The Mexico destination of Los Cabos has been a well-kept secret for a long time, but with a new name for its tourism board, a new slogan, two recently hosted press trips and a marketing budget now exceeding $12 million, this Mexico hotspot is bound to be heard.

In recent weeks, The Los Cabos Tourism Convention & Visitors Bureau changed its name from the Los Cabos Tourism Board, launched a brand new website and started pushing its new slogan “Leave It All Behind.” This is all part of a campaign to get the destination on the radar of more travel agents and consumers. While the city isn’t looking for an overabundance of arrivals, it is hoping to attract a moderate amount of big spenders. This could keep tourist numbers fairly moderate while helping tourism income bust through the roof. Recent attempts to draw the affluent traveler have even included publicizing celebrities who’ve relaxed there.

Full story: travelagentcentral.com