The La Paz Tourism Trust launched its “I Love La Paz” campaign in February 2026, marking a deliberate shift away from budget tourism toward a model that prioritizes environmental stewardship and community involvement. For English-speaking residents and visitors, La Paz responsible tourism is more than a slogan. It signals real changes in how the city plans to grow.
The campaign emerged from a partnership between the trust, private businesses, the state government, and local universities. Director Luz María Zepeda said the goal is to attract travelers who match the city’s character, not bargain hunters who leave disappointed by prices.
“We began to restructure our tourism promotion strategy, precisely to attract a traveler who was more aligned with and suited to the destination’s character,” Zepeda told local media.
Why La Paz Responsible Tourism Matters Now
La Paz has long occupied a unique position in Baja California Sur. While Los Cabos built its identity around all-inclusive resorts and spring break energy, La Paz grew more quietly. It attracted retirees, marine biologists, kitesurfers, and snowbirds who valued its calmer pace and proximity to the Sea of Cortez.
However, that reputation created a tension. As tourism infrastructure grew, promotions sometimes positioned La Paz as a cheap alternative to Cabo. Visitors arrived expecting budget prices but found a city with rising costs tied to its genuine appeal. The mismatch frustrated both visitors and locals.
This pattern plays out across Mexico’s coastal destinations. Tulum went from backpacker haven to luxury hotspot within a decade, generating both wealth and deep resentment over environmental damage. Sayulita experienced similar growing pains. La Paz now appears determined to manage its trajectory before market forces make the choice for it.
The campaign also arrives at a moment when Baja California Sur faces broader environmental pressures. Water scarcity remains a persistent concern across the peninsula. Coastal ecosystems around Espíritu Santo Island and Balandra Bay already operate under federal protections. The trust’s proposed visitor code of conduct addresses these realities directly. It asks tourists to conserve water and carry their own trash from beaches.
For context, La Paz beaches typically lack trash bins by design. Locals follow a pack-it-in, pack-it-out culture. Visitors unfamiliar with this practice sometimes leave waste behind, creating friction between tourism growth and community standards.
What This Means for Expats and Visitors
If you live in or visit La Paz regularly, expect several practical shifts in the coming years.
First, pricing will likely continue to rise. The trust is explicitly moving away from low-cost positioning. Restaurants, tours, and accommodations will increasingly target higher-spending visitors. For expats on fixed incomes, this trend is worth watching closely.
Second, environmental standards will tighten. The ten-point visitor code of conduct is still in development. Once finalized, it could shape rules around beach access, water use, and waste disposal. These guidelines may eventually carry enforcement mechanisms, though none have been announced.
Third, the campaign reflects growing community engagement in tourism decisions. The trust involved the Business Coordinating Council, known by its Spanish acronym CCE, and university students in the campaign’s design. This collaborative approach suggests residents will have a stronger voice in future development debates.
Zepeda also highlighted how tourism spending reaches beyond the obvious sectors. She pointed to a recent triathlon in La Paz that generated demand for pet boarding, nutrition services, and family lodging. Events like these create economic ripples that benefit small businesses across the city.
On the connectivity front, La Paz currently operates 11 air routes. Ten are domestic. The sole international route connects to Los Angeles, which remains the primary gateway for American and Canadian visitors. The trust said it is negotiating with airlines to expand both domestic and international options.
Two Models for Baja Sur
The contrast with Los Cabos could not be sharper. Cabo San Lucas and San José del Cabo continue to pursue volume. New resort developments, cruise ship arrivals, and entertainment complexes drive that economy. It works for Cabo. The infrastructure exists to support it.
La Paz is betting on a different formula. Fewer visitors spending more, staying longer, and respecting local norms. The city recently received its first international award at the HSI Awards through a partnership with Discovery Channel’s Adventure Cities program. Features in National Geographic and Canadian Geographic have reinforced its image as an ecotourism destination.
Whether this strategy succeeds depends on execution. Campaigns are easy to launch. Changing visitor behavior and managing development pressure require sustained political will and community buy-in over years, not months.
The trust plans to continue its social media presence and outreach through travel agencies and digital content creators. For now, residents and regular visitors should watch for the finalized code of conduct. It will be the first concrete test of whether “I Love La Paz” translates from marketing into meaningful policy.