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When you picture Cabo, what comes to mind?

For most event attendees, it’s water, sun, and a margarita in hand. And while that paints a dreamy picture, it’s also created a bit of a misconception in the event planning world: that Cabo is only for incentive travel.

But that perspective is shifting.

We sat down with Ricardo Garcia, Associate Director of Sales at the JW Marriott Los Cabos Beach Resort & Spa, to talk about why Cabo is becoming a smart choice for corporate conferences and leadership meetings. 

In this article, Ricardo chats with us about Cabo’s evolution as a destination for business (and a little fun, too).

hotel ballroom at the JW Marriott Cabo San Lucas

Cabo means business (now more than ever before).

“You’re not wrong if you think Cabo has traditionally been a place for incentive trips,” Ricardo said. “But that’s exactly what makes it interesting. More and more business leaders are looking to break out of the traditional boardroom setting.”

Cabo brings a blend of professional infrastructure and calming, natural ambiance, and, most importantly, it's highly accessible.

“There are over 300 direct flights from the U.S. to Cabo,” Ricardo explained. “So even if your team is spread out across the country, getting everyone here is easy. Once they land, they’re about 35 minutes away from the resort, and the experience begins.”

corporate meeting room for conferences

Cabo’s growing MICE industry.

One of the most common misconceptions Ricardo hears is that Cabo isn’t equipped for conferences and business-focused gatherings. But that’s outdated thinking.

“Cabo has invested heavily in growing its infrastructure for the meetings industry. From new convention centers to hotel ballrooms and tech-ready venues, the growth is real,” he said. “The Los Cabos Tourism Board and major resorts are working together to make the destination work for corporate groups—whether that’s a 20-person executive retreat or a 500-person conference.”

Cabo was recently ranked in the Top 3 Meeting Destinations in the Americas and the Caribbean by Cvent. “That recognition is huge for us,” Ricardo added. “It proves we’re not just a pretty destination—we’re a functional one.”

outdoor corporate event networking in cabo

The JW Marriott experience: Designed for corporate.

When it comes to hosting corporate groups, the JW Marriott Los Cabos stands out for more than just its ocean views.

“We have 38,000 square feet of meeting space—both indoor and outdoor—with options for breakout sessions that include natural light,” Ricardo said. “We even have boutique spaces perfect for smaller executive programs.”

But the real differentiator? Customization.

“Our team works hand-in-hand with planners to build tailored agendas that go beyond a four-hour meeting. We incorporate wellness, immersive outdoor activities, and standout culinary experiences. We understand that the modern corporate group wants more than a standard ballroom.”

From oceanfront yoga to local cultural experiences and curated tasting menus, every element is crafted to match the tone and intention of the event. And that intentionality extends to how the property was designed in the first place.

“Our meeting spaces aren’t an afterthought. They’re hybrid-ready, professionally equipped, and still connected to the natural environment. And we’re located in a gated community, which gives guests—especially those visiting Cabo for the first time—a sense of safety and comfort.”

Related: Go behind the scenes of a Cabo site visit we planned for a client. See how to design conference site visits for the attendee experience. 

hotel room at the JW Marriott Cabo

Who’s traveling to Cabo for business?

The answer might surprise you. The JW Marriott has hosted everyone from Fortune 500 companies to rising tech startups, financial institutions, and even pharmaceutical and lifestyle brands.

“We’ve seen a notable increase in leadership retreats, wellness summits, and product launch gatherings,” Ricardo said. “One group coming soon is actually a spa brand—they felt the serenity of the property matched perfectly with the message they’re trying to share.”

Cabo’s vibe lends itself to more intentional conversations and creative thinking. The feedback from attendees consistently reflects that.

pool overlooking the beach in cabo

Attendee reactions: “I had no idea it would be this elevated.”

According to Ricardo, the most common feedback after a conference at the JW Marriott is simple: surprise.

“People come in expecting a nice hotel with a pretty view. But they leave talking about the quality of the food, the attention to detail, and how easy it was to brainstorm and connect in this environment,” he said.

“It’s tranquility. That changes how people engage. The scenery encourages deeper conversations and broadens your perspective. People feel taken care of, and that’s something they remember.”

Related: Explore the key steps (and local insights) to build a standout event in Cabo San Lucas. 

event attendee room at the JW Marriott Cabo san lucas

Event planning tips: Cabo vs. the typical city-center venue.

Planning a corporate event in Cabo requires a different approach, but in a good way.

“You have to think beyond the ballroom,” Ricardo explained. “Build in time for wellness. Use the natural setting as a backdrop. Host a morning yoga session, organize a sailboat activity, or end the day with dinner under the stars.”

And collaboration is key.

“Work with your hotel, event planning team, and local DMCs,” he recommended. “They know the ins and outs of logistics, timing, and cultural nuances. If you want to reduce the stress of planning, lean on those partnerships. We’re here to make your job easier.”

hotel room overlooking the water in Cabo

The two faces of Cabo: Know your event’s vibe.

Something not all planners know: Cabo has two very different personalities.

  • San José del Cabo is calm, quiet, and sophisticated. “This is where you go for a relaxed, upscale experience. Most things wind down by midnight, which makes it perfect for corporate groups focused on productivity and restoration,” Ricardo shared.

  • Cabo San Lucas is the more energetic side, known for its nightlife and spring-break feel. Great for groups looking to mix in some high-energy experiences, but it’s a different vibe entirely.

Knowing which side fits your audience can shape everything from hotel choice to evening activities.

Related: Want to go deeper on planning in Cabo? See how a well-balanced trip blends work and reward with this sample incentive travel program itinerary: Cabo San Lucas

cabo conference and event venue

Conclusion: Cabo isn’t a distraction—it’s a catalyst.

For any company still unsure if Cabo is the right fit for a business event, Ricardo’s message is simple:

“If your goal is to bring your people together to connect, collaborate, and return reenergized, Cabo supports that. More than that, it amplifies it,” he said.

“It’s about the feeling. Your attendees will go home feeling valued, inspired, and proud to be part of a company that invests in meaningful experiences.”

plan your best event with GoGather

Start planning your next Cabo event.

Want to plan your next leadership retreat, summit, or company conference in Cabo? We’re here to help make it happen. Schedule a time to meet with our project planning team to discuss your event goals. 

Madison Shepherd
Post by Madison Shepherd
Jul 24, 2025 11:35:39 AM
Madison Shepherd is a Marketing Specialist at GoGather. When she's not writing blogs or sending out social media posts, she enjoys hiking, traveling, or reading at one of the many beautiful beaches in San Diego.