La Paz Bay is one of the most important destinations for recreational fishing events in Baja California Sur, Mexico, with significant tourist activity that supports ecosystem services and provides economic benefits to participants, benefits that have not yet been economically measured. The aim of this study was to estimate the willingness to pay (WTP) of anglers who participated in sport-fishing events and to propose tourism promotion and recreational fisheries management strategies. Applying 184 face-to-face surveys at sport fishing events in LPB held in 2022 and 2023 to collect information regarding fishers’ and fishing trips characteristics, and using the individual travel cost method to estimate the individual WTP per angler, which ranges from USD 50.96 to 625.63, and the recreational economic value of fishing events in La Paz was estimated at USD 0.89 to 1.11 million. Strategies for conserving species reserved for sport fishing and promoting tourism are discussed, which could help improve tournament activity and promote the rational use of natural resources. This study represents the first effort aiming to value sport fishing events in Mexico. Also, demonstrates the economic relevance of sport fishing events for recreational fisheries management and tourism-promoting policies in LPB. It provides evidence that conserving sport-fishing species could enhance management strategies and sustainable tourism promotion policies for this recreational activity.

La Paz Bay (BLP), Baja California Sur, Mexico, is one of the country's most important destinations for fishing tournament, with recreational fishing considered a significant tourist activity in terms of ecosystem services and the economic benefits it provides to participants. The purpose of this study was to estimate the demand for sport fishing tournaments and the monetary benefit of this activity through the willingness to pay (WTP) for access to fishing tournaments by anglers and based on it make some proposal of tourism promotion and recreational fisheries management. A total of 184 surveys were conducted at tournaments held in 2022 and 2023; the collected data were used to apply the individual travel cost method. The data enabled the description of the profile of anglers participating in fishing tournaments in BLP. The demand function for fishing tournaments was estimated, which includes seven determinants. With this information, the individual DAP per angler was estimated at USD 608.63, and the recreational economic value of fishing tournaments in La Paz is estimated at USD 1.08 million. Strategies for conserving species reserved for sport fishing and promoting tourism are discussed, which could help improve tournament activity and promote the rational use of natural resources.