Latin America Is Showing a Resurgence of Group Travel

While solo trips seem to be on the rise in other markets, in Latin America, group trips are showing signs of recovery and revaluing the role of reliable travel agents. 

International trips of more than a dozen and up to 20 people began to pick up in the region — in Argentina, Colombia, Perú, Paraguay and Bolivia- late last year, and consolidated during the first months of 2022, according to Buenos Aires-based market research and tourism marketing firm Promovêre. 

Besides extended family and friends’ groups, delayed weddings and graduation trips also boosted the trend. Depending on the dates, the average expense in air fare, transportation and stay is about $4,000 per person.

While this segment used to comprise about 10 to 15 percent of vacation traveling in pre-pandemic times, currently that number is of about 40 percent, according to Promovêre’s research, which crosses data from most travel associations in Latin America as well as wholesale operators and tourism agencies. The consultancy also provides training and manages representations for hotel chains, destinations and wholesalers from Argentina, Colombia, the Caiman Islands, Mexico, the U.S., among others