For U.S. travelers seeking a beach escape that feels far from the crowd, yet is just a direct flight away, Loreto remains one of Mexico’s most underrated destinations. Sandwiched between the Sierra de la Giganta mountains and the Sea of Cortes, the small fishing village of Loreto is the gateway to a Unesco-protected marine park and enough natural beauty to rival better-known Baja hot spots without the associated buzz.

Despite seasonal direct airlift from U.S. cities including Los Angeles, San Francisco, Phoenix and Dallas, Loreto has managed to fly under the radar. The destination has cultivated a loyal base of repeat visitors drawn to the nature, small-town vibes and low-key energy. But a new wave of upscale development, headlined by the forthcoming Mailena, a luxury wellness retreat slated to open in late summer 2026, is poised to put a new stamp on Loreto.

The 96-room beachfront Mailena will offer personalized health and longevity programming. Photo Credit: Mailena

A first in wellness for Loreto

Mailena will be the first wellness-focused and adults-only resort in Loreto. The 96-room beachfront property, part of the 741-acre master-planned Danzante Bay development, will offer personalized health and longevity programming, a cenote-inspired wellness center, holistic dining and biohacking therapies.

It’s a shift for a destination that, until recently, has been best known for its rustic fishing culture, peaceful beaches and unhurried pace. When I visited in 2022, I stayed at Villa del Palmar at the Islands of Loreto, the flagship resort of Danzante Bay. Even then, it was clear that while the infrastructure existed for a luxury experience (TPC Danzante Bay, the Rees Jones-designed golf course, is a draw in its own right), the overall feel of Loreto was still refreshingly unpolished. Locals outnumbered tourists. The malecon was quiet. The islands just offshore, part of Loreto Bay National Marine Park, could be explored without many other boats in sight.

That sense of seclusion remains a key part of Loreto’s appeal. Mailena’s design by Mexico-based architecture firm Broissin leans heavily into sustainability and sensory immersion. The resort will feature three distinct zones, including a lobby centered around a living olive tree; a signature restaurant overlooking the Sea of Cortes; and a wellness complex with facilities such as sensory deprivation tanks, snow rooms, steam and sauna areas and shiatsu treatments in a warm-water pool.

Loreto is tucked between the Sierra de la Giganta mountains and the Sea of Cortes. Photo Credit: Mailena

Travel infrastructure in place

What makes Loreto stand out in the luxury travel space is that these enhancements are arriving slowly, rather than through a flood of mass-market tourism. Mailena joins an existing inventory of understated but high-quality accommodations. Villa del Palmar continues to serve families and couples with a full-service experience and access to the TPC course. Private home ownership and luxury condominiums at Danzante Bay further signal that Loreto is becoming a second-home market for discerning travelers who value privacy and nature over nightlife.

Importantly for travel advisors, Loreto’s infrastructure, while modest, is reliable. The Loreto Airport makes the town the only Pueblo Magico with direct international air access, making it relatively easy to book direct flights from key U.S. markets. On the ground, tour operators offer excursions from whale-watching and sport fishing to island hoping, hiking and cultural tours of Loreto’s 17th century mission.

For clients seeking an alternative to (or an extension of) Cabo, Loreto remains an attractive option. New developments like Mailena will add appeal, but the region’s protected status and limited flight volume (for now) mean that mass tourism will be kept at bay.