The implementation of the new mandatory tourist tax in Baja California Sur has generated confusion among visitors and industry operators. While the state government and the Travelkore Inc. platform assure that the measure is already in place, representatives of the Los Cabos destination state that there are no operational changes and that the charge has not yet been applied.
The tax, known as EMBRACE IT, was originally introduced in 2022 as a voluntary contribution to support sustainability initiatives. However, as of June 30, 2025, the tax became mandatory for all international travelers staying more than 24 hours in the state.
According to the official statement, tourists must pay the fee of 470 Mexican pesos (approximately $27.75) before arrival through the EMBRACE IT platform. After payment, users receive a receipt with a QR code that they must present at points of entry and exit to the state.
“EMBRACE IT is a key tool for providing an unforgettable tourism experience while protecting our ecosystems and supporting local communities,” said Bertha Montaño Cota, Secretary of Finance and Administration for Baja California Sur.
Los Cabos Clarifies: “There Are No Changes for Travelers”
Despite the official announcement, the Los Cabos representative in Canada—through Siren Communications—stated that the tax is not being applied in the destination: “There is no formalized regulatory or operational framework. All tourism operations continue as normal,” stated a statement sent to Travel Market Report Canada.
Along the same lines, the Los Cabos Hotel Association issued a clarification to its members, reiterating that the mandatory collection of the tax has not been implemented: “To date, no regulatory or operational system has been formalized for the EMBRACE IT program, so there are no changes for visitors.”
In response to the controversy, Hugo Chapoy, commercial and marketing director of Tourist Tax Mexico, emphasized that legal authority over the program rests with the Baja California Sur state government and not with tourism promotion agencies. “We appreciate that this concern has been raised and are working to clarify it,” he stated.
The discrepancy between what state authorities are communicating and what local tourism representatives like Los Cabos are saying has created an uncertain scenario, especially for travelers who have already paid the fee or who are wondering if it will be required upon arrival. Meanwhile, the debate over the effective implementation of the new tourist tax remains open.
Source: caribbeannewsdigital
