Family time and classic sights, not solo adventure, are powering Latin America’s tours and attractions boom, new Arival research finds

Family travel is doing much of the driving. Nearly half (45%) of LATAM travelers took their last trip with children, compared with one in three in the U.S. (34%) and Europe (33%), and they are roughly twice as likely to travel with extended family than travelers from Europe (19% versus 10%). Solo travel is far less common across the region (9%) than in the U.S. (19%) or Europe (15%).

The pattern holds even among the region’s youngest, biggest-spending travelers. Those aged 18-34 book more experiences and spend more per experience than any other age group and 35% more than those 55+, yet, unlike younger travelers in the U.S. and Europe – who are drawn to niche, immersive experiences – sightseeing tours and cultural landmarks remain among their top picks. Relaxation and family time rank as the top trip motivations for an average of 50% of respondents across all three countries, while authenticity and personal growth, key drivers elsewhere, rank far lower.

Booking patterns vary by market. Brazilian travelers book the most experiences per trip, making Brazil the region’s highest-volume market. Mexican travelers spend the most per experience at an average of $116 each, creating the strongest premium opportunity. Argentinian travelers, while highly active, spend about 60% less, reflecting the country’s price sensitivity. Demand remains resilient despite rising costs; 23% of Argentinians, 29% of Mexican and 26% of Brazilian travelers plan to take more trips next year, versus just 18% of U.S. travelers.

“LATAM’s tours and activities market is not following the same script as North America or Europe,” said Bruce Rosard, co-founder of Arival. “Travelers here are showing up with their kids and grandparents, not chasing solo hidden gems, and even the youngest, highest-spending travelers still want sightseeing tours and cultural landmarks before they see something off the beaten path.

AI has moved from novelty to mainstream in trip planning; seven in 10 (70%) of LATAM travelers used it to help plan a trip, rising to 80% among 18-34 year-olds. It is used mainly for research and inspiration, not booking, with just 12% using AI tools to book an experience directly. Trust remains people-focused: friends and family (77%) and traveler reviews (67%) are the most-trusted sources for recommendations, well ahead of AI-powered suggestions (42%). Meanwhile, the top factors that influence experience choice are trusted brand or provider (77%) and having been offered curated options (68%).

“This research confirms what we see across the region every day: LATAM travelers want quality, unmissable experiences that are meaningful to them and that they can share with the people they love,” said Andrés Spitzer, CEO of Civitatis. “As AI reshapes trip planning, trust matters more, not less. Curation, verified reviews and a recognized reputation are what turn browsing into booking.”

The findings are based on Arival’s survey of 1,200 qualifying leisure travelers across Argentina, Brazil and Mexico, fielded in spring 2026. The full report, The LATAM Experiences Traveler, is available now at Arival.travel.