Green tourism. New tourism trend in Latin America

October 7, 2022

It seems that by 2022 tourism activity worldwide and especially in Am, is recovering, however, trends indicate that there is a search for green tourism in Latin America.

The concern about climate change worldwide has reached all aspects of our lives, so we could not expect tourism to remain the same, which is why today more and more people prefer sustainable destinations to traditional tourism. Today we are going to see if Latin America is ready for this new way of traveling.

Green tourism vs. traditional tourism

Travel is always one of the activities that generate more economic flow, but for tourist destinations it also means a high flow of people and with them high carbon emissions and harmful effects on the ecosystem. Therefore, for quite some time now, the alternative to take care of the planet while traveling is green, sustainable, or eco-frendly tourism.

The World Tourism Organization defines sustainable tourism as the type of tourism that considers current and future repercussions on the environment, economy, and society in order to satisfy the needs of visitors, the industry, the environment and the host communities.

In this way, green tourism is more than just visiting natural areas or engaging in outdoor activities; it is a type of tourism that is aware of the problems that can be generated by this activity and therefore tries to actively reduce its impact. It seems that today more travelers prefer green tourism over traditional tourism, at least this is what several surveys show.

The IStock image platform through its creative research platform Visual GPS suggests that ecotourism or sustainable tourism is a growing priority for Latin Americans. In fact, according to one of its surveys, four out of 10 respondents said that green tourism is more important now than it was before the pandemic.

Tristen Norman, Director of Creative Insights for the Americas, says that according to their research, 67% of travelers believe it is important for travel brands to demonstrate their commitment to the environment and other social causes.

So, this is a new opportunity for travel companies in Latin America, especially for those that have already adopted sustainable technology.

Latin America, a green destination with local visitors

For years Latin America has been appreciated worldwide for its eco-frendly destinations, in fact, some of the most famous green destinations in the world, such as the Galápagos Islands in Ecuador or the Sierra Gorda in Mexico are in the region.

In Latin America, tourism companies and organizations have a special interest in maintaining biodiversity, as they know the value it can bring to visitors and local communities.

Another fact to consider is that tourism in the region usually has a high percentage of national tourists or those traveling within the subcontinent.

It is therefore necessary for tourism service providers in the region to understand that local tourists are also interested in a new form of tourism, a more sustainable tourism that respects the environment. Therefore, the trend is to look for destinations and companies that follow measures focused on protecting the local flora and fauna.


VisualGPS showed that more than 10% of tourists surveyed actively seek eco-frendly experiences. However, this concern is also present in the search for new ways of traveling that significantly reduce energy consumption and the impact on the environment.

Sustainable activities

Access to sustainable activities may be less complicated than it seems, since nowadays activities such as glamping, i.e. glamorous camping, or any type of outdoor activity stand out, and are in fact among the 30% of the favorite activities of Latin Americans.

The important thing is to provide an experience that places tourists in natural environments and employing energy-saving mechanisms that demonstrate to travelers that they are reducing their carbon footprint.


Green marketing for Latin America

Although ecotourism is a type of tourism deeply rooted in Latin America, it seems that the main problem is that it is not advertised as such, therefore, tourism marketing and advertising companies should start highlighting in their advertising the ecotourism activities they can offer, and just as importantly they should advertise sustainable transportation and accommodations.

Istock experts also recommend that tourism campaigns should be made for and by Latin Americans, highlighting the landscapes of Latin America, and placing Latin Americans themselves at the center of the advertising. Such ecotourism-related imagery can inspire Latin American travelers to explore their surroundings and travel more sustainably.


In conclusion, Latin America has a long tradition of offering green tourism, however, there is a need for advertising that promotes it, especially to local visitors. Now it’s your turn, tell us, do you think Latin America can attract more tourism by presenting itself in a more sustainable way?