The market for tourism experiences in Latin America is consolidating with a marked territorial concentration

More than half of the online leisure activities offered in Latin America and the Caribbean are concentrated in Peru and Mexico, positioning these countries as regional powerhouses in tourism experiences, according to a new study by Mabrian by Data Appeal. This analysis indicates that, while cultural and active tourism dominate the current offerings, significant opportunities remain for Latin American destinations to diversify their offerings, specialize, and strengthen their competitive positioning in a rapidly growing global market for experiences.

Mabrian has analyzed the supply of tourist activities and experiences in Latin America and the Caribbean, available through two of the main online activity platforms (Civitatis and GetYourGuide), and the interests of tourist demand around this type of product, with consolidated data from the last 6 months.

The analysis indicates that Peru (25.7%) and Mexico (25.4%) account for more than half of all available activities in Latin America and the Caribbean, positioning both countries as regional powerhouses in the experiences market. Following Peru and Mexico are Colombia (8.4%), the Dominican Republic (7.7%), and Brazil (6.1%), followed by Argentina (6.1%), Costa Rica (5%), Chile (3.4%), Bolivia (2.3%), and Ecuador (2%).

According to Carlos Cendra, Marketing and Communications Director at Mabrian, this data indicates that major Latin American destinations have "room to grow their offering of tourist experiences and thus extend demand throughout the territory, which will contribute to enriching the visitor experience and boosting local economies and communities."

Mabrian's data intelligence also shows that, across the analyzed channels, cultural experiences (36.9% of available listings) and active tourism (32% of the total) remain the core pillars of the activity offerings in Latin America and the Caribbean, complemented by nature-based activities (14.9%), gastronomic experiences (11.2%), and activities related to sun, beach, and good weather (3%). Other product categories, such as shopping and nightlife, family activities, and wellness, have fewer available offerings and, together, represent the remaining 2% of experience offerings across the region.

Travelers' interests are fairly aligned with the available experiences. Cultural activities account for 40.1% of visitor reviews, reflecting the interest in activities focused on local heritage, arts, and traditions. The balance between active tourism (23% of reviews) and nature-based activities (17.1%) highlights the appeal of less intensive outdoor options. Finally, the interest in gastronomic experiences (16% of total reviews) indicates an opportunity to further strengthen the range of activities centered around local cuisine and culinary arts—a trend also seen in nightlife experiences.

“The data indicates that the experiential tourism market in Latin America and the Caribbean has significant opportunities for diversification and specialization by country, key factors in attracting a demand from curious and discerning travelers, drawn to experiences that immerse them in the local lifestyle in a more meaningful way,” notes the Mabrian expert. “In this way, the range of activities and experiences offered will contribute to building a competitive, sustainable, and long-term tourism strategy for the region's destinations.”

Source: Mabrian.