Sunrider Tours

What Sunrider Tours does

Sunrider Tours, operating legally as Pacifico Tours S.A. de C.V., is a direct-to-consumer boat tour operator headquartered in Cabo San Lucas, Baja California Sur, Mexico. Founded around 1996 and operating in the region for over 30 years, the company runs a fleet of eight vessels — including the 100-foot SunRider 100 catamaran with 250-passenger capacity, the Sail Rider catamaran with integrated solar panels, and the 100-foot Adventure liveaboard dive vessel. All boats are built using proprietary vacuum infusion manufacturing technology designed to prevent resin and fiberglass fume pollution, and several vessels are wheelchair-accessible.

The company generates revenue across four primary streams: day tours and excursions (bay trips, snorkeling, scuba diving, whale watching, sunset cruises) priced at $50–$236 USD per person; multi-day liveaboard diving expeditions to the Sea of Cortez (5-day, $2,000–$2,600 USD) and Socorro Island (9-day, $3,300–$4,675 USD) priced by cabin tier; private charters ($900 USD flat rate for groups of 6+); and custom private events including weddings and corporate functions for up to 250 guests. The company holds the Mexican Federal Tourism Secretariat's Inclusive Tourism Seal and partners with Todo Accesible for accessibility services. Distribution is direct-to-consumer via website, phone, WhatsApp, and email, with TripAdvisor reviews serving as a key discovery channel.

Target customer segments include domestic and international tourists, certified scuba divers seeking remote dive sites, wedding and event planners, and corporate groups. Go-to-market is built on direct booking, organic social media (Instagram, Facebook, TikTok, YouTube), email newsletters, and TripAdvisor reputation management, with no third-party reseller relationships identified. Operations span two geographies: Los Cabos (Cabo San Lucas marina) and La Paz, with a dedicated SunRider Scuba sub-brand serving the certified-diver segment.

Name

Sunrider Tours

Legal name

Pacifico Tours S.A. de C.V.

Website

https://sunridertours.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

1–10 employees

Short description

Sunrider Tours operates eco-friendly boat tours in Baja California Sur, Mexico, serving tourists and certified divers through day excursions, scuba diving, whale watching, multi-day liveaboard expeditions, weddings, and corporate events across Los Cabos and La Paz.

Ownership category

akta.pro rank

Product category

Marine Tourism Services

NAICS

Scenic and Sightseeing Transportation, Water (48721), Tour Operators (561520), Deep Sea Passenger Transportation (483112)

SIC

Water Transportation (4400), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Sightseeing & Scenic Boat Tours (Harbor, Sunset, Dolphin/Whale Watching) (THAJAJAA)

akta.pro secondary industries

Snorkeling Tours & Reef Experiences (THAJAJAE), Marine Wildlife & Birding Cruises (dolphins, seals, seabirds) (THAAAIAD), Sailing, Catamaran & Day-Cruise Excursions (nature-focused) (THAAAIAG), Luxury Yacht & Small-Ship Expedition Cruises (THAEABAF)

Keywords

• Boat tour services
• Scuba diving excursions
• Snorkeling tours
• Whale watching cruises
• Liveaboard diving trips

Headquarters

HQ city

Cabo San Lucas

HQ country

Mexico

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Day Tours and Excursions: Revenue from individual and group boat tours including snorkeling, scuba diving, whale watching, sunset cruises, and bay trips. Priced per person with optional transportation add-ons.
2. Liveaboard Diving Adventures: Multi-day liveaboard diving trips to Sea of Cortez and Socorro Island. Cabin-based pricing (quad, double, upper deck options) with full-board packages.
3. Private Events and Weddings: Corporate events, weddings, bachelor/bachelorette parties hosted aboard boats up to 250 guests. Customizable packages with decoration, catering, and entertainment.
4. Private Group Tours: Private charters for groups of 6+ passengers offering snorkeling and sunset experiences at flat-rate pricing ($900 USD).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Sunrider Tours operates a fleet of 8 vessels in Baja California Sur, Mexico, delivering water-based tour experiences in Los Cabos and La Paz. The portfolio covers day tours (bay trips, snorkeling, scuba diving, whale watching, sunset cruises with dinner), multi-day liveaboard diving expeditions to the Sea of Cortez and Socorro Islands, and private event services including weddings and corporate functions for up to 250 guests. Boats are built in Mexico using eco-friendly vacuum infusion technology, and the company holds the Mexican Federal Tourism Secretariat's Inclusive Tourism Seal.

