The stark, sun-drenched landscapes of Loreto, Baja California Sur, have long been a sanctuary for those seeking a reprieve from the crowded corridors of Cabo San Lucas or the bustle of La Paz. Now, the quiet coastal charm of this “Pueblo Mágico” is stepping into a global spotlight, serving as the primary backdrop for the 2026 Sports Illustrated Swimsuit Issue.
The production, captured by photographer James Macari, marks a significant milestone for Bethenny Frankel. While the businesswoman and former “Real Housewives of New York City” star previously appeared on the Swim Week runway, the 2026 edition represents her first official feature in the magazine. Frankel, a self-made entrepreneur and Forbes-recognized power celebrity, joined a diverse ensemble of models and personalities including Olivia Dunne, Tiffany Haddish, Ilona Maher, and Molly Sims, utilizing the rugged terrain of the Baja peninsula to anchor a high-fashion narrative.
Beyond the celebrity glamour, the choice of Loreto reflects a growing trend in luxury travel toward “untouched” destinations. Situated on the eastern coast of the Baja California Peninsula, Loreto offers a stark contrast to the manicured resorts of Mexico’s more famous hubs. It is a place where biodiversity takes center stage and the pace of life is dictated by the tides of the Sea of Cortez.
A Study in Contrasts: Burning Man Meets the Baja Coast
The creative direction for the Loreto shoot departed from traditional swimwear tropes, opting instead for an aesthetic described as “off the cuff” and “raw.” According to production details, the styling was heavily inspired by the edgy, bohemian, and gritty energy of Burning Man. This juxtaposition—gritty, avant-garde fashion set against the serene, pristine backdrop of Mexico’s coastline—was designed to highlight the wild nature of the environment.
The production relied on a specialized team to maintain this “raw” look under the intense Baja sun. Hair was managed by Paul Norton for Tracey Mattingly, while makeup artistry was handled by Jodie Boland of The Wall Group, utilizing a mix of high-performance brands like BIOEFFECT and Jones Road Beauty to withstand the coastal elements. The wardrobe featured a rotation of high-end swimwear from designers including Andi Bagus, ViX Paula Hermanny, Tropic of C, and Norma Kamali.
While the fashion was intentionally provocative, the location provided the necessary equilibrium. Loreto is defined by its tranquil waters and a landscape that feels virtually frozen in time, providing a neutral, organic canvas that allowed the “Burning Man” energy of the styling to stand out without overwhelming the natural beauty of the region.
The Natural Allure of Loreto and the Sea of Cortez
For the thrill-seeker or the naturalist, Loreto is far more than a photography location. The region is anchored by the Loreto Bay National Marine Park, a protected area that safeguards some of the most diverse marine life in the Western Hemisphere. The Sea of Cortez, often referred to as the “Aquarium of the World,” provides a habitat for a staggering array of species.
Visitors to the area typically gravitate toward these primary ecological draws:
- Whale Shark Encounters: Loreto is one of the few places globally where travelers can swim alongside these gentle giants in their natural habitat.
- Marine Mammal Watching: The waters are frequent haunts for dolphins and sea lions, making boat excursions a staple of the local economy.
- Diving and Surfing: The unique geography of the peninsula creates ideal conditions for divers exploring coral reefs and surfers seeking secluded breaks.
The biodiversity of the area is not limited to the water. The surrounding desert landscapes and lush pockets of greenery create a visual tension that defines the Baja experience—a place where the arid mountains meet the deep turquoise of the Gulf.
Planning a Visit to the “Magic Town”
Loreto’s designation as a Pueblo Mágico is not merely a marketing label; it is a recognition of its historical and cultural significance. As one of the oldest missions in the Californias, the town retains a colonial charm characterized by cobblestone streets and a laid-back, community-focused atmosphere.
For those looking to replicate the serenity found in the SI shoot, Loreto requires a more intentional approach to travel than Cabo. There are fewer massive all-inclusive resorts and more boutique hotels and eco-lodges that prioritize environmental integration over luxury excess.
| Travel Element | Loreto Recommendation | Best Season |
|---|---|---|
| Primary Activity | Marine Park Boat Tours | October – April |
| Vibe | Quiet, Authentic, Bohemian | Year-round |
| Must-See | Mission San Javier | Spring/Autumn |
| Wildlife | Whale Sharks & Dolphins | Winter/Spring |
Navigating the Region
Accessing Loreto typically involves flying into Loreto International Airport (LTO), though many adventurous travelers drive north from La Paz or south from the U.S. Border. Once in town, the focus is on slow travel. The local culinary scene is dominated by fresh-caught seafood, with a strong emphasis on sustainable fishing practices that protect the very marine life that draws visitors to the shore.
The “off the cuff” energy mentioned in the SI production is mirrored in the town’s own spirit. Loreto does not try to be a metropolis; it embraces its role as a quiet outpost of beauty and biodiversity.
As the 2026 Sports Illustrated Swimsuit Issue moves toward its official release, the eyes of the travel world are expected to shift toward the Baja peninsula. The visibility brought by figures like Bethenny Frankel often leads to an increase in regional tourism, placing a renewed emphasis on the sustainable management of Loreto’s delicate ecosystems.
We invite readers to share their experiences with Baja California Sur or ask questions about visiting Loreto in the comments below.
