A recent analysis by Mabrian on the market for tourism activities on the main online platforms identifies opportunities to diversify the offer of experiences in Latin America and the Caribbean, and for each country to develop specialized strategies in this area.
Peru and Mexico are in first place and are followed by Colombia (8.4%), Dominican Republic (7.7%), Brazil (6.1%), Argentina (6.1%)
More than half of the offer of online leisure activities in Latin America and the Caribbean is concentrated in Peru and Mexico, positioning these countries as regional powers in tourist experiences as indicated by a new study by Mabrian by Data Appeal.
After Peru and Mexico are Colombia (8.4%), Dominican Republic (7.7%), Brazil (6.1%), Argentina (6.1%), Costa Rica (5%), Chile (3.4%), Bolivia (2.3%) and Ecuador (2%).
This analysis indicates that, although cultural and active tourism dominate the current offer, there remain significant opportunities for Latin American destinations to diversify their offer, specialize and strengthen their competitive positioning, in a rapidly growing global experience market.
Mabrian has analyzed the offer of tourist activities and experiences in Latin America and the Caribbean, available through two of the main online activity platforms (Civitatis and GetYourGuide), and the interests of tourist demand around this type of products, with consolidated data from the last 6 months.
The analysis indicates that Peru (25.7%) and Mexico (25.4%) represent more than half of the entire offer of activities available in Latin America and the Caribbean, which places both countries as regional powers in the experience market.
According to Carlos Cendra, Director of Marketing and Communication at Mabrian, these data indicate that large Latin American destinations have “margin to grow their offer of tourist experiences and thus spread demand throughout the territory, which will contribute to enriching the visitor experience and boosting local economies and communities.”
Mabrian’s data intelligence also shows that, in the channels analyzed, cultural experiences (36.9% of available ads) and active tourism (32% of the total) continue to be the central pillars of the activity offer in Latin America and the Caribbean, complemented by plans in nature (14.9%), gastronomic activities (11.2%) and activities related to the sun, the beach and good weather (3%). Other product categories, such as shopping and nightlife, family activities and wellness, have less available supply and together represent the remaining 2% of experience offerings across the region.
Travelers’ interests are aligned with the offer of experiences available. Cultural plans represent 40.1% of visitor reviews, reflecting the interest generated by activities that focus on heritage, arts and local traditions. The balance between active tourism (23% of reviews) and nature activities (17.1%) shows that less intensive outdoor plans are attractive for demand. Finally, the interest aroused by gastronomy experiences (16% of total reviews) indicates that there is an opportunity to further strengthen the offer of activities around local food and culinary arts, a trend that is also repeated for nightlife experiences.
“The data indicate that the market for tourist experiences in Latin America and the Caribbean has great opportunities in diversification and specialization by country, key to attracting demand from curious and demanding travelers, attracted by experiences that immerse them in the local lifestyle in a more significant way,” says the Mabrian expert. «In this way, the offer of activities and experiences will contribute to building a competitive, sustainable and long-term tourism strategy for the region’s destinations.»
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