Latin America’s international travelers are rewriting the rules of global tourism. New industry research reveals contrasts in how Latin Americans plan, book and prioritize their trips, finding consumer confidence is strong across the region despite inflationary pressures and political volatility. Yet the motivations shaping where and how Latin Americans travel are diverging in profound ways. From premium flying and conservative spending to the status of safety as a nonnegotiable, the expectations of LATAM travelers are poised to reshape international demand in 2026.
According to Portrait of Latin American International Travelers, a new study from MMGY—MMGY Global’s flagship integrated marketing and communications agency specializing in travel, tourism and hospitality—based on an October survey of 3,774 travelers across six major markets, examines how consumers in Brazil, Mexico, Chile, Argentina, Colombia and Peru plan and book their international trips. The findings reveal sharp contrasts that challenge long-standing industry assumptions and present meaningful new opportunities for global destinations, airlines and hospitality providers.
“Latin America is not a monolith,” said Simon Moriarty, Vice President of Syndicated Research for MMGY Travel Intelligence, in a news release. “Traveler behaviors across the region are shifting in very different directions, from Brazil’s digital and sustainability focus to Mexico’s premium preferences and Argentina’s emphasis on price protection. These distinctions make it clear that success in this region depends on tailored strategies for each market rather than a single regional playbook.”
The study’s most notable insights include:
Market Differences Deepen
Travel frequency and spending levels differ sharply across the region. Peruvians, Mexicans and Brazilians are expected to take the most international trips in the coming year (each planning more than 2.5 vacations), while Argentinians are more conservative at 2.0 trips. Brazilians and Mexicans also anticipate the highest annual spending at $5,252 and $5,522, respectively. These projections underscore why a single message or offering falls short in a market shaped by different economic realities and consumer behaviors.
Safety First, Service Second
Health and safety concerns remain a key travel driver across the region, with 35% of Brazilian travelers saying both have an extreme impact. Airline choice hinges first on safety record, followed by reputation for good customer service. Both of these factors are more important than airfare, a pattern that highlights LATAM’s strong preference for trust and reassurance. Mexicans also stand out as premium flyers, with 38% traveling in business or first class compared to just 1 in 5 Argentinians (20%). Together, these factors point to a market where service quality and safety often outweigh price.
Digital Inspiration Surges
Social media platforms are highly influential and are reshaping the early stages of trip planning. AI tools are also gaining ground, particularly in Brazil and Colombia, where usage is highest among Gen Zers. These dynamics paint a picture of a digitally curious region, featuring varied online engagement across new platforms and exemplified by nearly 1 in 3 Boomers using AI to research flights or destinations.
Hybrid Planning, Early Booking
LATAM travelers tend to lock in major trip components well in advance, with most booking flights and accommodations three to six months before departure. Yet dining and activity decisions are often made at the last minute, particularly in Argentina, where 51% make culinary decisions during the trip. Understanding booking timelines for key vacation activities creates new touch points for brands seeking to influence travelers throughout their journey.
Sustainability Splinters by Market
Interest in sustainable travel varies widely across the region. A travel provider’s focus on sustainability impacts the decision-making of 68% of Brazilian travelers and 62% of Mexicans but only 38% of Argentinians. Nine in 10 Brazilians would pay more for sustainable providers, and higher-income travelers across all markets show stronger eco-minded adoption. These preferences indicate that sustainability efforts and messaging must be tailored, with Brazil serving as the most receptive market.
Taken together, these insights reveal a region undergoing rapid transformation. As safety expectations rise, digital behaviors accelerate and market differences sharpen, brands that succeed in Latin America will be those that adapt with nuance, flexibility and a clear departure from one-size-fits-all strategies.
The full study, including detailed market dashboards, trend analysis and strategic recommendations, is available for purchase here, or as part of an all-access subscription to EurekA!, MMGY’s AI-powered research platform.
