Travel in Latin America

December 2024

As elsewhere, the pandemic decimated travel sales in Latin America in 2020. However, since then, a strong recovery has been underway, with travel sales in the region expected to return to their pre-COVID-19 levels again in 2025 in real value terms. Further growth is expected, with leading market Mexico among the main drivers of this in the coming years, with online booking also expected to continue taking share from offline at a regional level.

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This report comes in PPT.

Key Findings

Travel a key industry for Mexico

Travel and tourism are important pillars in the Mexican economy as well as its society at large. With this in mind, the country continues to invest in infrastructure as well as diversifying its offer. For example, in addition to new airport openings, such as Felipe Ángeles International Airport or International Felipe Carrillo Puerto Airport, a number of destinations in Mexico have also been added to the Michelin Guide.

Concerts and festivals a draw in Brazil

In Brazil, festivals and concerts continue to attract many tourists, who make holiday plans that include musical events taking place at the destination and date of their trip, or they travel with the main purpose of attending a specific event. An example of this was Madonna’s free concert on Copacabana Beach, attended by an estimated 1.6 million people in May 2024.

Short-term rental capacity increasing in Argentina

Short-term rental availability has increased significantly in Argentina, stimulated by the country's low regulation and tax burden on this type of accommodation. The ability to earn informal income in dollars is much more appealing to apartment owners than renting permanently to local residents, especially as this practice is scarcely regulated or monitored.

Sustainability to the fore in Colombia

With the Colombian government’s various initiatives to propel tourism growth including its “Tourism in Harmony with Life” strategy – prioritising environmental conservation, sustainable economic practices and the integration of historically marginalised regions – the country picked up the “Leading Green Destination of South America” award in 2023.

Scope
Key findings
Latin America to see above-average sales and per capita CAGRs over 2024-2029
Return to pre-pandemic sales level expected in 2025 in real value terms
No categories back above their pre-pandemic sales levels in 2024
Online booking makes major actual sales gains over 2019-2024
Short-term rentals a dynamic category in 2019-2024
Positive growth in current value terms but declining sales in real value terms over 2019-2024
Mexico is home to the leading travel industry in Latin America
Colombia wins “Leading Green Destination of South America” award
Short-term rentals thriving in Mexico
Live Aqua moves into the top 10 rankings, with Airbnb continuing to lead
LATAM Airlines achieves “highest sustainability performance”
Aerolíneas Argentinas moves up the rankings
Booking Holdings cements its lead among travel intermediaries
Brazilian OTA 123 Milhas collapses into bankruptcy
Positive growth expected throughout the 2024-2029 period
Digital bank Nubank expanding its offering in booking in Brazil
New airports opening in Peru
Argentina: Market Context
Argentina: Competitive Landscape
Brazil: Market Context
Brazil: Competitive Landscape
Chile: Market Context
Chile: Competitive Landscape
Colombia: Market Context
Colombia: Competitive Landscape
Ecuador: Market Context
Ecuador: Competitive Landscape
Mexico: Market Context
Mexico: Competitive Landscape
Peru: Market Context
Peru: Competitive Landscape

Travel

Travel encompasses several categories including tourism flows, lodging, travel modes, in-destination spending and booking.

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