PHOTO: © LOS CABOS TOURISM BOARD
THE BASICS
Name: Rodrigo Esponda
Title: Managing director
Company, city: Los Cabos Tourism Board; Los Cabos, Mexico
As a child, what did you want to be when you grew up?
I wanted to follow in my father’s footsteps and become an architect. I studied architecture and worked in the field before transitioning into tourism and destination management.
Fun fact about yourself: I love scuba diving with sharks and learning about them in their natural habitat.
If you could go anywhere in the world tomorrow, where would you go and why?
I recently visited the Socorro Islands, a UNESCO World Heritage site about 250 miles off Cabo San Lucas. The trip involves staying on the boat and diving all day. It was an unforgettable experience, and I would return in a heartbeat.
A LITTLE BIT MORE
What two nonessential items would you want if you were on a deserted island?
I enjoy painting watercolors, so I’d take my paints and paper, plus my Kindle for reading.
What person or experience most influenced your choice of career?
My father had a big influence on me. He passed away when I was young, but his guidance stayed with me. He kept a sign on his desk titled “10 Rules for Life” that served as his motto. I still have it and read it often.
What is your favorite song, and/or who is your favorite musician/band?
Nirvana — the album Nevermind and its music connected with me deeply when I was younger.
If you had a time machine, would you travel to the future or back to the past? Why?
I would travel to the future. The past is fixed, and many people spend too much time looking back. I prefer moving forward and seeing what comes next.
THE BUSINESS
How would you describe your leadership style?
I focus on developing people without micromanaging. Providing clear strategy and support lets team members grow and innovate. I encourage creative thinking and empower people to take initiative.
What predictions do you have for the travel industry over the next year?
Travel continues to grow as people seek experiences that add value and enrich their lives. Demand for meaningful, immersive travel will keep rising.
What is your or your team’s proudest professional achievement?
We have built an exceptional collaboration between the private and public sectors in Los Cabos. This partnership is rare in Mexico and has allowed us to protect and promote the destination internationally. By uniting the industry, we overcame challenges, fueled growth and expanded into new markets.
What project are you currently working on?
We recently launched a new digital ecosystem that is transforming our destination management. I conceived the idea more than six years ago. Early on, many doubted that so many partners would participate, but in January 2025 we launched with more than 1,200 local businesses—from taco stands and hotels to tour operators—actively maintaining their profiles. This project digitizes the destination and connects travelers with up-to-date, reliable information.
AS A TRAVELER
What’s the greatest lesson you’ve learned about customer service?
There is still room for improvement across the entire service chain. Small gestures matter, and technology should better integrate with human service to create consistently positive experiences.
What’s the first vacation you can remember taking?
A beach trip to the Pacific with my mother and sisters. We used the wrong sunscreen, got badly sunburned, and my family tried home remedies like tomatoes to soothe the burns—an unforgettable childhood memory.
What are your travel pet peeves?
Lack of awareness of other people’s time and space. For example, when passengers take too long in the aisle to settle on a plane and block others, it creates unnecessary delays and frustration.
Share your favorite travel experience: My recent diving trip to the Socorro Islands stands out. Diving up to four times a day and witnessing the incredible marine biodiversity was extraordinary.