TORONTO — Loreto may still fly under the radar for many Canadian travellers, but that could be about to change.

With Canadian visitation up 50% this season and WestJet adding more capacity from Calgary, this laid-back Baja California Sur destination is gaining momentum — and giving travel advisors a fresh Mexico option for clients looking beyond the country’s traditional resort hubs.

“We’re very happy to strengthen our relationship with the Canadian market,” said Jesus Ordonez, Director of the Baja California Sur Tourism Board, in an interview with Travelweek. “We want to continue promoting our unique experiences to the right traveller profile. We know they’ll enjoy it, and they’re in good hands.”

Nestled between desert landscapes, mountains and the Sea of Cortez, Loreto combines outdoor adventure with small-town charm. New hotel options and visitor experiences are also coming online as local tourism stakeholders look to the Canadian market to help fuel the destination’s next stage of growth.

CANADIANS ARE DISCOVERING LORETO – AND THE FLIGHTS ARE FOLLOWING

According to Ordonez, Canadian visitation to Loreto has surged by 50% this season, contributing to 6% overall growth in the region from January to June.

Air access is expanding, too. Starting October 30 and running until mid-May 2027, WestJet will offer direct flights from Calgary every Friday. Service increases to twice weekly, on Mondays and Fridays, from mid-December through late April.

For travel advisors, the increased frequency means more flexibility and improved itinerary options.

Tourism officials will see additional Canadian gateways as a longer-term opportunity. For now, they’re focused on supporting the existing airlift.

SMALL TOWN, BIG ADVENTURE

New experiences are adding to Loreto’s longtime draws, which include sport fishing, hiking, snorkelling and whale watching.

Stargazing excursions in San Javier are being developed, alongside plans to seek international dark-sky certification and bring greater attention to the region’s night skies.

Meanwhile, small-ship cruises offer another way to explore the area. UnCruise Adventures operates Baja itineraries aboard its 66-passenger Safari Voyager, taking travellers through the Gulf of California to islands and natural areas that can be difficult to reach by road. Itineraries range from an eight-night Baja California’s Whales & Sealife expedition to the more ambitious 11-night ‘In Steinbeck’s Wake: An Epic Voyage Through the Sea of Cortez’ sailing.

WELLNESS TAKES CENTRE STAGE

Wellness is also in the spotlight in Baja California Sur, with two immersive festivals returning to the region’s Pueblos Mágicos.

The Todos Santos Wellness Fest is set for its third edition Nov. 6–8, 2026, at Santa Terra Living, followed by the second return of Loreto Live Well Experience from Jan. 15–17, 2027, at Hotel Oasis in Loreto.

Together, the festivals bring movement, mindfulness, and personal growth into settings shaped by the region’s nature, culture and communities.

“Baja California Sur has all the elements today’s wellness travellers seek, from extraordinary nature and outdoor experiences to vibrant communities and a deep sense of place,” said Ordóñez.

“The return of Todos Santos Wellness Fest and Loreto Live Well reflects the rising interest in experiences that allow visitors to connect more meaningfully with our destinations, communities and themselves.”

The festivals are part of Baja California Sur’s broader ‘Wellness in Baja California Sur’ strategy, which aims to strengthen the state’s wellness offerings while creating opportunities for local hotels, restaurants, transportation providers, tour operators and other businesses.

EASY TO EXPLORE & CUSTOMIZE

Loreto’s compact, walkable centre makes it relatively easy for independent travellers to settle in and explore. The airport is also a short drive from town.

“It’s very easy for visitors to truly get to know the local community,” said Ordonez.

Much of Loreto’s accommodation inventory consists of smaller, family-owned properties. Recent additions include Las Palmas and Posada del Cortes Hotels, while the historic HotelOasis is updating its guestrooms, with renovations expected to be completed by the end of the year.

For travel advisors, the destination lends itself to customized trips. Many properties can be booked through online travel platforms, though they aren’t packaged with WestJet flights,

leaving room to pair air and accommodation to each client’s preferences.

A week-long stay gives clients time to enjoy Loreto and venture further afield if they want to see more of Baja California Sur. Nearby communities, such as the 18th-century French town of Santa Rosalía (also part of Pueblo Mágico), are just a two hour drive away.

PRESERVING THE SMALLER SCALE

As air capacity increases, Loreto’s accommodations sector will need to grow with it – and seize the opportunity. According to local tourism stakeholders, the opportunity is to welcome more visitors while preserving the smaller scale that sets the destination apart.

For the Canadian travel trade, new hotels and experiences could create more ways to sell Loreto. For now, much of its appeal lies in its natural surroundings, local character and pace of life.

QUALIFYING CLIENTS FOR LORETO GETAWAYS

Ordonez sees two main traveller profiles: adventure seekers and those looking to slow down.

The first group can fill their days with sport fishing, hiking, snorkelling, kayaking and diving. The second can simply enjoy the weather, food and rhythm of a small community.

“The community is small. If you enjoy reading a good book in great weather and savouring authentic Mexican food, you can do that too,” he said. Loreto has also seen an increase in families with children, and boaters who head to the nearby islands for a few days.

Food is another part of the experience, with an emphasis on fresh, locally sourced ingredients.

“It’s pretty unique, from farm-to-table or sea-to-table, where everything is freshly cooked for you,” said Ordonez.

Ceviche, fish tacos and lobster showcase seafood caught by local fishers. At the same time, the destination’s Mexican flavours and culinary traditions offer another way for visitors to connect with the community.

Asked why Canadian travel advisors should consider Loreto for clients this winter, Ordonez pointed not only to the outdoors and warm weather, but to the everyday experiences that give it a sense of place: learning to make flour tortillas, visiting a ranch, listening to live music in the town square and watching local children bike and play.

“It’s letting you feel like you’re part of the community,” he said.

“We’re happy to be talking to Canadians, telling our story while we build long-lasting relationships. Canadians are always welcome, and we’re great neighbours. We like you, and you like us, so let’s keep it that way.”

For more information on Loreto and Baja California, see VisitBajaSur.travel/en. Travel advisors can also access the Baja California Sur Specialist Program.

Lead image caption: Jerry Grymek, LMA Communications (left) and Jesus Ordonez, Director, Baja California Sur Tourism Board (right)