Baja Sur Unveils Tourist Tax to Fund State Projects

The government of Baja California Sur (BCS) is implementing a mandatory tourism tax called EMBRACE IT, effective June 30, 2025. The tax applies to all foreign visitors staying in the state for more than 24 hours. Tourism authorities expect the program to generate up to MX$256 million (US$13.75 million) in 2025. The revenue will be allocated for infrastructure improvements, conservation initiatives, social and cultural programming, public safety, and tourism services across the state.

Under state Finance Law, the tax will be set at MX$470 (US$25) per person per stay. Payment must be made online through the official EMBRACE IT platform before travel. Visitors receive a receipt with a QR code as proof of payment, which is required at entry and exit checkpoints. The state has contracted Tourist Tax México (TTMX) to manage collections, using Travelkore’s SaaS platform—the same technology employed by the state of Quintana Roo for its tourist fee system.

Following the official launch on July 1, 2025, BCS Ministry of Finance and Administration Minister Bertha Montaño Cota emphasized the program’s dual role in enhancing tourism quality and funding environmental protection, community development, and infrastructure projects. The minister added that the tax would help “provide an unforgettable tourism experience while protecting our ecosystems and supporting the well-being of local communities.”

Despite the official rollout, representatives of Los Cabos tourism have questioned the tax’s enforcement status. Siren Communications, representing Los Cabos in Canada, and the Los Cabos Hotel Association both indicated that no regulatory framework or system has yet been formalized. They reported that current operations remain unchanged and visitors face no new requirements.

Hugo Chapoy, Chief Commercial & Marketing Officer, Tourist Tax México, clarified that regulatory oversight belongs to the state and its Ministry of Finance—not tourism promotional agencies. He added that coordination is underway to resolve communication discrepancies regarding the rollout.