About What's In Cabo

    The people behind Cabo's smartest travel platform.

    Three founders, one obsession: that every recommendation you read here is real, verified and worth your vacation time — backed by technology built specifically for Los Cabos.

    ✓ Based in Los Cabos ✓ Every venue verified in person or with official sources ✓ Technology built in-house

    Why we built this

    Los Cabos deserves better than copy-pasted "top 10" lists written from a desk thousands of miles away. Between the three of us we had spent decades marketing this destination, building its technology and designing its experiences — and we kept watching travelers plan their trip from information that was outdated, generic or simply wrong.

    Jonathan started What's In Cabo and invited Iván to build it with him; together they brought in Israel to complete the hospitality side. So we built the platform we wished existed: a guide where every listing is verified, every photo belongs to the actual venue, and the technology underneath — from our verification pipeline to the Cabo Passport — is engineered by the same team that lives here, eats here and answers for every recommendation.

    The Founders

    Marketing. Art & technology. Hospitality.

    Three complementary careers, all of them rooted in Los Cabos.

    Jonathan Argumedo, co-founder of What's In Cabo
    01

    Jonathan Argumedo

    Founder · Tourism Marketing & Technology

    For more than 13 years Jonathan has helped tourism businesses grow — hotels, restaurants, tour operators, transportation companies and concierge services — through Cabo Marketing, his agency specialized in the travel industry.

    That front-row seat to how travelers actually behave became the blueprint for something bigger: a travel-technology platform built in-house that powers modern booking, distribution and guest experiences — the engine behind Cabo Passport and What's In Cabo itself, connecting hotels, concierges, local businesses and visitors in one ecosystem.

    Tourism marketingDigital productsAutomation & AI Founder · Cabo Marketing
    Iván Guaderrama, co-founder of What's In Cabo
    02

    Iván Guaderrama

    Co-founder · Tourism Technology, AI & Interactive Experiences

    Iván sits at the intersection of tourism, technology and artificial intelligence: for 18 years he has built interactive experiences — powered by AI, augmented reality and design — that respond to the touch, sound and movement of the traveler in front of them.

    Working with the Los Cabos Tourism Board, he has created interactive installations that promote the destination at the world's leading tourism events — putting Los Cabos in front of the industry's biggest audiences through technology no other destination was showing.

    That same expertise runs his creative-technology studio, whose work has been trusted by Montblanc, NASA, Coca-Cola, BMW, Hilton, Waldorf Astoria, One&Only Palmilla and Nobu — and powers his gallery in San José del Cabo, ranked by TripAdvisor as the #1 attraction in Los Cabos for nine consecutive years (2016–2025) and among the top 10% of attractions worldwide. He also serves as Marketing Director of the San José del Cabo Art District, the gallery quarter behind the Thursday Art Walk. Alongside his wife Imelda, he works to position Los Cabos not just as a destination — but as a cultural hub.

    Los Cabos Tourism BoardAI & interactive tech World tourism events#1 Los Cabos attraction · 9 yrs
    Israel Calderón, co-founder of What's In Cabo
    03

    Israel Calderón

    Co-founder · Hospitality Strategy & Sales

    With 15+ years in high-end tourism, Israel is a reference in sales strategy and brand positioning for hospitality businesses competing in demanding markets — transforming venues into brands that guests remember and return to.

    He has led teams and strategies that delivered measurable growth in sales, profitability and guest loyalty, and has produced high-profile weddings, congresses and bespoke festivals. At the helm of The Ultimate Experience, he blends innovation, creativity and technology into experiences that leave a lasting mark.

    "It's not just about financial results — it's about creating exceptional experiences that captivate and transform."

    Luxury hospitalitySales & positioning High-profile eventsThe Ultimate Experience
    Proof, not promises

    A platform this obsessive doesn't happen by accident.

    257
    venues verified & published — every photo checked against the real place
    12k+
    travelers read our guides while planning their Cabo trip
    9
    consecutive years a founder's gallery has been Los Cabos' #1 attraction
    45+
    combined years in tourism marketing, technology & hospitality
    Technology & Marketing

    Built in-house, for this destination only.

    What's In Cabo isn't a template with our logo on it. It's a stack we engineered ourselves — because a destination like Los Cabos deserves tools built for how it actually works.

    🔍
    Verification pipeline Every listing passes automated + human checks: official sources for every claim, photos that belong to the real venue, menus and prices kept current.
    🎫
    Cabo Passport A digital travel pass that turns readers into members — welcome perks, priority tables and member rates at partner venues across Los Cabos.
    📊
    Data-driven guides Our editorial runs on search data, traveler behavior and on-the-ground checks — so guides answer what visitors actually ask.
    🤝
    Partner ecosystem Hotels, concierges and local businesses connect to travelers through one platform — measurable, modern and made in Cabo.

    Our founders' work has been trusted by

    MontblancNASACoca-ColaBMWHiltonNobuWaldorf AstoriaOne&Only PalmillaPGA TOURVidantaPueblo BonitoThe CapeEmpire State BuildingClase Azul México

    Hospitality & dining groups our founders have worked with

    MeliáVelas ResortsThe Villa GroupRosaNegraEl Squid RoeSolaz

    Now that you know us — let us show you Cabo.

    Start with the venues we've verified, or unlock member perks across the destination.

    Explore Los Cabos Get the Cabo Passport