Latin America: Travel frequency rises as AI reshapes trip planning - Get updated on what's happening in tourism!

Latin American travellers are taking trips more frequently while placing greater emphasis on experiences and increasingly using artificial intelligence to plan their journeys. New research published by Civitatis points to a changing outbound market in which digital tools play an expanding role, although trusted brands and traveller reviews remain more influential when it comes to making a booking.

The findings combine Civitatis data with The LATAM Experiences Traveler, a study by Arival and Phocuswright based on 1,200 travellers from Argentina, Brazil and Mexico. According to Civitatis, travel frequency among its Latin American market increased by 32.53% during 2025, compared with 14.15% in Spain.

Brazil leads in travel frequency

Travel behaviour varies considerably between the three Latin American markets covered by the research. Brazilian respondents travel most frequently, with 30% taking four or more trips per year. The corresponding share is 21% among Argentinians and 19% among Mexicans.

Argentina and Brazil stand out for longer stays, with trips typically lasting between eight and nine nights. Despite spending more time away from home, expenditure per trip remains below the levels recorded among US and European travellers, according to the report.

The figures underline the growing importance of Latin America not only as an inbound tourism region but also as a source market with increasingly active travellers.

Experiences influence destination choice

Activities and experiences are becoming important much earlier in the travel decision process. According to the study, 60% of respondents consider experiences very or extremely important when deciding where to travel.

When choosing individual activities, 68% of travellers said they value an expert selection of experiences. This ranks ahead of language convenience, cited by 64%, and direct recommendations from a website, mentioned by 58%.

For tourism companies, the findings suggest that simply offering a large inventory may not be enough. Product selection, reputation and credible reviews are becoming important factors in converting inspiration into a purchase.

AI gains ground in travel planning

Artificial intelligence is already widely used during the early stages of travel planning. Seven out of ten respondents said they had used AI when organising a trip. The proportion rises to 80% among travellers under 35 and 78% among higher-income respondents.

Travellers primarily use the technology to select destinations, find inspiration and research accommodation and other options. Its influence drops sharply, however, when travellers move from research to purchasing.

Only 12% said they use AI tools to book an experience. At this stage, established sources of trust remain considerably more important: 77% prioritise a trusted brand and 72% consider reviews from other travellers important, compared with 42% who attach importance to recommendations generated by AI.

The figures reveal a clear distinction between AI as an inspiration and research tool and its role as a transactional channel. For travel companies targeting Latin American customers, building trust remains crucial even as AI becomes increasingly embedded in the planning process.

Mexico, Brazil and Argentina require different approaches

The research also challenges the idea of a single Latin American traveller profile. Consumer behaviour differs significantly between the three major markets examined.

In Mexico, demand is increasingly oriented towards organised activities available in the traveller's own language. “The Mexican traveller has evolved: they are digital, plan ahead and seek to ‘fill the trip’ with authentic experiences in their own language,” said Juan Rossello, Country Manager Mexico at Civitatis.

Brazil presents a different distribution challenge, with customers moving between different channels during the purchasing process. “Omnichannel is no longer an option, but an imperative necessity to connect effectively with the end customer,” said Alexandre Oliveira, Country Manager Brazil at Civitatis.

Economic conditions remain particularly influential in Argentina. “Instalment payments continue to be a determining factor when booking an activity,” said Nicolás Posse, Country Manager Argentina at Civitatis.

Latin America emerges as a more complex source market

Taken together, the findings point to a Latin American outbound market characterised by more frequent travel, strong interest in destination experiences and rapidly changing digital behaviour.

They also show why tourism companies need to look beyond regional averages. Brazilian travel frequency, Mexican demand for organised experiences and the importance of payment flexibility in Argentina illustrate substantially different consumer dynamics.

At the same time, the rapid adoption of AI introduces another layer to the distribution landscape. Travellers may increasingly turn to algorithms for ideas and research, but when money changes hands, familiar brands and the experiences of other travellers still carry considerable weight.

Image Credit: © AI generated illustration