Latinos and Tourism
By Adriana Bianco, Reporter - El Especial

Tourism is one of the world's largest industries; countries like Spain have even transformed it into a great economic resource. Mexico and Latin America have also lead the way in the tourism arena by steadily and methodically promoting their tourism product on an ongoing basis, keeping up with new trends and the changing market demands. Central America, especially Costa Rica and Panama, have also recently focused their attention towards tourism as a major economic resource.

But a new phenomenon has occurred among U.S. Hispanics who still visit their countries of origin periodically. The massive immigrant population based in the U.S. has created a new vehicle and a new opportunity to expand Latin American tourism.

Print media has also done its part to bring U.S. Hispanics more travel information. In the last few years alone, many newspapers have incorporated dedicated travel sections, many highlighting Latin American countries. I have worked as a travel writer for more than nine years, and I have seen these travel sections grow. Many experts have seen the U.S. Hispanic travel market take off. Hispanics are not only traveling more within their countries of origin, but are also beginning to vacation in other places where they speak their language and offer the security standards they have become accustomed to.

Mexico offers a close and safe escape. Its hotel and transportation infrastructure-with daily flights to various destinations in the country- is a key selling point. In Central America the two big competitors are Costa Rica and Panama. In the Caribbean it is the Dominican Republic and Puerto Rico that compete head to head.

In South America, Argentina has become the Òhot spotÓ because of the affordable prices. It's important to note that when the Mercosur agreement was signed, one of the areas that grew the most was tourism among member countries. Venezuela has tried to implement a tourism initiative, but it has been put off because of the political problems there. Colombia, whose Caribbean coast has become an isolated haven for tourism, also suffers the same plight as Venezuela. Yet, Ecuador has managed to successfully attract the American tourist.

Tourism is being threatened by international terrorism, which seriously affects communication and deployment; however, travel by Hispanics to their home country has not stopped. And there is considerable interest by U.S. Hispanics to continue learning about Latin American culture and exploring the countries where they came from.

Although there have not been extensive studies about these travel trends, one can see peeks in travel from the major U.S. cities with the highest Hispanic population like New York, Chicago, Miami and Los Angeles.

In order to develop the right strategy to develop tourism, there are many factors that need to be present. First, Latin American countries need to realize the importance of tourism as an industry, implementing sustainable programs and planning a tourism infrastructure accordingly.

You also need a tourism policy with ample reach that leverages private sector initiatives. For example, the airline industry, which is currently being chastised by the global terrorism situation, has readjusted its strategy with a united effort, including joint promotions and special package and weekend deals, thereby creating a new wave of interest.

Traveling is a reality to U.S. Hispanics; the challenge now lies in exploring new routes to expand ample and diverse tourism in Latin America. U.S. Hispanics can help the tourism between the U.S. and Latin America reach a real boom. The challenge is pushing this market and reactivating tourism policies with a coordinated objective. If the Spanish language and culture already unites Latin Americans, then tourism will unite us even more.