Travellers from Argentina, Brazil and Mexico are making tours, activities and attractions a central part of their trips, with experience participation reaching near-universal levels across the region, according to a new report from Arival and Phocuswright, prepared in partnership with Civitatis.
The LATAM Experiences Traveler report, based on a survey of
1,200 leisure travellers, found that 96% of respondents visited at least one
attraction on their last trip, while 87% took a tour and 77% participated in an
activity.
Family travel is a major driver, with 45% of LATAM
travellers travelling with children on their last trip, compared with 34% in
the US and 33% in Europe. They are also almost twice as likely to travel with
extended family as European travellers, while solo travel accounts for just 9%,
compared with 19% in the US and 15% in Europe.
Younger travellers aged 18-34 book more experiences and
spend more per experience than any other age group, but continue to favour
sightseeing tours and cultural landmarks over niche experiences. Relaxation and
family time are the leading trip motivations, while authenticity and personal
growth rank lower.
Brazilian travellers book the most experiences per trip,
making the country the region’s highest-volume market. Mexican travellers spend
the most per experience, averaging $116, while Argentinians spend around 60%
less. Demand remains resilient, with 23% of Argentinians, 29% of Mexicans and
26% of Brazilians planning more trips next year.
“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 is also becoming mainstream, with 70% using it for trip
planning and 80% among 18-34-year-olds. However, friends and family and
traveller reviews remain more trusted than AI recommendations.
“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.” -TTN