3 Reasons Why La Paz Just Set An All-Time Tourism Record With Over 1 Million Passengers

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While Los Cabos usually hogs the headlines, its quieter, more authentic neighbor to the north just pulled off a statistical miracle.

According to new data from the Pacific Airport Group (GAP), La Paz (LAP) didn’t just grow in 2025—it exploded. The airport shattered its all-time record with over 1.3 million total passengers. But the real shocker for American travelers is the international traffic: a staggering 166.5% increase in international arrivals compared to the previous year.

For years, La Paz was the “drive-to” destination you visited after landing in Cabo. That era is officially over.

Here are the three driving forces behind La Paz’s unprecedented boom—and why American travelers are suddenly flocking to the Sea of Cortez.

1. The “Alaska Effect”: New Direct Connectivity

The single biggest driver of this 166% international jump is simple: You no longer have to endure the 2.5-hour drive from San Jose del Cabo.

In late 2024, Alaska Airlines launched a historic new route from Los Angeles (LAX) to La Paz (LAP). This was a game-changer. For the first time in over a decade, major U.S. carriers began treating La Paz as a standalone destination rather than a side trip.

• The Shift: Previously, La Paz relied almost entirely on domestic flights from Tijuana, Guadalajara, or Mexico City. The new Alaska route opened a direct pipeline for Californians and West Coast travelers, who can now land minutes from the Malecon instead of hours away.
• The Impact: This direct access correlates perfectly with the 37,600+ international passengers recorded in 2025. American travelers value convenience above almost anything else, and cutting out the “Cabo Drive” turned La Paz from a “maybe” into a “must-go.”

2. The “Luxury Pivot”: It’s Not Just Hostels Anymore

For decades, La Paz was the capital of eco-tourism and backpackers. In 2025, it officially entered the luxury conversation.

A wave of high-end hotel openings has given the “comfort-first” American traveler a reason to stay.

• Hotel Indigo La Paz Puerta Cortés: This property opened its doors recently, offering a “lifestyle luxury” experience right on the Sea of Cortez, blending the brand’s boutique vibe with resort-level amenities like a beach club and infinity pools.
• Perla La Paz (Tapestry Collection by Hilton): The historic Hotel Perla, a landmark of downtown, underwent a massive renovation and reopened under the Hilton umbrella. This gave brand-loyal Americans a familiar, upscale option right in the Golden Zone of the boardwalk.
• Chablé Sea of Cortez: The buzz surrounding ultra-luxury developments like Chablé (slated for the area) has signaled to the elite traveler that La Paz is ready for the $1,000+ per night demographic.

This infrastructure boom means travelers can now swim with whale sharks by day and return to 5-star thread counts by night—a combination that was previously harder to find in La Paz.

3. The “Anti-Cabo” Factor

While Los Cabos remains a tourism juggernaut, a growing segment of travelers is suffering from “Cabo Fatigue”—tired of $20 cocktails, crowded beaches, and a highly Americanized atmosphere.

La Paz offers the perfect antidote:

• Authenticity: It remains a working Mexican city first and a tourist destination second. The prices for food and experiences are significantly lower than in the tourist corridors of Cabo San Lucas.
• Nature-First Tourism: The viral popularity of Playa Balandra (often called Mexico’s most beautiful beach) and the ethical whale shark tours in the Bay of La Paz have dominated social media feeds. American travelers are increasingly prioritizing “experiences” over “nightlife,” and La Paz wins that battle easily.

The Bottom Line: The record-breaking 1.3 million arrivals in 2025 aren’t a fluke. They are the result of better flights, better hotels, and a shift in what American travelers actually want: convenience, luxury, and a slice of real Mexico.

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