New MMGY Study Reveals Diverse Travel Trends Among Latin American Travelers

Latin American travelers are redefining global tourism with a focus on digital engagement and safety-first priorities. According to a study by MMGY, travelers from this region are showing diverse travel behaviors that are expected to influence international tourism trends in 2026.

The “Portrait of Latin American International Travelers” study, conducted in October, surveyed 3,774 travelers from Brazil, Mexico, Chile, Argentina, Colombia, and Peru. The research highlights significant differences in travel planning, booking, and priorities among these countries, challenging traditional industry assumptions and opening new opportunities for global destinations, airlines, and hospitality providers.

Market Differences and Spending Patterns

Travel frequency and spending levels vary across Latin America. Peruvians, Mexicans, and Brazilians are expected to take more than 2.5 international trips in the coming year, whereas Argentinians plan 2.0 trips. Brazilians and Mexicans anticipate the highest annual spending, at $5,252 and $5,522, respectively. These differences underscore the need for tailored strategies rather than a one-size-fits-all approach.

Safety and Service Priorities

Safety and service quality are paramount for Latin American travelers. In Brazil, 35% of travelers consider health and safety as having an extreme impact on their travel decisions. Airline choices are influenced primarily by safety records and customer service reputation, more so than airfare. Mexicans, in particular, prefer premium flying options, with 38% traveling in business or first class, compared to 20% of Argentinians. This trend indicates a strong preference for trust and reassurance over price.

Digital Influence and Planning

Social media and AI tools are significantly impacting travel planning in Latin America. Brazil and Colombia lead in digital engagement, especially among Gen Z travelers. Approximately one-third of Boomers use AI to research flights or destinations. This digital curiosity highlights the importance of engaging travelers through online platforms and tools.

Booking Timelines and Decisions

Latin American travelers typically book flights and accommodations three to six months in advance, but dining and activity decisions are often made at the last minute. In Argentina, 51% of travelers make culinary decisions during their trip. Understanding these booking timelines offers brands new opportunities to influence travelers throughout their journey.

Sustainability Preferences

Interest in sustainable travel varies across the region. In Brazil, 68% of travelers consider sustainability in their decision-making, compared to 62% in Mexico and 38% in Argentina. Nine in ten Brazilians are willing to pay more for sustainable options, with higher-income travelers across all markets showing stronger eco-minded adoption. These insights suggest that sustainability efforts must be tailored to each market, with Brazil being the most receptive.

Conclusion

The MMGY study reveals a rapidly transforming region in which safety expectations, digital behaviors, and market differences are becoming more pronounced. Success in Latin America will require brands to adapt with nuanced, flexible strategies that move away from a one-size-fits-all approach.

The full Portrait of Latin American International Travelers™ study, including detailed market dashboards, trend analysis and strategic recommendations, is now available for purchase or as part of an all-access subscription to EurekA!, MMGY’s AI-powered research platform. To learn more, visit mmgyintel.com.