Global travel intelligence firm Mabrian, part of The Data Appeal Company – Almawave Group, unveiled five key trends shaping international tourism across Latin America's six leading destinations: Mexico, Costa Rica, Argentina, Brazil, Peru, and Ecuador. Together, these countries accounted for 86% of Latin America's 76.4 million international arrivals in 2024. (Image: Mabrian)
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GLOAt LATA Expo 2025, global travel intelligence firm Mabrian, part of The Data Appeal Company – Almawave Group, unveiled five key trends shaping international tourism across Latin America’s six leading destinations: Mexico, Costa Rica, Argentina, Brazil, Peru, and Ecuador. Together, these countries accounted for 86% of Latin America’s 76.4 million international arrivals in 2024, according to UN Tourism. Mabrian’s insights are based on a comprehensive analysis of tourism demand data and projected air connectivity, aiming to identify both persistent patterns and emerging opportunities.
Trend 1: Air Connectivity as a Growth Lever
Air connectivity is proving critical in defining tourism growth strategies. Mexico, Brazil, and Argentina are expanding both domestic and international flight capacity, creating more access points and flexibility for travelers. Costa Rica, meanwhile, remains highly reliant on international traffic, with 95% of its available air seats geared toward inbound visitors. Peru and Ecuador are focusing on established, stable markets—particularly in Europe and South America—limiting exposure to volatile regions such as the U.S. This trend underscores the region’s shift toward more strategic and stable route planning.
Trend 2: Enhancing Authenticity Through Product Innovation
While overall traveler satisfaction is high—Ecuador, Peru, and Costa Rica scored above 80/100 in Mabrian’s Global Tourist Perception Index—there’s still room for improvement in product quality and authenticity. Argentina, Brazil, and Mexico also showed strong safety and perception ratings but earned slightly lower scores for tourist experiences, ranging from 65 to 71. Enhancing the depth and authenticity of cultural and service offerings could help these destinations better meet international expectations and boost local economic impact.
Trend 3: Reducing Seasonality with Demand Stabilization
Most of the featured countries experience multiple seasonal peaks, allowing for a more even distribution of visitors. For instance, Mexico and Ecuador see spikes during the holiday season and again mid-year, aligning with key holidays in the U.S. and Europe. These cyclical patterns provide an opportunity to launch targeted off-season campaigns, reduce strain on infrastructure, and foster sustainable growth.
Trend 4: Cultural Tourism as a Competitive Advantage
Cultural appeal remains a top motivator for international travelers in Latin America, especially in Argentina and Brazil, while Costa Rica stands out for its eco-tourism offerings. By building more layered, experience-driven tourism products that combine culture, nature, and gastronomy, these destinations can increase visitor engagement, extend trip lengths, and promote deeper, more meaningful travel—benefiting both travelers and local communities.
Trend 5: Personalized Travel & Evolving Lodging Preferences
Tourism in the region is increasingly driven by personalization, with varied traveler segments showing distinct behaviors. Couples dominate in Costa Rica and Ecuador, families in Mexico and Brazil, and solo travelers are significant in Peru and Ecuador. Accommodation preferences also vary: hotels are preferred in Mexico and Brazil, while vacation rentals lead in Argentina, and Costa Rica and Peru offer diverse options. These insights point to a growing need for micro-itineraries tailored to traveler types, including “Active Families,” “Adventure Seekers,” and “Exploring Couples.”
“Latin America is not only rich in culture and natural beauty but is increasingly demonstrating a strategic maturity in how it grows and manages tourism,” said Mary Menchón, Business Development Lead at Mabrian. “The data confirms that aligning infrastructure with evolving traveler needs is the key to creating resilient, competitive, and sustainable tourism ecosystems.”
These five trends signal a transformative phase for Latin American tourism, one where strategic planning, product innovation, and personalized experiences will define the region’s success on the global stage.
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Images: Mabrian
Source: LATA Expo
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