Latin America Enters a New Phase: From Showcasing Its Destinations to Becoming a Strategic Market for Global Tourism

By Rodolfo Milesi – Founder, Branding Latin America Group.

Two decades ago, Latin America embarked on a determined path: positioning its tourist destinations and nation brands on the global stage. Led by tourism ministries and promotion agencies, this ambitious endeavour was remarkably successful.

The region transitioned from limited international visibility to becoming a magnet for global travellers, welcoming increasing numbers of visitors from Europe, Asia, North America and the Middle East. Thanks to public and private investment, institutional leadership and well-crafted campaigns showcasing its culture, nature, gastronomy and hospitality, Latin America’s image has been significantly elevated.

In recent years, governments and tourism boards from Europe, Asia and the Middle East have begun launching tailored campaigns, opening commercial offices and actively participating in regional trade fairs such as FIT, WTM Latin America, ANATO and the upcoming ITB Americas (2026). Their goal? To attract the Latin American traveller.

And this is no ordinary traveller. The Latin American tourist has evolved: they are discerning, culturally engaged, and seek unique experiences. They are willing to invest in high-quality travel and value authenticity, wellbeing and meaningful local connections, making them a strategic audience for destinations aiming to reposition themselves, diversify their source markets, or grow within the premium segment.

But interest in Latin America goes beyond outbound tourism. More and more countries now view the region as fertile ground for business, from institutional partnerships to investment in infrastructure, hospitality, air connectivity and tourism services. Latin America, then, is not only exporting travellers; it is also offering the conditions and opportunities for impactful, long-term collaborations.

At Branding Latin America Group, we bring over 20 years of experience connecting our region to the world. I trained under the mentorship of Lord Bell, the legendary British public relations advisor to Margaret Thatcher, and led high-level global campaigns before founding the agency to specialise in Latin America’s international positioning. This foundation has shaped our vision: strategic, credible and globally minded.

Today, we support both Latin American governments seeking to strengthen their presence abroad and international tourism boards looking to enter or grow in Latin American markets. We help them promote their destinations, forge key partnerships and create long-term value.

Branding Latin America is the only communications agency fully specialised in the global positioning of Latin America, with expertise in tourism, nation branding, investment promotion and export development. Headquartered in London, with offices in Madrid and a network of partners across Europe, the Middle East and Asia, we recently opened new offices in Buenos Aires to strengthen our regional presence. From here, we work alongside Latin American governments, corporations, and international institutions seeking to align with the region’s future.

The time is right for Latin America. Once again, tourism is the bridge, not just for attracting visitors, but for building strategic, long-term ties.

As Claudia Morales, CEO of Branding Latin America Group, says: “Today, the world looks to Latin America not only to attract tourists, but to forge meaningful partnerships. The region offers talent, creativity and a globally connected mindset. This is a powerful combination not only for the future of tourism, but also as a driver of sustainable economic growth across our nations.”

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