Latin American travelers remain highly motivated to travel, with rising costs as the primary constraint and value central to how they choose experiences. Tours, activities and attractions now shape the trip itself, influencing destination choice and drawing outsized engagement from travelers under 35, who book and spend more while still favoring classic sightseeing, cultural and food experiences. Discovery is fragmenting across digital channels, and AI is already established as a planning tool, yet reviews, provider reputation and recommendations still determine what travelers book.
This report is based on an online survey fielded in spring 2026 among 1,200 leisure travelers in Argentina, Brazil and Mexico who took an overnight leisure trip at least 100 miles from home in the past year and booked and participated in a tour, activity or attraction. It examines how Latin American travelers research, choose and book trips, including the roles of digital and offline discovery channels, AI, trust and premium upgrades in shaping travel behavior and future intent.
Key questions addressed by this report include:
- What motivates Latin American travelers to travel, and what constrains them?
- How do traveler profiles, spending and trip patterns differ across Argentina, Brazil and Mexico?
- How much do experiences influence destination choice, and which types of tours, activities and attractions do travelers book most?
- Which resources do Latin American travelers use to discover and research experiences, and what role does AI now play in planning?
- Which upgrades and premium options are travelers willing to pay for, and which segments are most receptive?
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