Five Key Trends Shaping Latin America’s International Tourism Growth

Mabrian Reveals Top Travel Trends Across Six Key LATAM Destinations Representing 86% of 2024 Arrivals

 

Barcelona (Spain), June 4th, 2025.- Latin America’s international tourism landscape is evolving, driven by five strategic trends identified by Mabrian, the global travel intelligence platform part of The Data Appeal Company – Almawave Group, during LATA Expo 2025. 

 

To uncover key trends shaping tourism in these regional powerhouses —Mexico, Costa Rica, Argentina, Brazil, Peru, and Ecuador—, a cross-analysis was carried out, combining consolidated tourism demand data with forecasted air connectivity. The aim was to identify both structural and cyclical demand patterns and explore the opportunities and challenges ahead for each destination.

• Trend #1. Air Connectivity: Optimising to Drive Growth: Diverse realities in air connectivity emerge according to seats availability 2025 forecast. Mexico, Brazil, and Argentina are expanding domestic and international routes, Costa Rica remains heavily focused on international connectivity, with 95% of its seat availability targeting inbound visitors. As per Peru and Ecuador, data shows that international air capacity is being optimised to focus on more traditional, stable short and long-haul markets, with less exposure to more volatile ones like the U.S.

• Trend #2. Elevating Authenticity through Product Development: Tourist satisfaction remains strong, with Ecuador, Peru, and Costa Rica scoring above 80/100 in Mabrian’s Global Tourist Perception Index, whereas Argentina, Mexico, and Brazil achieve positive scores, around 70/100. Safety perceptions are also high across the board, signaling that these destinations are managing to create an environment where travellers feel safe and secure. However, product satisfaction scores—ranging from 65 to 71 out of 100 possible—highlight the need to further enhance cultural authenticity and service quality to meet global expectations, a strategy which will contribute to supporting local economies.

• Trend #3. Building Stable Demand Mitigating Seasonal Patterns: With the exception of Peru, all destinations benefit from multiple seasonal peaks. For example, Mexico and Ecuador see demand surges in November–December and again mid-year, linked to North American and European holidays. This model allows for targeted promotions during shoulder seasons with specific promotions and campaigns, helping spread visitor flows and reduce pressure on infrastructure.

• Trend #4. Cultural Appeal to Build Layered Experiences: Cultural experiences are a key demand driver to visit Latin America and these destinations—especially in Argentina and Brazil—while Costa Rica stands out for nature-based travel. Cultural tourism given advantage for these Latin American destinations fosters deeper engagement and longer stays, a competitive edge to create layered experiences with other strong demand drivers, to build more varied, customized, and satisfying tourist products and services, while creating sustainable economic benefits.

• Trend #5. Micro-Journeys & Lodging Trends: Personalizing the Experience: According to Mabrian data, couples make up the majority of tourists visiting these countries, especially in Costa Rica (43%) and Ecuador (36%), while families dominate in Mexico and Brazil. Peru and Ecuador also see a significant number of solo travellers (25%), highlighting opportunities to cater to this segment, currently less budget conscious and more oriented to well-being and self-discovery. In terms of accommodation preferences, hotels remain dominant in Mexico and Brazil, but vacation rentals are prevalent in Argentina (43%), while Costa Rica and Peru offer a wide range of alternatives, reflecting the variety of experiences and traveller types.  These insights signal an opportunity to customise travel experiences, building micro-itineraries tailored to different travellers’ segments, as identified by the study: Active Families (seeking affordable and convenient accommodation with family-friendly activities), Adventure Seekers (typically travelling solo or in small groups, motivated by active tourism), and Exploring Couples (drawn by culture, nature, and gastronomy, and often looking for luxury retreats while exploring key attractions).

 

“The data confirms that Latin America is not only rich in natural and cultural assets but is also maturing strategically as a tourism region,” said Mary Menchón, Business Development Lead at Mabrian. “By aligning air connectivity, diversifying tourist offerings, and tapping into authentic, multi-layered experiences, these destinations are actively shaping more resilient and competitive travel ecosystems. This kind of insight is crucial for industry leaders looking to invest wisely and sustainably in the region’s future.”

 

About Mabrian

Mabrian Technologies (Mabrian), the global travel intelligence platform, is a company specialized in providing travel intelligence services worldwide. Founded in 2013, Mabrian joined The Data Appeal Company – Almawave Group in 2023.

Combining Big Data and Artificial Intelligence (AI) techniques, simultaneous insights from over 30 global data sources, and the comprehensive travel intelligence expertise of its team of specialists, Mabrian is able to identify and predict tourism dynamics and trends worldwide. Mabrian’s modular dashboard grants access to a holistic monitoring centre that traces, measures and cross-analyses travellers’ full journey: air connectivity and demand, hotels, holiday rentals, travellers’ sentiment and demand drivers, spending patterns and behaviour, mobility, and sustainability. 

Currently operating in over 40 countries, Mabrian caters to the needs of travel & tourism industry, companies, entities, and public bodies, ranging from all-levels Destination Management Offices (national, regional, local), hotel companies and chains or transportation, to tourism-related consultancies (marketing, promotion, strategy, investment, etc.), providing up-to-date, contextual, predictive and insightful data intelligence for strategic and business development, as well as for policy and decision-making.

 Learn more about how to unlock travel intelligence potential at www.mabrian.com 

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The Data Appeal Company – Almawave Group

The Data Appeal Company, through a proprietary algorithm based on artificial intelligence, machine learning and semantic analysis collects, measures and analyses all feedback posted online, combining it with geographic and contextual data, offering the regions and enterprises the opportunity to optimise the business’s potential, gain in-depth market knowledge and establish a competitive advantage. The Data Appeal Company SpA (formerly Travel Appeal) has belonged to the Almawave Group since 2022.

In 2023 the company acquired 70% of the share capital of Mabrian Technologies S.L., a Spanish company specializing in Travel and Destination Intelligence solutions, to consolidate its international positioning.

The company’s mission is to simplify the use and understanding of data to help companies and tourist destinations make effective and informed decisions. www.datappeal.io