Tourism Tax Confusion: Baja California Sur Rolls Out New Fee, Los Cabos Says “Nothing’s Changed”

The Baja California Sur mandatory tourism tax is now being enforced, according to a press release from Travelkore Inc. and the Government of Baja California Sur. Industry reps from Los Cabos, however, say the “mandatory” fee isn’t being enforced.

Introduced in 2022 as an optional contribution to support sustainability, the tourism tax applies to any international visitors who stay in the region for more than 24 hours. Last year, Baja California Sur announced the fee would become mandatory.

The recent press release, originally dated June 30, stated that the Government of the State of Baja California Sur will officially implement the EMBRACE IT fee, starting June 30, 2025. The version of the press release on the EMBRACE IT website is back-dated to April 7, 2025.  

Visitors are required to pay the fee before travel via the EMBRACE IT platform. After payment is made, users will receive a receipt with a QR code to use as proof of payment. Travelers will be required to show proof of payment at the state’s various entry and exit points.

The fee is now $470 Mexican pesos (approximately $27.75 USD). The EMBRACE IT platform is handled by Travelkore, the same platform used for the Quintana Roo tourist tax. 

“Our commitment is to provide an unforgettable tourism experience while protecting our ecosystems and supporting the well-being of local communities. EMBRACE IT is a key tool to achieve this,” said Bertha Montaño Cota, Minister of Finance and Administration, in a statement.

Los Cabos Statements Spark Confusion About the New Tax

According to a statement by Siren Communications to Travel Market Report Canada, which represents Los Cabos in Canada, “no regulatory framework or operational system has been formalized. As of today, all operations in the destination remain as usual. There are no changes for travellers.”

Additionally, the Los Cabos Hotel Association said there was no change for visitors. The association issued the a statement to stakeholders clarifying that the EMBRACE IT mandatory fee was not being enforced:

“As of today, no regulatory framework or operational system has been formalized for the implementation of the program. Therefore, all tourism operations in the destination remain as usual, and there are no changes for travellers visiting Los Cabos.”

Hugo Chapoy, chief commercial &marketing officer at Tourist Tax México, responded to the TMR Canada coverage with the following statement:

“Thank you for raising this important point. We fully understand the concern, and we’re actively addressing it. Just to clarify: the legal and regulatory authority over the EMBRACE IT program lies with the State Government of Baja California Sur and its Ministry of Finance, not with tourism promotion agencies.”