The state of Baja California Sur updated the amount of the Embrace It tourist fee as of January 1, 2026, increasing it from 470 to 488 pesos per person—or its equivalent in U.S. dollars according to the prevailing exchange rate—as part of its strategy to consolidate a responsible, sustainable tourism model with direct impact on local communities.
The adjustment represents an increase of 18 pesos compared to 2025, and the resources collected are allocated to environmental protection, the strengthening of tourism infrastructure, and the promotion of social and cultural projects across the peninsula, in line with global sustainability trends in high-value natural tourism destinations.
With this announcement, state authorities released for the first time an aggregate data snapshot of the program, allowing for a better understanding of the profile of the international visitor who pays the fee and their behavioral patterns.
“We are very satisfied with the acceptance that Embrace It has had among international visitors. The aggregate data confirm an orderly pattern, with payments made in advance, greater activity on weekdays, and stays with well-defined patterns. This reinforces the responsible tourism approach promoted by Baja California Sur,” said Hugo Chapoy Córdova, Director of Revenue at Tourist Tax México, the company responsible for operating the platform and the visitor’s digital experience.
According to data collected between July and December 2025, the profile of visitors complying with the fee payment is predominantly North American. The United States accounted for 77.1 percent of registrations, followed by Canada with 17.5 percent, while other countries represented the remaining 5.4 percent.
By age bracket, the highest participation was among travelers aged 45 to 59 (30.25 percent) and those aged 60 and over (29.94 percent), followed by visitors aged 30 to 44 (24.52 percent) and 18 to 29 (11.78 percent). Participation by minors under 18 was marginal, in accordance with program regulations.
Regarding the timing of payment, 74.92 percent of transactions were carried out on weekdays, with Friday being the day with the highest activity (15.87 percent). Most payments were made in advance: between one and two weeks before the trip (32.80 percent) and between four and six days prior (27.39 percent). Only 5.41 percent were completed on the day of arrival.
The most frequent length of stay was seven days (27.14 percent), followed by stays of four days (19.68 percent) and five days (15.44 percent), reflecting a medium-to-long stay tourism profile aligned with the destination.
The Embrace It tourist fee is established in the Baja California Sur State Treasury Law and applies to international visitors over the age of 12 who enter by air or land and remain for more than 24 hours in destinations such as Los Cabos, Cabo San Lucas, La Paz, or Loreto.
Payment is mandatory and is made exclusively online through https://embraceit.bcs.gob.mx/, either before the trip or upon arrival at the destination. The platform generates an electronic certificate with a QR code, which may be requested during the stay or at points of entry, in accordance with current regulations.
The program operates under the Una Sola Voz framework, a collaborative effort between the state government, the private sector, and the tourism industry, aimed at delivering a unified message to international visitors: “Pay the tourist fee and protect Baja California Sur.”
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