The New “Embrace It” Tax: Why It Matters for Preserving Baja California Sur
At Baja Adventures, we are excited to share important news about the new "Embrace It" tax recently launched in Baja California Sur, a vital step toward protecting and preserving the extraordinary natural treasure that is the Baja Peninsula.
The Embrace It tax is a mandatory tourism fee for all international visitors staying in Baja California Sur for more than 24 hours. Priced at 470 Mexican pesos (approximately $25 USD), this tax must be prepaid online, and travelers receive a QR code to present upon arrival and departure. The tax applies to visitors arriving by air, land, or sea at major points such as Los Cabos, Cabo San Lucas, La Paz, and Loreto airports.
Loreto coast sunset in Baja California Sur, photo by Leopoldo Sanmiguel, Baja Adventures.
This initiative was established under Article 129 Bis of the Baja California Sur State Treasury Law and aims to generate critical funding for sustainable development projects throughout the state. The primary uses of the funds collected through Embrace It include:
Environmental protection, such as conserving fragile marine ecosystems, coral reefs, cenotes, and natural parks
Infrastructure improvements to support responsible tourism and reduce environmental impact
Social and cultural projects that assist local communities, promote heritage preservation, education, public safety, and wellbeing
Supporting the overall growth and resilience of the local communities that depend heavily on tourism for their livelihoods.
Loreto Sierra de La Giganta in Baja California Sur, photo by Regina Domingo, Baja Adventures.
Behind the scenes, the implementation of the Embrace It tax relies on the collaboration between two key partners: Travelkore and Tourist Tax México (TTMx). Travelkore, a Toronto-based global technology platform, provides the official online payment system where travelers prepay the tax and receive their QR code for entry and exit verification. TTMx, appointed by the Baja California Sur government, manages the operational collection and coordination of the tax. Together, they ensure the payment process is secure, efficient, and transparent for all visitors, supporting the state’s goals for sustainable and responsible tourism.
At Baja Adventures, we proudly collaborate with this initiative as a regenerative tourism operator. We believe that tourism not only offers incredible experiences but also carries the responsibility to protect this gem of a peninsula—its unique ecosystems, diverse species, and vibrant communities—so they can be enjoyed by future generations of humans, animals, and plants. The Embrace It tax is a tangible way for visitors to give back directly to the preservation and betterment of Baja California Sur.
Blue whale in Loreto, in Baja California Sur, photo by Regina Domingo, Baja Adventures.
By embracing this contribution, we all support the delicate balance between welcoming travelers and conserving the environment and culture that make Baja California Sur so special. It's a shared commitment to sustainability that ensures the peninsula remains a vibrant and thriving destination for generations to come.
If we want to continue enjoying this breathtaking peninsula, we all need to embrace it—with respect, care, and responsibility. The Embrace It tax is more than a fee—it's an investment in the future of Baja California Sur’s natural beauty and the wellbeing of its communities.
Baja Adventures boat in Loreto on a marine adventure surrounded by dolphins
Join us at Baja Adventures in supporting this important initiative by paying the Embrace It tax on your next trip. Together, with Travelkore, Tourist Tax México, local communities, and visitors like you, we can protect and regenerate this remarkable place, honoring it as stewards of the land, sea, and culture for all who come after us.
Welcome to Baja California Sur—let’s Embrace It responsibly!
If you plan your visit soon, remember to complete the Embrace It tax payment online through the Travelkore platform and carry your QR code for a smooth entry. Your contribution makes a real difference.
Thank you for being part of this vital journey toward sustainable tourism in Baja California Sur.