Product overview

Sunrider Tours operates a fleet of 8 vessels offering water-based tour experiences in the Los Cabos and La Paz regions of Baja California Sur, Mexico. The portfolio includes day tours (bay trips, snorkeling, scuba diving, whale watching, sunset cruises), multi-day liveaboard diving expeditions (Sea of Cortez 5-day and Socorro Island 9-day), and private event services (weddings, corporate events). The company holds the Mexican Federal Tourism Secretariat's Inclusive Tourism Seal and uses green technology boats built with vacuum infusion manufacturing. Core day-tour products include the Arch bay tours, snorkel/sail experiences, scuba diving (beginner to advanced certifications), whale watching seasonal cruises, and sunset dinner cruises. Liveaboard products are offered aboard the Adventure yacht to the Sea of Cortez UNESCO World Heritage site and the remote Socorro Islands.

Differentiator

Problem solved

Functional benefit

Brands

• SunRider Scuba: Scuba diving division of Sunrider Tours

Products and services

• Bay Trip and Arch of Cabo San Lucas A one-hour boat tour visiting the Arch of Cabo San Lucas, Lovers Beach, Divorce Beach, Pelican Rock, and Neptune's Finger rock formations. Priced at $50 USD adults / $28 USD children; designed for tourists and cruise passengers seeking a short bay experience.
• Sunset Dinner Cruise A 2.5-hour sunset cruise aboard the SunRider 100 catamaran featuring a Mexican buffet dinner, open bar, and views of the Arch and Land's End formations. Priced at $115 USD adults.
• Snorkel Lunch & Sail A sailing tour aboard the Sail Rider catamaran to Santa Maria or Chileno Bay for snorkeling in the Sea of Cortez, followed by a gourmet lunch buffet. Priced at $115 USD adults.
• Snorkel & Sunset Sail A 3.5-hour sailing excursion aboard the 70-foot Sail Rider catamaran combining snorkeling at blue-flag bays with sunset views and gourmet dinner; capacity for up to 50 passengers. Priced at $115 USD adults.
• Sunset, Tacos & Tequila Tasting A sailing tour featuring artisanal tequila tasting guided by a master tequilero, traditional Mexican tacos, and sunset views near the Arch of Cabo San Lucas. Priced at $115 USD adults.
• Private Tour Snorkeling & Sunset Quest A private charter for up to 16 passengers aboard an accessible green-technology catamaran, offering customizable snorkeling or sunset experiences with food and beverages included. Priced at $900 USD flat rate for groups up to 16 (2.5 hours).
• Whale Watching Lunch Cruise A seasonal (December-April) whale watching cruise aboard the SunRider 100 combining marine wildlife observation with a Mexican buffet lunch. Priced at $115 USD adults.
• Whale Watching Dinner Cruise An evening seasonal (December-April) whale watching cruise aboard the SunRider 100, featuring a Mexican buffet dinner and national open bar. Priced at $115 USD adults.
• Los Cabos Beginner Diving Experience An introductory scuba diving experience for beginners in protected Cabo San Lucas waters with a certified instructor, teaching basic diving skills before open-water exploration. Priced at $143 USD.
• Los Cabos Scuba 1 Tank (Certified Diver) A single-tank scuba dive for certified divers exploring sites like the Arch (Land's End), Sand Falls, and Pelican Rock in Cabo San Lucas waters. Priced at $115 USD.
• Los Cabos Scuba 2 Tanks (Certified Diver) A two-tank scuba dive excursion for certified divers, visiting multiple dive sites in the Sea of Cortez and Pacific Ocean around Cabo San Lucas. Priced at $147 USD.
• Los Cabos Open Water Scuba Certification An 11-hour Open Water Diver certification course conducted over 3 days, combining classroom theory, confined water training, and open water dives in Cabo San Lucas. Priced at $555 USD.
• La Paz Scuba 2 Tanks (Certified Diver) A two-tank scuba diving excursion from La Paz for certified divers exploring dive sites in the Sea of Cortez. Priced at $220 USD.
• La Paz Beginner Diving Experience An introductory diving experience for beginners in La Paz, conducted with certified instructors in the Sea of Cortez. Priced at $236 USD.
• La Paz Whale Shark Adventure A whale shark snorkeling tour in La Paz allowing participants to swim with whale sharks in their natural habitat. Priced at $140 USD.
• Balandra Bay Snorkeling & Sea Lion Adventure A snorkeling tour to Balandra Bay and sea lion colonies near La Paz, part of the UNESCO World Heritage Sea of Cortez. Priced at $140 USD.
• Espiritu Santo Snorkeling & Sea Lion Adventure A full-day tour to Espiritu Santo Island (UNESCO World Heritage) featuring snorkeling and swimming with sea lions at Los Islotes. Priced at $150 USD.
• La Paz Sunset Cruise A 2.5-hour sunset cruise aboard the Sun Rider yacht departing from Marina Asipona La Paz, with 360-degree observation deck and national open bar. Priced at $93 USD.
• Sea of Cortez Liveaboard (5 Days) A 5-day/4-night liveaboard diving adventure in the Sea of Cortez aboard the Adventure yacht, visiting El Bajo, La Reyna, Los Islotes, and the Fang Ming shipwreck. Cabin-based pricing from $2,000 USD (quad) to $2,600 USD (upper deck double), full-board.
• Socorro Island Liveaboard (9 Days)

