Baja California Sur’s first immersive museum opens June 9 in the Cabo San Lucas Marina, offering a 60-minute guided tour through four rooms dedicated to the marine life of the Sea of Cortez. The Discovery Center Immersive Museum, located inside The Place At Cabo development, uses 360-degree projection screens, laser systems, and LED lighting to simulate the underwater world of a body of water Jacques Cousteau once called “the aquarium of the world.”
General admission runs about 800 pesos (roughly $40 USD). Discounted rates for local residents and students are planned but not yet finalized. The museum will operate Tuesday through Sunday, noon to 8 p.m.
The Sea of Cortez Holds UNESCO Protection and Over 900 Fish Species
The Sea of Cortez, also called the Gulf of California, separates the Baja peninsula from mainland Mexico and stretches about 1,100 kilometers from the Colorado River delta to Cabo San Lucas. UNESCO inscribed the Islands and Protected Areas of the Gulf of California as a World Heritage Site in 2005. The designation covers 244 islands and coastal areas across the gulf.
The ecosystem supports more than 900 species of fish and 39% of the world’s total marine mammal species. Blue whales, humpback whales, whale sharks, manta rays, hammerhead sharks, and sea lions all inhabit its waters. The Cabo Pulmo National Park, about 100 kilometers northeast of Cabo San Lucas, is one of only three living coral reefs in North America. That reef recovered dramatically after local fishermen agreed to ban commercial fishing there in 1995, and fish biomass increased by more than 460% over the following two decades.
Cousteau’s famous description dates to his 1973 documentary series. He and his crew spent weeks filming in the gulf, cataloging species and coral formations. The quote has since become a marketing staple for the region, but the science behind it holds up. A 2020 study by Mexico’s CONABIO, the national biodiversity commission, found the Sea of Cortez contains one of the highest concentrations of marine species per square kilometer of any body of water on Earth.
Los Cabos Has Pushed Cultural Tourism Since 2019
The museum fits a deliberate shift by Los Cabos tourism officials to diversify beyond beach resorts and nightlife. The Los Cabos Tourism Board launched its “Experience More” branding campaign in 2019, promoting art walks, gastronomy tours, and ecological excursions. Hotel occupancy in Los Cabos averaged 75.6% in 2024, and the destination drew roughly 4.1 million visitors that year.
Carlos Arámburo, the museum’s experience director, said the project aims to combine education with entertainment. “The goal is to learn about the biodiversity of one of the world’s most important ecosystems, as well as to promote environmental education,” he said. The four rooms progress through different marine environments, with projections designed to make visitors feel submerged in the gulf’s underwater landscapes.
Immersive museums have grown rapidly worldwide since the Atelier des Lumières opened in Paris in 2018. Mexico City now has several, including the Immersive Frida Kahlo exhibit and a Van Gogh experience that ran in 2022 and 2023. But BCS has not had one until now. The closest comparable attraction is the Museum of Natural History in La Paz, which houses marine specimens and whale skeletons but uses traditional display methods, not digital projection.
Marina Location Puts the Museum in Cabo’s Tourist Core
The Cabo San Lucas Marina sees heavy foot traffic year-round. It serves as the departure point for sport fishing charters, sunset cruises, and whale watching tours. Placing the museum inside The Place At Cabo development puts it within walking distance of restaurants, shops, and the cruise ship tender dock. During peak season from November through April, the marina area draws thousands of day visitors from resorts spread along the Los Cabos corridor.
At 800 pesos, the ticket price sits above the cost of most local museum admissions but below the typical price of a whale watching tour (which runs 1,200 to 2,500 pesos depending on the operator). The planned local and student discounts could lower that barrier, though the museum has not yet announced qualifying requirements or reduced prices.
The Discovery Center Immersive Museum opens Monday, June 9, at The Place At Cabo in the Cabo San Lucas Marina. Ticket details and any updates to the discount program are expected before opening day. This article draws on reporting by El Sudcaliforniano.