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In recent years, there has been a marked shift in how travellers engage with luxury tourism. Today’s high-end travellers are looking beyond five-star hotels — they seek privacy, exclusivity, and highly personalised experiences. Their expectations include tailor-made itineraries, private villas, and access to destinations that remain out of reach for most, such as remote islands, Antarctica, and even space.
But where are they coming from? While traditional markets such as Europe, the Middle East, and the United States have long dominated luxury tourism, new markets are emerging. These rising regions are bringing fresh demand and reshaping the global landscape of high-end travel.
Among the emerging markets leading this transformation, Latin America stands out as one of the most exciting and fastest growing. But how can tourism providers capitalize on this market?
Traditional Luxury Travel Markets
Historically, luxury tourism has been fueled by well-established source markers such as the United States, Europe, and the Middle East. The US remains a key player with travelers following predictable travel patterns: skiing in the winter and resorts in the summer. As for Europe, it is both a destination and a source market that sees significant outbound luxury tourism from countries such as Germany, Switzerland, Italy, France and the UK.
Similarly, Middle Eastern markets such as the UAE, Saudi Arabia, and Qatar are showing a strong appetite for ultra-luxury experiences. These travelers often prioritize privacy and are drawn to iconic fashion capitals like London, Paris, and Milan for their shopping appeal. Family-oriented travel and culturally rich destinations also rank high on their agendas.
Latin America: A Rising Luxury Tourism Force
The Latin American market is no longer just an emerging player. It is becoming a major force in the global luxury travel market. In countries such as Mexico, Brazil, Argentina and Colombia are reshaping the profile of the high-end tourist. For example, according to Luxonomy, the LATAM luxury goods market is currently valued at over 31.6 billion USD and is projected to reach 50 billion USD by 2032. This growth trend is due to concentrated wealth and an increasing interest in luxury lifestyles.
For instance, in Mexico, the top 10% of the population holds for 80% of the country’s wealth while the bottom 50% possessed -0.3% (Statista, World Inequality Database). These elite travelers invest heavily in unique experiences, from gourmet dining and bespoke art tours to exclusive retreats both at home and abroad. Brazil boasts a luxury market estimated at USD 7 billion with a 9% annual growth rate, while Mexico follows closely at USD 5 billion. Argentina, though more niche, maintains strong demand with 6% annual growth. Colombia and Chile are also contributing to the region’s rising status.
Understanding the Latin American Luxury Traveler
Luxury travelers from Latin America are experienced driven and very selective. When traveling they look for personalized and well-curated journeys that reflect their tastes and values. Their demands go beyond the conventional definition of luxury, ranging from wellness-focused travel and sustainability to slow luxury long stays with deep cultural discovery and immersion.
According to Virtuoso, 3% of the global population accounts for 20% of global travel spending. These high spenders travel seven times more than average and demand VIP services such as private villas and transportation, personalized service and more. Requests for these services have increased by 89% in the last year (Virtuoso Insights, 2024). Slow travel and cultural authenticity are especially important to Latin American elites.
In an interview with Mexican news outlet Excélsior, Mario del Duca, NUBA’s Director for Latin America, emphasized that Mexican luxury travelers are particularly significant: “Mexicans love to travel well; they want the best.” He also noted that Mexico accounts for 65% of NUBA’s revenue and that their average spend is four times higher than that of Spanish clients.
How to Attract the Latin American Market
According to a 2023 Bain & Company report on luxury consumer behavior, personalization is no longer a perk—it’s an expectation. Latin American travelers, particularly from Mexico and Brazil, prefer curated, immersive experiences that reflect their lifestyle and values. This includes tailor-made itineraries, Spanish-speaking guides and concierges, and exclusive access to cultural and gastronomic experiences.
A study by the International Luxury Travel Market (ILTM) highlights that Latin Americans rely heavily on trusted travel advisors and word-of-mouth recommendations, often booking through luxury travel agencies rather than online platforms. Prestige and brand recognition are critical drivers, with a clear preference for established luxury names that resonate on a global level.
Furthermore, McKinsey & Company’s 2022 Global Luxury Report indicates that Latin American consumers place increasing value on sustainability and wellness in their travel choices. Brands that incorporate eco-conscious practices, offer wellness-focused amenities, and support local communities will be best positioned to attract this audience.
From the first point of contact to the post-travel follow-up, high-end Latin American travelers expect impeccable attention to detail, family-friendly yet elite service, and authentic local experiences delivered with sophistication and discretion.
Conclusion: The Latin American traveller presents global opportunities
The Latin American travel market is rapidly emerging as a highly attractive segment for international destinations offering luxurious and bespoke experiences. A combination of growing purchasing power and a strong appetite for travel creates diverse and promising opportunities for tourism providers.
Destinations that offer exclusive, tailored experiences—along with Spanish-speaking concierges and guides—are well positioned to meet the expectations of affluent Latin American travellers. Their willingness to invest in high-quality, unique experiences, coupled with a preference for less crowded destinations, opens doors for global locations that prioritise excellence, sustainability, and personalization.
KLEBER GROUP offers tourism companies a strategic platform to establish a strong presence in the Latin American market. With an office in Madrid—an important hub for Latin American travellers—and team members with roots in the region, our partners benefit from deep cultural understanding, market insights, and a robust network of key decision-makers and media contacts.
We support our partners in developing tailored PR strategies that address the distinct preferences and travel behaviours of the Latin American market. This enables tourism providers to meet the high expectations of Latin American travellers and gain a competitive edge. Let us work together to strengthen your brand and attract visitors from this vibrant and dynamic region.
Credits:©️ Unsplash | Random Institute
Citations:
1. Forbes. (2024). Tendencias que marcarán los viajes de ultralujo, de acuerdo con NUBA.
2. CEOWORLD Magazine. (2024). The Effects on Global Tourism as Mexican Travelers Spend 21.5% More This Year.
3. El País. (2024). De la crisis de los millonarios rusos a las nuevas clientelas de Latinoamérica: estos son los factores que propician la metamorfosis del lujo.
4. TravelPulse. (n.d.). Hot Trends in Latin America Travel: Wellness, Sustainability and Bespoke Experiences Lead the Way.
5. Virtuoso. (n.d.). Insight Vacations, Inc
6. Bain & Company. (2023). Global Luxury Market Projected to Reach €1.5 Trillion in 2023 – A New Record for the Sector as Consumers Seek Luxury Experiences.
7. World Inequality Database. (n.d.). Mexico – Income and Wealth Inequality.
8. McKinsey & Company. (2022). State of Fashion: Luxury Edition.
9. ILTM & Altiant. (2022). Buzz vs. Reality: Decoding the Luxury Travel Consumer’s Mindset in APAC.