RUTA 1 is a DESTINY by itself. It is not just a tourism route, but a destination brand that, as an umbrella brand, brings together all the destinations in Baja California Sur, and invites tourists to discover Baja in its entirety, to explore Baja California Sur using RUTA 1 as the main route.
To speak of a Umbrella Destination, is to speak of a set of activities, services and destinations that present a unified proposal for an area or region. A Umbrella Destination is an opportunity for small destinations, with limited budget to have greater exposure.
RUTA 1 represents and groups the essential characteristics of each Baja destination, thus generating a unique destination brand in the world.