Research Insights Family first: What’s really driving Latin America’s travel boom

Family first: What’s really driving Latin America’s travel boom

Published:
September 2026
Analyst:
Phocuswright Research

A family of four stands at the base of Machu Picchu. Nobody is chasing a hidden trail or an off-grid village. They came for the view everyone comes for, and that's exactly the point.

New research from Phocuswright and Arival, The Latin American Experiences Traveler, finds that the region's tourists are not chasing the "authentic" and "off-the-beaten-path" experiences reshaping demand in the U.S. and Europe. They want relaxation, time with family and the classics: sightseeing tours, cultural landmarks and food.

That single finding upends a lot of assumptions built around Western travel trends, and it has real consequences for how operators, OTAs and destinations should market to this region.

Relaxation and family time top the list in every market surveyed. Nearly half of Latin American (LATAM) travelers took their last trip with children, compared with about one in three travelers from the U.S. and Europe. LATAM travelers are also twice as likely to bring extended family. Personal growth and authenticity, the motivations driving so much U.S. and European product development, rank far lower here.

Demand is resilient too. LATAM travelers plan to take more trips next year at higher rates than U.S. or European travelers, even as rising costs remain the top reason cited by those planning fewer trips. Value, not just discounting, is what will move this market.


Experiences are not an afterthought to the destination decision. They are a leading factor in it, especially in Brazil and Mexico, where experiences rank just behind destination appeal and weather among reasons travelers pick where they go. Attractions get planned early and shape the trip's direction; tours are what travelers say make the trip memorable.

The three markets differ in the details. Brazilian travelers book the most tours, activities and attractions of the group. Mexican travelers spend the most per booking. Argentinian travelers stay active but spend less, a pattern tied to currency volatility, and they respond best to value-led offers and bundles.


Artificial intelligence (AI) has already entered the funnel. Seven in 10 LATAM travelers report using AI to help plan a trip, and adoption climbs to 80% among travelers under 35. AI is shaping destination selection and inspiration, though booking still happens elsewhere. Trust remains the deciding factor at the point of purchase: friends and family, traveler reviews and travel agents outrank AI tools and social media when travelers choose which tour or attraction to book.

The takeaway for operators and resellers isn't complicated. Lead with the classics. Design for groups, not solo adventurers. Compete on perceived value. And show up in the places LATAM travelers already trust.

The full report breaks down booking behavior, upsell opportunity and generational differences market by market.

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