Latin American tourists in Europe: main travel motives and destinations
Travellers from Brazil, Mexico, Argentina, Colombia and Chile book Europe more than two months in advance and stay on the continent for about two weeks. Alongside major cities, regions offering culture, gastronomy and experiences off the beaten track are gaining increasing ground.
The Latin American market is showing a profile that could be of particular interest to European destinations for the development of longer and multi-destination trips. According to an analysis by the platform Data Appeal Mabrian, Culture, art and local traditions account for 40.31% of the reasons for travelling to Europe. Gastronomy is second at 12.5%, followed by family trips and shopping.
Madrid and Rome remain strong, but the travel map is expanding
Five Spanish and six Italian regions together attracted 54.2% of analysed stays during 2025. Madrid tops the list with a share of 11.51%, ahead of Lazio, i.e. the wider Rome area, with 8.21% and Île-de-France with Paris at 6.81%. Andalusia and Catalonia each have 5.91%.
However, a more interesting signal for tourism industry comes from outside the leading urban centres. Since 2023, Apulia has almost doubled the number of guest stays from the analysed Latin American markets. Galicia records growth of 21.31%, the Budapest area 19.21%, Vienna 17.41%, and Castile and León 15.11%.
Booking 73 days in advance opens up room for early sales
The average booking window is 72.7 days, while travel in Europe lasts for 14.5 days. Couples account for 40.6% and families 27.5% of demand. These are segments well-suited to itineraries connecting multiple cities and countries, especially when the product combines cultural heritage, food, and local experiences.
Hotels are the largest single category, but they do not hold the majority
Hotels attract 46.4% of guests, tourist accommodation 17.2%, and other types of accommodation 36.4%. Among hotel guests, three- and four-star properties account for the largest share.
These data above all raise the question of distribution and product. A market that stays for two weeks and responds strongly to culture and gastronomy naturally suits combined routes, but promotion and B2B sales must start early enough to catch the almost three-month planning cycle.
