to the preservation and enhancement of the areas they visit, Baja California Sur sets a noteworthy precedent for other regions across the globe.

With travel numbers steadily increasing, this initiative highlights the necessary shift towards more responsible tourism practices. The blend of financial investment in ecological and social projects fostered through the EMBRACE IT tax paints a promising picture for the future of Baja California Sur as a tourist destination.

Conclusion

Baja California Sur's steps towards sustainable tourism through the EMBRACE IT initiative illustrate the importance of balancing economic growth with environmental responsibility. With the collaborative efforts of local government, businesses, and tourists, the region can thrive while preserving its natural beauty and cultural heritage for generations to come.