Los Cabos, Baja California Sur, Mexico, is a reference for sportfishing (SF). In this vein, a significant number of artisanal fishers from the communities surrounding Cerralvo Island-located 215 km from Los Cabos-have opted to offer SF as a tourist service in recent years. The SF has generated unevaluated economic activity in the area. Thus, stakeholders need to know this value to improve their management decision making. Therefore, this research aimed to make a valuation of the recreation service and factors that influence the demand of SF in Cerralvo Island and surrounding areas using the indirect travel cost method (TCM). For this purpose, 275 surveys were performed at the boat ramps in nearby towns. The estimated consumer surplus (EC) was USD 1,886 per visitor. Approximately 28,864 annual recreational sportfishing trips were recorded, so the total annual surplus was USD 54,437,504. The EC outperformed other national sites and was ≈140% higher than the highest valuation made for Los Cabos, which presumably derived from the differences in costs (v. gr., fishing charter, lodging). These values suggest the opportunity for the development of this activity in the study area.