Tourism Drives Latin America's Attractions Industry to US$34.8 Billion Economic Impact

Tourism continues to strengthen the attractions industry across Latin America and the Caribbean, where the sector generated an estimated US$34.8 billion in economic impact during 2024. Supported by nearly 396 million visits and more than one million jobs, the industry is entering a new phase of growth driven by expanding entertainment offerings, infrastructure investments, and evolving visitor expectations.

According to the 2025 IAAPA Latin America & Caribbean Economic Impact Study, Brazil and Mexico remain the region's leading markets, while several other countries are gaining momentum through new tourism developments and diversified attractions.

Brazil and Mexico remain the industry's largest markets

The IAAPA report identifies Brazil and Mexico as the primary drivers of the regional attractions industry.

Brazil recorded approximately 120 million visits to attractions in 2024, making it the region's largest market by attendance. Meanwhile, Mexico generated the highest economic impact, reaching US$11.3 billion, equivalent to roughly one-third of the industry's total regional contribution.

Brazil followed with US$9.2 billion, while several other countries also made significant contributions:

Emerging markets continue to expand

Beyond Brazil and Mexico, IAAPA sees encouraging growth across several Latin American markets.

According to Paulina Reyes, Executive Director for Latin America and the Caribbean at IAAPA, countries including Colombia, Chile, Peru, and Argentina are benefiting from stronger tourism activity and increasingly diversified entertainment offerings.

"The most encouraging aspect is that we see an industry that is becoming stronger, more diverse, and better prepared to meet visitors' evolving expectations. These figures reflect the importance of our sector as a driver of tourism, investment, and economic development," Reyes said.

She highlighted the region's diversity as one of its greatest competitive advantages, combining traditional attractions with new entertainment concepts.

Attractions evolve beyond traditional theme parks

While theme parks, amusement parks, and water parks continue to expand as tourism anchors, IAAPA notes that family entertainment centers, nature attractions, and adventure experiences represent a substantial share of the regional industry.

At the same time, new entertainment concepts centered on short immersive experiences and gastronomy are gaining popularity.

"This diversity allows us to attract very different audiences and strengthen tourism from multiple angles. We increasingly see an industry capable of combining recreation, learning, and meaningful connections with the surrounding environment," Reyes explained.

As a result, destinations are increasingly competing to offer complete entertainment ecosystems that encourage longer stays, attract more visitors, and generate greater economic benefits for local communities.

New projects support regional expansion

IAAPA points to a wave of new developments and expansion projects across Latin America and the Caribbean.

Among the initiatives highlighted are Cacau Park, Beach Park, Beto Carrero World, and Aqua Foz Aquarium in Brazil; Vidanta World and Mundo Charro in Mexico; the expansion of Xocomil Water Park in Guatemala; the expansion of Salitre Mágico and the construction of a new hotel at Parque del Café in Colombia; as well as the relocation of Fantasilandia and the opening of a new water park in Chile.

These investments reflect the industry's continued commitment to expanding tourism infrastructure throughout the region.

Industry outlook remains positive through 2030

According to IAAPA, the attractions industry is expected to benefit from sustained growth in tourism and recreational spending through 2030.

The association believes opportunities remain available both in established markets and in countries where significant room exists for new developments, provided that favorable business conditions continue to support investment.

Reyes emphasized that future success will depend on delivering high-quality experiences while balancing innovation with long-term sustainability.

"The challenge is no longer simply to grow, but to grow responsibly with a long-term perspective. The industry must continue attracting and developing talent, prepare for the impacts of climate change, and incorporate new technologies that strengthen both operations and the visitor experience," she said.

Technology, sustainability, and authentic experiences shape the future

IAAPA identifies several trends expected to define the next stage of the attractions industry.

Visitors are increasingly seeking authentic, personalized, and memorable experiences, while placing greater importance on sustainability and responsible tourism.

The study also highlights growing demand for digital tools that simplify the visitor journey, attractions connected to intellectual property, experiences that celebrate local culture and identity, wellness-focused offerings, and business models that integrate environmental, social, and governance (ESG) principles.

As part of these efforts, IAAPA is developing its Vision 2030 initiative to help prepare the global attractions industry for future changes.

With its cultural diversity, natural resources, and experienced local operators, the association believes Latin America and the Caribbean are well positioned to continue building a stronger, more resilient, and increasingly relevant attractions industry in the years ahead.