December and January are among the busiest months for international travel. Between escaping the cold, making use of school breaks or time off, and reconnecting with loved ones, millions of travelers are on the move across the continent. Among those departing from the United States, Latin American travelers stand out. But are they only traveling to see family, or are they also traveling as tourists? What role do destinations in Latin America play, and where are the real opportunities?
A High-Volume Travel Season
The numbers speak for themselves. In the U.S. alone, over 100 million people travel during the holiday season. A significant portion heads abroad, and Latin America is one of the top regions for outbound travel. Much of that demand is driven by people visiting their countries of origin to spend time with family. Programs like “Héroes Paisanos” in Mexico are specifically designed to support this movement, with checkpoints and assistance services operating nationwide during the winter.
But not all of it is family-based. Many of these trips combine personal visits with leisure, short breaks, or cultural discovery. A family might fly back to Mexico City for Christmas and then spend a few days in Oaxaca or on the coast before returning to the U.S. In that sense, reconnecting with home often overlaps with tourism.
What Kind of Travel Are We Talking About?
There are different types of travel happening here. First, there are large family groups who return home and take advantage of their stay to explore. Then there are travelers who choose Latin America as a vacation destination over the holidays, regardless of family ties, because they’re interested in the weather, culture or experiences.
The most common activities include city tourism, local cuisine, beach escapes and heritage routes. Destinations like Mexico, Colombia or Peru attract visitors not just for reunions, but for cultural celebrations, traditional festivals, and warm weather. Many visitors see it as a chance to expose their children to customs they themselves grew up with. For others, it’s a way to rest in a familiar environment that also offers variety and comfort.
Group travel is common, often multigenerational. That makes Latin American families a prime audience for tourism products built around space, flexibility and shared experiences. Short-term home rentals, large hotel rooms and family-friendly packages tend to perform well during this period.
Duration, Planning and Budget
These are not quick weekend getaways. Most travelers from the U.S. who visit Latin America over the holidays stay at least one or two weeks. They often build their trip around both Christmas and New Year’s, taking full advantage of their time off. This longer stay opens opportunities for destinations to offer additional activities, circuits or services.
Planning usually starts early. Because demand is so concentrated and emotionally driven, many book flights months in advance. For some routes, seats are taken by late summer. Price matters, but for many families, the emotional value of being home for the holidays is worth the extra cost.
What Can Destinations Do?
The first step is to make the trip easier. Several governments already do this. Mexico has long operated a holiday program to support returning nationals. El Salvador launched a platform in 2023 offering discounts and perks for Salvadorans living abroad. These efforts go beyond logistics. They strengthen the connection between the traveler and the destination.
The second is to shape the experience. Destinations that know how to showcase their cultural richness during December have an edge. But it’s not just about promoting fireworks or festive lights. The message needs to connect with identity. Reminding people what the holidays felt like growing up or inviting their children to experience those same traditions matters more than generic marketing.
The third is adjusting the tourism offer. Think about products designed for longer stays, larger groups and families. Include day trips, heritage tours or experiences that are easy to book from abroad and easy to enjoy for all ages. And make sure the information is accessible in Spanish. That matters more than some marketers think.
Finally, reaching the traveler means knowing where to speak. Community media, local organizations, social networks and influencers with reach in Latin American communities can make a real difference. These are not tourists looking for generic packages. They are travelers with memory, emotion and specific expectations. Relevance wins.
A Segment That Deserves a Strategy
Latin Americans living in the U.S. are traveling more and spending more. But they don’t travel like everyone else. Their motivations are a mix of personal, cultural and emotional needs, and December is when all of that peaks. It's the one time of year when many can return, reconnect, celebrate and also explore.
For destinations in Latin America, this represents more than seasonal demand. It’s a chance to host a traveler who feels both local and foreign. Someone who arrives with deep ties but also curiosity. Helping that traveler feel welcome and offering them more than just a seat at the table is how destinations turn visits into loyalty and recommendations into future bookings.
So yes, they do travel. A lot. The real question is whether we’re treating them like tourists or simply like returning guests. That difference is where the opportunity lies.
