Baja California Sur is writing a new chapter in the state’s development. Through the Embrace it
program, it takes a firm step toward a more sustainable, fair and transparent model, where every
international visitor contributes directly to the care, evolution and transformation of its tourism
destinations.
Following a strategic meeting held on 15 August, institutional commitment to operate this program
with a single voice was reaffirmed. Taking part were Bertha Montaño Cota, Secretary of Finance and
Administration; Rosa Maribel Collins Sánchez, Secretary of Tourism and Economy; Claudia Angulo Castro,
Director General of Revenue; Fernando Ojeda Aguilar, Deputy Secretary of Tourism; Jesús Ernesto Ordóñez
Bastidas, Director General of the State Tourism Trust; Rodrigo Esponda Cascajares, Director General of
the Los Cabos Tourism Trust; Luz María Zepeda Esquerra, Director General of the La Paz Tourism Trust;
Víctor Manuel López López, President of the Business Coordinating Council in La Paz; and Tourist Tax
México (TTMx).
That is our message today: government, private sector and civil society working together toward a
single goal, with a clear, aligned and constructive narrative.
This tourism contribution applies to every international visitor staying more than 24 hours in the
state, with the exception of children aged 12 and under, and is legally supported by Article 129 Bis of
the State Revenue Law. Payment must be made online through the official sites:
embrace.bcs.gob.mx and
travelkore.com.
Thousands of travelers are already complying — quickly, securely and without friction. Baja
California Sur is leading that transformation.
The funds collected will finance infrastructure, environmental protection and social development
projects through a public trust. Technology such as the Travelkore platform guarantees efficiency,
traceability and a seamless traveler experience.
An agreement was also reached to collect at origin, at the moment of booking, strengthening
communication channels with airlines, agencies and tour operators. This step is essential to guarantee
clarity, efficiency and legitimacy throughout the process.
At TTMx we take on the responsibility of coordinating the communication strategy, always in direct
collaboration with the State Government, because we believe transparency, consensus and coordinated
action are the best tools to consolidate successful public policy.
Embrace it is more than a tourism contribution. It is an invitation: to care for what we enjoy, to
leave a positive mark, to promote responsible and inclusive tourism — and to work, as we did yesterday,
as one team, with one voice.