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Todo AccesiblecoreStrategic or Co-development PartnerPartnership with Todo Accesible provides ongoing guidance to maintain and enhance inclusive tourism practices. Todo Accesible is a resource for accessible accommodations and activities in Los Cabos and La Paz, helping SunRider maintain its Inclusive Tourism Seal certification.
• TripAdvisorminorGTM or Marketing PartnerTripAdvisor provides review platform and recognition through Certificate of Excellence and Traveler's Choice badge. SunRider displays TripAdvisor reviews and links to write reviews.
• DAN (Divers Alert Network)minorOthersRequired partner for liveaboard diving trips. Divers must have DAN dive insurance to participate in scuba diving activities.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Others

• Liveaboard.com: OTA aggregating liveaboard bookings globally, including Sea of Cortez and Socorro — relevant as a distribution channel and competitive benchmark for Sunrider's liveaboard pricing.
• Viator (Tripadvisor): Dominant activity-booking platform where many Cabo tours are sold; functions as a key distribution channel/competitor for direct bookings versus Sunrider's D2C site.

Direct peers

• Solmar V (Solmar Fleet): Socorro Island liveaboard vessel — one of the most established competitors on the exact Socorro diving route that Sunrider's 9-day expedition serves.
• Cabo Adventures: Established Los Cabos tour operator offering snorkeling, scuba diving, whale watching, sunset cruises, and adventure excursions — directly overlapping Sunrider's day-tour portfolio and customer base.
• Nautilus Liveaboards: Operates luxury liveaboard dive vessels to Socorro Island and Sea of Cortez — directly comparable to Sunrider's Adventure yacht liveaboard offerings.
• Undersea Hunter: Long-running Sea of Cortez and Cocos Island liveaboard operator with similar multi-day expedition itineraries to Sunrider's Socorro and Sea of Cortez trips.
• Gray Line Los Cabos: Major franchise tour operator in Cabo San Lucas running snorkeling, sunset, and whale watching cruises — competing for the same tourist demand pool.
• Manta Scuba Diving: La Paz-based dive operator offering snorkeling, sea lion, and whale shark tours in the same Sea of Cortez waters as Sunrider's La Paz branch.
• Pez Gato: Cabo San Lucas dive shop operating snorkel and scuba tours to the Arch, Land's End, and Sea of Cortez sites — competing head-to-head with Sunrider's Cabo dive products.
• Cabo Trek / Wild Cabo: Cabo eco-adventure operator running snorkeling, kayaking, and wildlife tours — overlapping with Sunrider's nature-focused day excursions.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCAnuJ_XcDvr7Ctw0Nmiegsg
• Facebookfacebook.com/SunriderToursMx
• Instagraminstagram.com/sunridertoursmx
• TikToktiktok.com/@sunridertours
• LinkedInlinkedin.com/company/sunrider-tours-mx

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sunrider Tours