The Latin American adventure tourism market, encompassing South America, Central America, and the Caribbean, has experienced significant growth and transformation in recent years. This comparative analysis explores the dynamic trends, traveler preferences, and industry performance across these regions, highlighting their unique characteristics and shared challenges based on ATTA’s 2024 State of the Adventure Travel Industry Snapshot report.
Tour Operator Performance
Tour operators with their headquarters in Latin America have demonstrated a remarkable upward trend in their average guest numbers per operator, reaching 3,531 in 2023. This represents a significant growth of 34% compared to 2019 (2,320 guests) and a 43% increase from 2022’s average (2,024 guests). The surge in guest numbers indicates a growing interest in Latin American destinations and the ability of local operators to attract and accommodate more travelers.
While the average trip fill rate for Latin America (53%) was slightly below the overall global average of 65% in 2023, it's important to note that this rate has been consistently improving or maintaining stability since 2020. This trend indicates a gradual recovery and growing demand for travel experiences in Latin America, despite global challenges.
Popular Destinations
Chile has emerged as a standout destination, securing its position as the second most popular host market for trips according to survey respondents, surpassed only by the United States. This achievement highlights Chile's growing appeal to international travelers, likely due to its diverse landscapes, rich culture, and unique experiences.
Brazil has been strongly positioning itself, with a special emphasis in the last two years, as a destination that is concerned about nature and the environment. Due to an increasing investment to attract adventure travelers, who characterized themselves as being more conscious about their impact on the destinations they visit, tourism is becoming a major tool for promoting sustainable development in many Brazilian states.
Meanwhile, other countries in the region are making substantial efforts to keep moving forward through a path of local development and sustainability. Colombia, Perú, Costa Rica, Ecuador, and Panamá, to mention a few, are looking to grow as leaders in the region using their own individual strengths.
While different destinations in Latin America have shifted in popularity throughout the past few years, the region as a whole has consistently captivated international travelers who are interested in learning about history and culture, engaging with local hosts, and visiting diverse landscapes and natural attractions.
Popular Activities
When looking at how adventure activities vary across the world, photographing nature and wildlife is reported as the second most popular activity among travelers to Latin America, as compared to sixth most popular on a global level. Cycling using e-bikes is the fourth most popular activity overall in Latin America, which is consistent with the expected growth in cycling as highlighted in this recent State of the Cycling Tour Operators Industry (2024) in Europe and Beyond report.
Sustainability Certification is Key
Results from the 2024 State of the Adventure Travel Industry Snapshot indicate that sustainability is a higher priority for Latin American tour operators than in the rest of the world, with 67% of respondents from that region either having or actively working toward sustainability certifications. This commitment significantly surpasses the average of all other regions, where only 47% of respondents report similar efforts. The strong emphasis on sustainability in Latin America reflects a growing recognition of the importance of environmentally responsible practices within the tourism industry, positioning the region as a leader in sustainable initiatives compared to other parts of the world.
Future Predictions
The impressive growth in guest numbers and the improving trip fill rates suggest a positive outlook for the Latin American tourism markets. This region is attracting more visitors, and tour operators are meeting the increasing demand. As travel continues to rebound globally, Latin America is well-positioned to capitalize on the growing interest in diverse and authentic travel experiences.
“In the past few years, we have seen a higher interest of adventure travelers looking to complement their outdoor activities with cultural and gastronomic experiences. This appears as a big opportunity for destinations in Latin America that have an expansive range of local experiences with connection with the local indigenous communities," said Nicolás Caram, Regional Director Latin America and Caribbean at the ATTA.
“Destinations in Latin America are understanding the value of attracting the right type of traveler, that aligns to their natural comparative advantages. This is expressed through a more active promotion in the adventure travel segment, attending more events of the kind and hosting them to attract the international travel chain to get to know their differentiated offer. This is backed by ATTA’s members declaring the importance of events for meeting their industry partners.”
Caram continued, “In 2025 we will have big opportunities to gather at important events that will take place in the region, such as AdventureELEVATE Latin America in Bonito, Brazil, 27-29 April, and the recently announced Adventure Travel World Summit 2025 that will return to Chile 10 years later, between 13-16 October.”
Due to hosting ATTA’s 2024 Adventure Travel World Summit, adventure travel in Panama is particularly expected to grow, with more than $11.3 million USD estimated to infuse into the local economy in the next 3 years solely due to buyers attending the event. Chile is hosting next year’s Adventure Travel World Summit event in Puerto Natales (registration is open now), further demonstrating the importance of adventure travel to the region’s economy.
Methodology note: For research purposes, ATTA divides Latin America into South America (Colombia and south), and Central America (Mexico through Panama) and the Caribbean islands. The terms are not used interchangeably in this article; Latin America refers to both regions and South America and Central America / Caribbean refer to their respective regions.