Embrace it is a tourism benefit authorized by Article 129 Bis of the Baja California Sur State Tax Law.
In 2025, it costs 470 Mexican pesos per person, approximately US$25, and must be paid exclusively online.
The Government of Baja California Sur announced that the tourism benefit known as Embrace it will remain in effect throughout 2026 under the “One Voice” concept, a collaborative framework supported by government institutions and the private sector.
The objective is to provide clarity to those planning their trip and ensure that every international visitor fulfills their legal obligation to contribute the tax that funds environmental protection, tourism infrastructure, and cultural projects throughout the state.
Embrace it applies to travelers over 12 years of age who enter through land border crossings or through the airports of Los Cabos, Cabo San Lucas, La Paz, and Loreto. Payment is mandatory and is made exclusively online, either before the trip or upon arrival at the destination.
Once the process is complete, the system generates an electronic certificate with a unique QR code, which may be requested randomly at airports or points of entry to confirm compliance.
Embrace it operates under the One Voice program, a collaborative framework that brings together the state government, the private sector, and the tourism industry to offer a unified message to visitors: ‘Pay for tourism and protect Baja California Sur.’
The funds collected are allocated to environmental protection, improvements to tourism infrastructure, and social and cultural projects that ensure the destination’s sustainability for tourists and future generations.
The collection process is managed by Tourist Tax Mexico, which is responsible for the digital payment system. This system uses technology from a global platform specializing in tourism tax management and regulatory compliance through simple and transparent digital procedures.
‘For foreign tourists, clarity in the requirements always makes the difference,’ stated Hugo Chapoy Córdova, Director of Revenue at Tourist Tax Mexico. “Our commitment is to maintain a secure, simple, and accessible digital process for those who choose Baja California Sur.”
Thanks to this model, Baja California Sur is part of an international trend in which travelers are participating more directly in the preservation of the destinations they visit.
According to the Baja California Sur Ministry of Tourism and Economy, the state is experiencing favorable activity with an average hotel occupancy rate exceeding 70% during the end-of-year holidays.
Comondú leads the way with 89% occupancy; followed by Los Cabos, with an average of 72% and a projected peak of 79% during the holiday season; La Paz, with 66%; Loreto, with 58%; and Mulegé, with 54%.
In terms of air connectivity, 4.1 million passengers arrived from January to November 2025, representing a 2.1% increase compared to the same period in 2024, with 47% being domestic passengers and 53% international.
Regarding the economic impact, from January to October 2025, 23.747 billion pesos were generated, a 14.3% increase compared to the same period of the previous year. It is projected that by the end of 2025, the economic impact will reach approximately 28 billion pesos, driven by tourism activity in November and December.
Source: expreso.info
