Mastercard Highlights the Rise of Purpose-Driven Tourism in Latin America

22-05-25

The Mastercard Economics Institute has released its annual report, "Travel Trends 2025: Purpose-Driven Journeys," offering an encouraging outlook for tourism in Latin America and the Caribbean. The study highlights how personal motivations—such as sports, wellness, and gastronomy—are redefining travel preferences across the region.

According to OAG flight booking data, Rio de Janeiro ranks among the 15 most preferred destinations worldwide for travelers between June and September this year. Other trending Latin American destinations include Iguazú, Cancún, Punta Cana, Recife, Florianópolis, Salvador, and Natal. San Juan, Puerto Rico, stands out as the second most popular destination for U.S. and Canadian travelers.

The report emphasizes that a passion for sports is fueling Brazilian tourism and spending among its travelers. Wellness is also gaining momentum as a travel motivation, with Costa Rica ranking among the top 10 global destinations for wellness and self-care experiences, according to the Wellness Travel Index included in the report.

Adventure travel is also on the rise, driven by a desire for exploration and the influence of social media. In Latin America and the Caribbean, Argentina, Costa Rica, and Brazil stand out in this category. National parks account for 5.9%, 5.1%, and 3.1% respectively of cross-border travel spending in these countries in 2024.

When it comes to gastronomy, the report highlights Cartagena as a top culinary destination, with the average restaurant welcoming visitors from 43 different countries in 2024. Costa Rica is also recognized for its culinary appeal.

The report also notes an increase in corporate travel spending, especially from the U.S. to Latin America and the Caribbean. Business travel is becoming more regional and strategic, indicating stronger economic ties and increased regional mobility.

The Mastercard Economics Institute report showcases how personal motivations are shaping travel trends in Latin America and the Caribbean. The region is establishing itself as an attractive destination for travelers seeking meaningful experiences, thereby driving growth in the tourism sector.

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