The New Reality of Tourism Advertising Investment
Figures show a clear shift in the media mix. Latin American tourism brands are increasingly allocating more budget to the online realm. In fact, in 2025, total ad spend in the region leans 57% towards online media vs. 43% offline, widening the gap from 54/46% in 2024. This reflects a shift toward digital platforms in search of broader, measurable reach in an increasingly connected tourism market.
Within the remaining 43% offline spend, OOH still holds significant weight: in 2025, OOH accounts for 31% of offline investment, getting close to broadcast TV (32%). In other words, billboards and screens are still part of the strategy, holding relevance when it comes to impacting audiences outside digital environments. However, real growth is happening online. For example, social media advertising leads the digital mix with 26% (via formats like Social Ads), and TikTok grows from 15% to 18% of spend in 2025—a clear sign that destinations are targeting younger audiences where they actually are.
ROI and Performance: Measurability Sets the Standard
Beyond investment, the big question is return. Here, digital channels boast clear metrics (CTR, leads, engagement) that allow real-time campaign optimization. How does this compare to traditional OOH? Let’s look at some key points:
Return per Dollar Spent: Some studies suggest OOH can generate around $6 in sales for every $1 invested. Surprisingly, this is similar to the average ROI of influencer marketing, estimated at $5.78 per $1. In both cases, ROI exists, but the big difference lies in how that return is tracked. OOH typically relies on total sales or econometric studies, while influencers offer more direct attribution through discount codes, links, or direct sales.
Measurement and Tracking: A public ad offers massive but diffuse impact. It’s hard to tell how many tourists decided on their trip after seeing a highway billboard (probably very few). In contrast, a digital campaign shows immediately how many clicks it got (CTR), how many leads it generated, or even how many bookings came from a Facebook ad. That’s why 60% of digital marketers say ROI measurement is their main challenge—but also their biggest obsession. Hybrid solutions have emerged: for example, OOH panels with QR codes or NFC to measure interactions—although, realistically, tourists are unlikely to stop and scan a code. Often, these tools lean more toward branding than actual marketing.
Engagement and Interaction: On social media, destinations can achieve not just impressions but real conversation. Comments, likes, shares, and even user-generated content amplify the message organically. A billboard might get photographed once in a while (heavily depending on location), but it rarely matches social media’s engagement volume. That’s why many current campaigns aim to merge physical with digital, such as DOOH screens displaying live social feeds, or contests where people participate online after seeing an outdoor ad.
It’s worth noting that OOH isn’t entirely lagging behind—when intelligently planned, it can be quite effective. A frequently cited example is the transmedia campaign by the Canary Islands in Europe, which personalized messages based on local weather: “Come to the other winter.” This action combined weather data with dynamic signage and achieved extraordinary results: an 88% tourism recovery, €544 ROI per €1 spent, and just €2.58 per visit. A brilliant case study—though atypical and not easily replicable—proving OOH can deliver when it’s smart, contextual, and impact is properly measured (in this case, by actual arrivals). However, not all OOH campaigns reach that level of sophistication, especially in Latin America, where emerging destinations face tighter budgets and need to play it safe.
Influence in Travel Decisions: From Billboard to Feed
At the end of the day, the key question is which channel actually tips the scale when a traveler chooses a destination or hotel. And this is where consumer habits have radically changed in recent years, especially among younger travelers. Let’s take a look.
Most travelers now get inspired online. A report by Phocuswright shows that 57% of travelers use social media when planning their trips (to look for ideas, info, deals, etc.). Moreover, 62% made a specific travel decision after seeing content on social media. Platforms like Instagram and TikTok have largely replaced the tourism brochure—and in many cases, even the traditional search engine. In fact, among 18 to 30-year-olds, 75% consult TikTok, Instagram, or YouTube before choosing their next destination. It’s a generational shift: Gen Z is no longer satisfied with traditional guides. They seek authenticity and real experiences, often found only on social media.
This quest for authenticity gives influencers and content creators immense power over tourism-related decisions. Content generated by other travelers—whether influencers or simply friends—creates trust: 93% of young people trust online reviews as much as personal recommendations. Unsurprisingly, the same study found that 6 in 10 Gen Zers visited a destination after seeing it on an influencer’s profile. It’s almost like "word-of-mouth 2.0." A viral TikTok showing a secret beach can drive bookings much more effectively than a static ad in an in-flight magazine. We could delve into how much credibility influencers have today compared to someone closer to the traveler, but that’s a topic for another post.
So, where does OOH fit in this influence equation? Generally, it plays a higher-funnel role: it's useful for brand/destination awareness or making a big impression in high-traffic areas. For example, seeing a giant Cartagena billboard in an airport might plant the seed of “I’d love to visit.” But today’s traveler will almost always go online to learn more before deciding. The full purchase path includes several touchpoints, and it’s in the digital world where that traveler compares prices, reads reviews, and books. In that sense, a billboard now acts more as a supporting element in a 360 campaign (reinforcing the message) rather than the single trigger for conversion.
OOH’s relevance in tourism is being challenged by digital and experiential alternatives that offer more data and flexibility. It’s not that OOH is dead—it remains powerful for visibility and brand building, especially at a local or regional level. Seeing a destination on a giant screen can have immediate emotional impact that a mobile ad might not match. Plus, OOH has evolved: with DOOH (digital out-of-home) and AI-based tech, it's now possible to segment outdoor audiences almost like online, showing specific content at certain times or in relevant locations. But it’s still blurry, and always requires ongoing campaigns to build brand presence and awareness.
However, when it comes to pure efficiency, the balance tilts toward digital. When every tourism marketing dollar counts, emerging destinations prefer to invest where results are measurable (clicks, bookings). And even consolidated destinations, though they maintain large OOH campaigns for prestige, are shifting significant budget to social media, influencers, and interactive experiences. The reason is simple: that’s where travelers are dreaming up their trips now. An inspiring TikTok video, a YouTube review, or an Instagram Story from an influencer has a direct impact on the purchase decision—something billboards struggle to match in 2025.
In a post-pandemic world where tourism recovery demands accountability for every cent spent, measurable advertising reigns supreme. OOH will continue offering mass reach and visibility, but to truly influence, it must integrate with digital (QR codes linking to exclusive promos, cross-media campaigns tied to social media challenges, etc.). Ultimately, tourism marketers must ask themselves: will this highway billboard bring in visitors—or would a digital campaign or micro-influencer investment be more effective?
There’s no absolute answer—it depends on the goal. But 2023–2025 trends clearly show that the money is moving where the data is. The future of OOH depends on its ability to reinvent itself, to be more than just a pretty sign, and to become part of a larger conversation. Today, to truly influence the Latin American traveler, you have to reach them both on the street and in their feed. And in this race for attention, pocket-sized screens are winning.
