The French region of Île-de-France, whose principal destination is Paris, occupies third place with 6.8% of preferences. Andalusia and Catalonia complete the top five, each accounting for 5.9%. These findings demonstrate that interest is not confined exclusively to Europe’s major capitals but also extends to regions with distinctive cultural identities, diverse landscapes and a wide variety of experiences.
The fifteen most sought-after destinations also include Tuscany, Lombardy, Campania and Veneto in Italy; Northern Portugal; Greater London in the United Kingdom; Apulia, also known as Puglia; North Holland in the Netherlands; and the Spanish regions of Galicia and Valencia. The composition of the ranking confirms the strong presence of Mediterranean destinations while also including major urban areas and northern European regions.
Spain and Italy clearly dominate the selection. Their leadership is supported by the cultural affinity that many Latin Americans experience when travelling through both countries, as well as by their historical, family and linguistic connections. These advantages are reinforced by extensive air connectivity, a diversified hotel offering and the opportunity to combine several cities or regions within a single itinerary.
Cultural heritage, the arts and traditions constitute the primary motivation for travelling to Europe, accounting for 40.3% of the preferences analysed. This figure demonstrates that Latin American visitors are not interested solely in viewing famous monuments. They also seek to understand local history, participate in the life of their chosen destinations and discover cultural expressions that retain a distinctive identity.
Gastronomy ranks second among travel motivations, representing 12.5%. Markets, restaurants, local produce, wines and traditional recipes are becoming increasingly important when planning a journey. Family travel accounts for 11.9%, while shopping represents 11.8%, confirming the importance of an offering capable of combining leisure, shared experiences and retail opportunities.
Preferences also vary according to the traveller’s country of origin. Nature and active tourism generate considerable interest across several markets, while wellness-related experiences are particularly important to Brazilian visitors. Nightlife and a pleasant climate are especially valued by Argentinians, Colombians and Mexicans, enabling destinations to tailor their promotional campaigns to more specific expectations.
This diversity of motivations requires destinations to move beyond promotional strategies based exclusively on major tourist landmarks. Latin American travellers are looking for authentic, memorable experiences connected to everyday local life. They wish to visit museums and monuments, but also to explore neighbourhoods, sample regional cuisine, attend performances, purchase characteristic products and share activities with family or friends.
For European tourism authorities and businesses, these results present an opportunity to develop more personalised products. Segmentation by interests, age, nationality and type of trip can encourage longer stays and a more balanced distribution of visitor expenditure. It can also support the promotion of secondary destinations near Madrid, Rome, Paris or Barcelona, reducing the concentration of tourists at the best-known sites.
The leadership of Madrid and Rome confirms that heritage remains a powerful driver of tourism, while also demonstrating that travel decisions are shaped by a combination of emotions, services and experiences. Europe continues to occupy a privileged position among Latin American travellers and has considerable scope to strengthen it through improved connectivity, genuine hospitality and carefully designed experiences that allow visitors to discover each destination in greater depth.
