The new phase of trade instability between the United States and its global partners is creating unexpected side effects — and tourism is one of the sectors most impacted. Amid the appreciation of the dollar and the flight of capital from developed countries, Latin American nations are increasingly occupying a strategic space on the radar of international travelers.
Brazil, for example, is already feeling the effects. With the devalued real, the country has become a highly competitive destination in the global market. Foreign visitors find more affordable prices, authentic experiences and natural attractions that rival the most popular destinations in the northern hemisphere — now in decline, both due to costs and uncertainty.
As we highlighted in the article “Trump’s Tariffs: How Brazil Can Turn Tourism Risks into Opportunities”, the weak real can be a strategic advantage if there is preparation, investment and international positioning.
But the phenomenon is not limited to Brazil. Countries such as Colombia, Mexico and Peru are also being rediscovered by European and American tourists looking for cheaper and culturally rich destinations — all of this fueled by the global currency crisis.
A new tourist axis?
While classic destinations like Paris, New York or Tokyo face inflation and rising service prices, cities like Cartagena, Salvador and Cusco are starting to receive more attention. International tour operators are already repositioning packages and campaigns with a focus on Latin America, presenting the region as a more affordable alternative — and just as fascinating.
Furthermore, the advance of digitalization and professional nomadism has attracted remote workers, especially Europeans, to Latin countries where exchange rates are favorable. This more demanding and stable audience can become a growth engine for local and medium-sized economies.
Opportunity requires preparation
This new cycle is not eternal. International tourism is highly sensitive to political stability, security and infrastructure. Countries that do not prepare themselves run the risk of missing the right time and frustrating incoming tourists.
To take advantage of the currency boom, governments and businesses in the region need to:
- Invest in hospitality, sanitation and connectivity;
- Improve workforce training in the sector;
- Promote destinations with digital intelligence and well-targeted campaigns.
Conclusion
The currency crisis and trade war are redrawing the map of global tourism — and Latin America has the chance to take center stage.
But this window of opportunity, like every geopolitical window, it won't stay open forever.
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