At LATA Expo 2025, Mabrian revealed the key trends driving tourism in Latin America. Mexico, Costa Rica, Argentina, Brazil, Peru and Ecuador make up 86% of the region’s international arrivals, totalling 76.4m in 2024 (UN Tourism).
Five trends are reshaping tourism in Latin America, according to Mabrian. The global travel intelligence platform highlighted shifts in air connectivity, product development, seasonal demand, cultural tourism and new traveller preferences.
Air connectivity fuels growth
Mexico, Brazil and Argentina are expanding flight routes. Costa Rica focuses on inbound tourism, with 95% of its seat capacity aimed at international visitors. Peru and Ecuador are targeting stable markets and reducing reliance on more volatile destinations like the US.
Boosting authenticity
Tourist satisfaction is high in Ecuador, Peru, and Costa Rica (over 80%). Argentina, Mexico and Brazil score around 70%. Safety perceptions are also strong. However, product satisfaction remains below expectations, signalling the need to improve service quality
Managing seasonal demand
Mexico and Ecuador see demand peaks in November–December and mid-year. These patterns link to North American and European holidays. By targeting shoulder seasons, these countries can ease pressure on infrastructure with better promotions
Cultural tourism drives longer stays
Cultural experiences are a key draw in Argentina and Brazil. Costa Rica stands out for nature-based tourism. These destinations can attract tourists for longer visits by offering a variety of cultural and natural experiences, which boosts local economies
Micro-journeys & personalised lodging
Couples are the largest tourist group, especially in Costa Rica (43%) and Ecuador (36%). Families dominate in Mexico and Brazil. Solo travellers, often seeking wellness, make up 25% in Peru and Ecuador. Hotels are popular in Mexico and Brazil, but vacation rentals are growing in Argentina (43%). This highlights opportunities to create tailored itineraries for different traveller segments.
“The data confirms that Latin America is not only rich in natural and cultural assets but is also maturing … as a tourism region,” said Mary Menchón, business development lead at Mabrian. Menchón believes the region can continue growth “by aligning air connectivity, diversifying tourist offerings, and tapping into authentic, multi-layered experiences.”
