Latin America's tourism recovery is being powered by a distinct demographic force: family travel. According to the LATAM Experiences Traveller report from Arival and Phocuswright, produced in partnership with Civitatis, 45% of Latin American travelers took trips with children in the past year—compared to 34% in the United States and 33% in Europe. Extended family travel is also more common, with 19% of LATAM travelers doing so versus 10% in Europe.
The findings, based on a survey of 1,200 leisure travelers from Argentina, Brazil, and Mexico, underscore how the region's tours and activities sector is diverging from established markets. "LATAM's tours and activities market is not following the same script as North America or Europe," said Bruce Rosard, co-founder of Arival. Indeed, 96% of LATAM travelers visited at least one attraction on their last trip, 87% took a tour, and 77% participated in an activity—figures that rival or exceed those in more mature markets.
Younger travelers spend more, but on classic experiences
While travelers aged 18–34 are the biggest spenders on experiences, their preferences lean toward sightseeing tours and cultural landmarks rather than niche or adventure offerings. Relaxation and family time are the primary motivations for 50% of respondents, with authenticity and personal growth ranking lower. This suggests that operators should focus on family-friendly, accessible experiences that cater to multi-generational groups.
Booking patterns vary by nationality. Brazilians book the most experiences per trip, while Mexicans spend the highest average per experience at $116. Argentinians are more price-sensitive, spending about 60% less per booking. Despite economic headwinds, demand remains robust: 23% of Argentinians, 29% of Mexicans, and 26% of Brazilians plan to take more trips in the coming year.
The report also highlights the growing role of artificial intelligence in trip planning. 70% of LATAM travelers use AI for research and inspiration, yet trust still resides with friends, family, and verified traveler reviews. Andrés Spitzer, CEO of Civitatis, emphasized, "Curation, verified reviews, and a recognised reputation are what turn browsing into booking."
For travel professionals, the implications are clear. Hoteliers and tour operators should design packages that appeal to families and extended groups, while travel-tech vendors can leverage AI to enhance personalization without sacrificing the human touch. The region's growth is also reflected in broader industry moves, such as Laguna Phuket's expansion of family offerings for multi-generational travel, a trend that resonates across global destinations.
As Latin America's tourism boom continues, destinations like AlUla in Saudi Arabia are positioning themselves for family travel, while established players like Holiday Inn Singapore Atrium are rolling out family perks. The LATAM market, however, offers a unique opportunity for operators who can deliver trusted, curated experiences that resonate with family-oriented travelers.
The report's data suggests that the region's tours and activities market is not just recovering—it is redefining itself. With a strong emphasis on family, trust, and value, Latin America is set to remain a key driver of global travel growth.
