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The Latin American Experiences Traveler

How travelers in Argentina, Brazil and Mexico plan, ​book and experience tours, activities and attractions​

Authors: Anne Failing and Douglas Quinby
Edited by: Janelle Visser

This report is available to Insider Free and Pro Access Members. Login or Register as a member.
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Summary

Latin America is one of the world's most dynamic travel markets, but specific markets within the region behave differently when it comes to booking tours, activities and attractions. Based on a survey of 1,200 qualifying leisure travelers from Argentina, Brazil and Mexico, this new Arival report — prepared in partnership with Phocuswright and sponsored by Civitatis — reveals how Latin American travelers discover, choose and book experiences, and what that means for operators, online travel agencies (OTAs) and marketers targeting the region.

Inside, you'll find data on travel motivations and family-first trip patterns, how experiences influence destination choice, and which products perform best. The report also digs into booking behavior by market and generation, the surprisingly fast rise of AI in trip planning and discovery, and where travelers are willing to pay more for premium upgrades.

Whether you're an operator, reseller, or destination marketer, the report offers practical, actionable strategies for attracting Latin American travelers, and is available at no cost to Arival Insider Free Access members – simply log in or sign up for a free membership to get your copy.

Sponsored by

WHAT’S IN THIS REPORT:

  1. Executive Summary & Key Findings​
  2. The Latin American Traveler​
    • The trips they take​
    • Intentions, outlook & sentiment​
    • Travel motivations​
    • Travel habits: spend & trip length​
  3. How Experiences Shape the Trip​
    • Experiences & the destination decision​
    • What they do & key trends​
    • How much they do & spend​
    • Attractions & tours: value & satisfaction​
  4. The Experiences Travelers Want​
    • Experience participation ​
    • Attractions & tours: how and why travelers choose​
    • Activities​
    • Upgrades & upsells​
  5. The Traveler Booking Journey​
    • Discovery & planning​
    • The role of AI​
    • When travelers plan & book​
    • How travelers plan & book​
    • The role of trust​
  6. The Wrap: Eight Keys to a Successful LATAM Strategy​

WHO THIS REPORT IS FOR:

This report is for tour, activity, and attraction operators, travel sellers and distributors, and destination marketers looking to grow their business with travelers in Argentina, Brazil, and Mexico — or anyone building a go-to-market strategy for the Latin American travel experiences sector.

WHY READ THIS REPORT:

Get key insights and actionable recommendations to develop the products and services Latin American travelers are seeking in 2026. Understand how planning and booking behaviors differ across Argentina, Brazil and Mexico — and develop market-specific strategies to meet your customers where they are at.

THE 2026 EXPERIENCES TRAVELER REPORT SERIES

ACCESS THIS REPORT

The Latin American Experiences Traveler will be available at no cost to Insider Free & Pro Access members, thanks to our sponsors at Civitatis.

Become an Insider Pro Access member today and get access to the full library of Arival research, plus many other benefits such as free consulting sessions, special discounts and 20% off in-person events, starting from $179 per year.

 

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The Latin American Experiences Traveler
How travelers in Argentina, Brazil and Mexico plan, ​book and experience tours, activities and attractions​ Authors: Anne Failing and Douglas Quinby Edited by: Janelle Visser
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