Baja California Sur is undergoing a tourism transition. Shedding its former image as a spring break student getaway, cities across the state are repositioning their tourism product to focus on more upscale and luxury travel.
La Paz is the latest entry into this strategy, announcing that two new luxury resort properties are planned for the town this year and next.
Chablé Sea of Cortez
Next year will bring the uniquely designed Chablé Sea of Cortez resort to La Paz luxury visitors.
Designed as what appears to be a series of luxury pods, it will seamlessly blend luxury hospitality with the natural desert environment of Baja California Sur.
The entire property in La Paz will spread out over nearly 700,000 square feet of desert and host 50 suites. Each one of the suites will boast its own garden, terrace space, and plunge pool.
Amenities at the resort property will include a large spa facility, a deluxe event space, a private beach with an ocean-front pool, and three different restaurants for guests.
This resort property was announced back in 2019 and was scheduled to open to guests in 2021. It also was impacted by the pandemic.
Chablé currently operates the Chablé Yucatán and Chablé Maroma resorts on the Gulf of Mexico side of the country.
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One resort property coming soon to La Paz is Perla from the Hamak Hotels group.
It is their first entry to the La Paz area, with current resorts operating in locations such as Cuernavaca, Tepoztlán, Playa Mujeres, and even Mexico City. They also have three resorts open in Cartagena, Colombia.
According to their website, Perla was slated to open in 2022. However, like everything else in hospitality, it has been delayed due to the COVID-19 pandemic.
The boutique resort hotel will feature 90 luxury rooms, two master suites, and two family suites, along with a pool, bar, terrace, fully equipped gym, and two restaurants.
For those not staying at the hotel, it will offer tourists a unique element – passes to enjoy the upscale amenities. Whether they are memberships or simply day-use passes is yet to be determined.
Hamak Hotels has received some of the top luxury resort hospitality recognitions in the world from world-famous luxury travel publications such as the Condé Nast Traveler and Travel & Leisure best resorts lists.
It is the first of many resorts that Hamak Hotels has planned for the Baja California Sur region.
Let’s Get Ready to Rumble
While La Paz will not be able to compete directly with Los Cabos as a premier travel destination, it is setting up quite the battle between the two tourism agencies to attract the higher-end upscale traveler.
Los Cabos shifted its marketing focus away from the spring break college students to focus more on the luxury visitor segment in the last year or so. The luxury traveler comes to Baja California Sur to spend a longer vacation, enjoy higher-end amenities and spend more money on outdoor activities.
Los Cabos has the benefit of fine dining, high-end spas, championship golf courses, and brand-name tourist destination recognition that La Paz has not acquired yet.
However, La Paz is ramping up its high-end amenities as well to be a different complement to the higher-end services offered at Los Cabos.
At the minimum, La Paz will capture a different audience than Los Cabos and may even focus on more attraction of domestic travelers, leaving most international visitors to Los Cabos.
According to the numbers from the La Paz tourism agency, it will increase the luxury hotel room count in La Paz by more than 250 hotel rooms. This will bring the entire room count in La Paz to just about 2,500 rooms.
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