Marketing to the Latino traveler

I’d like to start this post with a side note, I used to work for Visit Philadelphia back when it was Greater Philadelphia Tourism Marketing Corporation.

Every year tourism offices announce their summer marketing plans geared towards their audiences. However, I can’t think of many tourism offices that specifically reach towards the Latino traveler.

The Latino traveler is taking more vacations across every income level — and spending nearly $300 more per trip, according to research by ThinkNow Research. Coupled with their buying power — which is projected to top $1.7 trillion in 2017, according to Statista, it just makes sense to target to the Latino traveler.

I’ll be honest, there wasn’t much out there when it came to Latino travel marketing campaigns. In fact, most of the articles were only about how to reach this audience.

Here are just two examples I could find of tourism offices reaching the U.S. Latino traveler:

  • In February 2018, Mexico’s tourism secretary Enrique de la Madrid said the “Viajemos Todos Por México” (Let’s All Travel Through Mexico) initiative in the United States is part of a wider effort to continue to grow Mexico’s tourism industry. The marketing campaign is designed to attract Americans of Mexican descent and other Spanish-speaking United States residents to visit the country.
  • On May 22, Visit Philadelphia® announced a major summer-long marketing effort designed to get leisure travelers to visit Philadelphia and stay overnight from Memorial Day through Labor Day. Highlights include the debut of the Filadelfia – You Gotta Feel It marketing campaign directed at the “Latinx market.”

Do you know of a city/state that has a Hispanic marketing campaign?

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