More Than Just Cruises and the Caribbean

The market is on the move: tour operators are expanding their portfolios, exploring new regions and responding to growing demand for individual, specialized travel experiences. South and Central America, in particular, offer innovative products and lesser-known destinations waiting to be discovered. From November 10–12, 2026, ITB Americas will make its debut in Guadalajara, Mexico, bringing this diversity together for the first time at a B2B trade show dedicated to the entire American continent. 83 percent of the exhibition space has already been booked – a clear indication of the strong interest from the travel industry.

Customers Expect Customized Offers

Many tour operators have diversified and expanded their offerings in Central and South America. DERTOUR and Meiers Weltreisen alone have added 47 new trips to their programs. Flexible tours for solo travelers to the ancient sites of Yucatán, culinary tours exploring the taco scene in the trendy destination of Mexico City, or discovery trips to the still relatively unknown El Salvador cater to a customer base that is becoming increasingly diverse and often seeks something unique. “The trend is toward specialized, theme-based trips with unique elements and local encounters. “There’s less demand for purely mainstream trips,” observes Jutta Zenner, Sales & Marketing Director at the Frankfurt-based tour operator South American Tours.

Those who work in tourism also learn to deal with crises. Just a few months after Hurricane Melissa struck Jamaica in 2025 and caused severe destruction, tourism operations on the Caribbean island had already largely returned to normal. With international support, the damage to hotel facilities and roads was quickly repaired. More than that: the tourism industry also viewed the disaster as an opportunity for sustainable investments: “We are replacing the destruction with sustainable infrastructure to become more robust and resilient,” said Jamaica’s Minister of Tourism, Edmund Bartlett.

Jamaica’s rapid return to the global tourism map demonstrates how successful destination management works: Vacation destinations that invest in modernization and communicate these efforts effectively can expect rising visitor numbers almost anywhere. Jamaica’s success serves as inspiration for the entire region. With the exception of crisis-stricken Cuba, nearly all Caribbean islands are currently enjoying growing popularity: “Along with a few other regions, the Caribbean will be among the most sought-after long-haul destinations this coming winter. This applies not only to the top-selling destinations but also, in particular, to many smaller islands,” reports Jan Frankenberg, Director of Long-Haul Travel at DERTOUR Germany. The tour operator’s Caribbean program now includes even the smallest, little-known destinations, such as St. Eustatius, a Dutch island with a spectacular volcano and attractive diving spots.

But it’s not just the Caribbean islands; numerous mainland destinations across the Atlantic are also attracting growing interest in the European vacation market. “In 2026, we’re seeing the strongest growth of the past five years. Bookings are currently up by about ten percent. That figure is even set to rise slightly,” observes Jann-Ole Potinius, Head of Marketing at the specialty tour operator Hajo Siewer Jet-Tours.

South and Central America: Winners of the Crisis

DERTOUR is also satisfied with the segment: “Overall, Latin America is performing very well, especially Costa Rica, Brazil, and Ecuador. In Mexico, the Yucatan Peninsula and Baja California are performing very well,” summarizes Long Haul expert Frankenberg. The cruise market is also proving to be a reliable source of revenue: “Demand for cruises in Central America remains strong. There is no region in the world where we offer a greater variety of cruise lines and ships. From classic cruise ships to sailing tours, there’s a trip to suit every taste,” emphasizes Frankenberg.

However, demand for trips to South and Central America is also being driven in no small part by global political developments. Tensions in the Middle East, as well as the wars in Iran and Ukraine, are contributing to many long-haul travelers looking less toward Asia and more toward the New World when planning their vacations. “In general, Latin America is holding up remarkably well by international standards. The growing uncertainties in the East have apparently caused many European travelers to turn their attention westward. The absence of terrorism and regional wars in Latin America carries more weight than the comparatively minor crises in some of the countries there,” notes Andreas M. Gross, chairman of the Latin America Tourism Working Group.

Above-Average Growth

Recent studies by the World Travel and Tourism Council (WTTC) support this assessment: According to the WTTC’s Economic Impact Research forecast, tourism growth in South and Central America will outperform the global average of 3.2 percent in 2026, reaching 4.1 percent. According to the WTTC, spending by international visitors to the subcontinent is expected to rise by 7.8 percent—more than twice the average for all other regions of the world (3.7 percent). Countries such as Bolivia, Brazil, Argentina, Panama, and Guatemala are recording robust growth figures, some of which are in the double digits. “Central and South America continue to emerge as the world’s most dynamic tourism regions. Strong domestic demand, rising international spending, and growing traveler confidence are driving stable growth,” emphasizes WTTC President Gloria Guevara.

However, there are also conflicts in this region that are hindering tourism development. Cuba’s long-thriving tourism industry has nearly collapsed under the weight of mismanagement and international isolation. In light of an ongoing severe supply crisis, many hotel chains and airlines have now removed the largest Caribbean island from their itineraries. The economic crisis in Venezuela and the resurgence of conflict in Colombia are also contributing to the fact that vacation destinations in those countries are not always easy to market at the moment.

However, even popular transatlantic destinations such as the U.S. have recently experienced just how quickly a destination’s image can be damaged. Media reports about entry denials and visa restrictions have led to a significant decline in bookings on the German market since 2025. According to Tilo Krause-Dünow, managing director of CANUSA TOURISTIK, the leading North America specialist, the reality on the ground is actually less dire: “There are neither new entry restrictions that differ from those of two or three years ago, nor are there excessive visa denials. Such portrayals are media-driven. Unfortunately, this is having a dampening effect on our business,” reports the entrepreneur, for whom the end of the lean period is now in sight: “We’re seeing demand stabilize and a growing desire to travel to the U.S. again in 2027. Destinations that aren’t top choices are experiencing disproportionately large increases—such as the southern U.S., Hawaii, and the Northwest, from Washington State to California,” notes Krause-Dünow.

High Final Prices Require Flexibility

However, the significant rise in final prices across many service segments is also causing headaches for many providers. While these price increases are part of a global trend, they are often difficult to justify for transatlantic trips: “Latin America is generally not a budget destination, partly because of its complex and multifaceted nature. High airfares don’t necessarily make the situation any easier,” laments Andreas M. Gross. Tour operators with price-sensitive clientele, in particular, are having a hard time in the current situation: “The price increases are having a negative impact on booking behavior, especially among generalists. In some cases, new South America products aren’t even launched in the first place. In specialized segments such as luxury, themed, and active travel, however, this problem is virtually nonexistent. This customer segment wants to travel to South America, is aware of the prices, and plans accordingly,” observes Zenner.

In addition, however, the market is also able to attract new customers: “Demand initially declined slightly due to the price increases, but we were able to boost it again by expanding our offerings. For destinations such as Costa Rica and Brazil, the price increases have had no impact on booking behavior; in fact, demand there has risen at an above-average rate. In general: Even in the long-haul travel market, customers pay very close attention to a compelling price-performance ratio. At the same time, we see that travel continues to be a high priority. In addition to price, planning certainty, flexibility, and the availability of desired hotels and flight connections play an important role,” reports DERTOUR expert Frankenberg.

ITB Americas 2026

ITB Americas is the first truly pan-American B2B travel trade show, bringing together destinations, suppliers, buyers and other travel industry stakeholders from across the region. As part of the international ITB brand, the event, organized by Messe Berlin Americas, provides a platform for face-to-face meetings, new business opportunities and the exchange of ideas on the latest industry developments. At the same time, ITB Americas aims to facilitate international companies’ access to markets and business partners across the region. A hosted buyer program and a conference featuring industry experts round out the three-day trade show program.