Five key trends that are changing tourism in Latin America

At the most recent edition of LATA Expo, Mabrian shared key insights and trends on Mexico, Costa Rica, Argentina, Brazil, Peru, and Ecuador, six key destinations in Latin America that will account for 86% of the 76.4 million international arrivals to the region in 2024, according to official UN Tourism statistics.

 The international tourism landscape in Latin America is evolving, driven by five strategic trends identified in the latest study by Mabrian, the global tourism intelligence platform, part of The Data Appeal Company – Almawave Group.

 To uncover the key factors shaping international tourism in six Latin American regional powers (Mexico, Costa Rica, Argentina, Brazil, Peru, and Ecuador), Mabrian conducted a cross-analysis of consolidated tourism demand data with projected air connectivity to identify both structural and cyclical demand patterns and explore future opportunities and challenges for each destination.

Trend #1. Optimizing air connectivity strategies for growth: As the 2025 airline seat schedule indicates, the countries analyzed face different air connectivity realities. Mexico, Brazil, and Argentina are expanding both domestic and international routes, while Costa Rica's international connection network, which continues to grow, represents 95% of available airline seats. In the case of Peru and Ecuador, the trend is toward optimizing international air capacity, with a greater focus on more stable traditional markets and a reduction in air capacity from more volatile markets, such as the United States.

Trend #2. Leveraging the advantage of authenticity to develop tourism products: Traveler satisfaction remains high, with Ecuador, Peru, and Costa Rica scoring above 80/100 on Mabrian's Global Tourism Perception Index, while Argentina, Mexico, and Brazil also achieve positive scores around 70/100. Overall, the perception of safety also shows a positive trend, indicating that these destinations are managing to create an environment where travelers feel safe. However, the Tourism Product Satisfaction Index scores, which range from 65 to 71 out of a possible 100, indicate that these Latin American destinations must improve their tourism products, leveraging the given advantage of authenticity while providing quality services at international standards, a strategy that will also help boost local economies.

Trend #3. Create stable demand by mitigating seasonal patterns: With the exception of Peru, all the destinations analyzed experience multiple seasonal peaks. For example, Mexico and Ecuador experience peak demand in November-December and again mid-year, linked to vacations in North America and Europe. This model opens the door to boosting the shoulder season with targeted campaigns and promotions, which will help distribute arrivals and visitor flows, reducing pressure on the destinations' infrastructure.

Trend #4. Multi-level experiences anchored in cultural attractions: Cultural experiences are the main driver of tourism demand, both in Latin America in general and in these destinations in particular. Cultural heritage is a highly relevant attraction for travelers visiting Argentina and Brazil, while Costa Rica stands out as a nature destination. Latin American destinations have a competitive advantage: the power of cultural tourism, which is the foundation for creating multi-level experiences that add other drivers of demand. In this way, more diverse, personalized, and satisfying tourism products and services can be developed, leading to longer stays and contributing to sustainability.

Trend #5. Micro-itineraries and accommodations to personalize the experience: As Mabrian's analysis indicates, travelers visiting the analyzed countries do so primarily as couples, particularly in Costa Rica and Ecuador (43% and 36% of the total, respectively), while families predominate in Mexico and Brazil. Peru and Ecuador also register a significant number of solo travelers (25%), suggesting opportunities in this segment, currently more oriented toward wellness and self-discovery, and with a more flexible budget. Regarding accommodation preferences, hotels continue to dominate travelers visiting Mexico and Brazil, vacation rentals predominate in Argentina (43%), while Costa Rica and Peru offer a wide range of alternatives, reflecting the variety of experiences and types of travelers. These data highlight the importance of personalizing experiences by creating micro-itineraries tailored to different traveler segments, such as those identified by the study: Active Families (who seek affordable accommodations tailored to all family members), Adventurers (who typically travel alone or in small groups, motivated by active tourism), and Explorer Couples (attracted to culture, nature, and gastronomy, and who often seek luxury retreats while exploring key attractions).

“The data confirms not only the natural and cultural appeal of Latin America, but also its strategic maturity and evolution as a tourism region,” said Mary Menchón, an expert in Mabrian's Business Development department. “By optimizing its air connectivity, diversifying its tourism offering, and leveraging its ability to deliver truly authentic and diverse experiences, Latin America is creating a more resilient and competitive tourism ecosystem. In this context, data intelligence is crucial for industry leaders seeking to invest smartly and sustainably in the region's future.”

Source: Mabrian.