By Sabina Peregrina | August 28, 2025
The Latino community in North America is reshaping the travel industry. With Latino travelers in the U.S. expected to increase trips by 10% in 2025 and inject over $165 billion into the tourism economy, their influence is undeniable. In Canada, where Latinos make up only 1–3% of the population—primarily in cities like Toronto and Montreal—their travel patterns are gaining visibility and traction.
Driven by family ties (61% travel to reunite with loved ones), popular culture, and social media, Latinos seek immersive, meaningful travel. Beyond traditional favorites like Las Vegas or Cancún, these five emerging destinations stand out for their authenticity, accessibility, and cultural richness.
1. Myrtle Beach, South Carolina (USA)
With 60 miles of golden beaches, golf courses, and amusement parks, Myrtle Beach is becoming a go-to family vacation spot. Its affordability and proximity to Latino communities on the U.S. East Coast have sparked a steady rise in interest. Spanish-speaking Airbnb users increasingly book here, making it a coastal gem to watch.
2. Florianópolis, Brazil
Nicknamed “Floripa,” this island paradise in southern Brazil blends breathtaking beaches and lagoons with vibrant Portuguese and South American culture. In 2023, it saw a boom in bookings from North American Latinos eager to reconnect with their roots. With a growing focus on sustainability and cultural festivals, it’s a top pick for 2025.
3. Sabaneta, Colombia
This lively suburb of Medellín has become a cultural hotspot. With its celebrated paisa cuisine (think bandeja paisa), traditional festivals, and lush Andean landscapes, Sabaneta saw a notable uptick in family and cultural tourism in 2023. Improved safety and infrastructure continue to boost its appeal for 2025.
4. San Salvador, El Salvador
The Salvadoran capital is emerging as a top destination for Latinos wanting to reconnect with Central American roots. Surrounded by volcanoes and home to culinary icons like pupusas, San Salvador experienced a surge in bookings in 2023, particularly from Salvadoran communities in Los Angeles. Eco-tourism and better air connectivity make it one to watch.
5. Austin, Texas (USA)
Austin, the tech-savvy capital of Texas, is thriving with music, innovation, and strong Latino cultural roots. With a growing number of searches in 2023, the city appeals to 53% of Latino travelers influenced by social media trends. Between SXSW, Tex-Mex cuisine, and career opportunities, Austin is primed for continued growth in 2025.
Latinos on the Move
Latinos travel to Latin America 38% more than other demographic groups and spend more per trip. As their influence grows, the travel industry must prioritize representation and tailored messaging. From vibrant beach towns to cultural urban hubs, these emerging destinations are redrawing the map of travel in North America—through the lens of culture, family, and belonging.
