#Mexico #La Paz #EMBRACE IT #Baja California Sur #Travel Tax

Update on the Embrace It Program in Baja California Sur

As of January 1, 2026, international visitors to Baja California Sur will see an update to the Embrace It program, as the fee has been raised from 470 to 488 Mexican pesos per person. This adjustment, although minor, has important implications for the local economy and tourism management in the region.

The funds collected from this increased fee will be dedicated to various projects aimed at enhancing the area's tourism infrastructure, protecting the environment, and fostering social and cultural programs. This initiative aligns with a broader global movement towards responsible tourism, which emphasizes sustainability and community support.

Baja California Sur's authorities have noted that between July and December 2025, the bulk of the contributions came from international visitors, with 77.1% being from the United States and 17.5% from Canada. This data indicates a strong preference among North American travelers to visit the region, particularly Los Cabos, Cabo San Lucas, La Paz, and Loreto—destinations that are integral to the local tourism sector.

Who Will Be Affected?

The Embrace It program is applicable to all international visitors aged 12 and older, who enter the state via air or land and stay for more than 24 hours. The payment is mandatory and must be completed online either before traveling or upon arrival. Visitors can pay at embraceit.bcs.gob.mx and will receive an electronic certificate with a QR code. This certificate may be requested by authorities during their stay as proof of payment.

Hugo Chapoy Córdova, the Director of Revenue at Tourist Tax México, emphasized the positive reception of the Embrace It program. Data shows that international visitors have been proactive in making payments in advance, with peak activity on weekdays and Fridays in particular, spotlighting consumer behavior trends that suggest a preference for planning ahead.

Visitor Patterns and Trends

Analysis of visitor demographics indicates that most travelers are middle-aged and older adults, particularly those between the ages of 45 to 59 (30.25%) and those over 60 (29.94%). Younger adult travelers (ages 30 to 44) also make up a sizeable portion (24.52%), while those under 30 represent only 11.78%. The typical stay for visitors is a week, with 27.14% spending seven nights in the area, reflecting the region's appeal for extended vacations rather than quick getaways.

The data further reveals that advance bookings are primarily made between one to two weeks prior to travel (32.80%), and just over a quarter (27.39%) book four to six days ahead. Interestingly, only a small fraction (5.41%) pay the fee on the same day they travel, highlighting a preference for organized travel plans among visitors.

This initiative operates under the 'One Voice' program, a collaborative effort that involves the state government, private sector stakeholders, and members of the tourism industry. The prevailing message aims to encourage visitors to pay the tourism contribution and contribute positively to the protection of Baja California Sur.

Baja California Sur hopes that this increase will foster a better quality of life in the local communities and enhance the overall visitor experience by directing funds towards essential projects and services that benefit both tourists and residents. For additional information, all current details about the program can be found at embraceit.bcs.gob.mx.

About Tourist Tax México

Tourist Tax México, S.A. de C.V. is a Mexican organization specializing in digital solutions for tax collection from travelers and tourists. The company oversees the efficient management of tourism taxes via its digital platforms, while also providing services in various locations throughout Mexico. More details can be found at touristtax.com.mx.