¡Vamos!: 5 Strategies That Win Latino Travel Advisor Business
October 02, 2025
Destinations seeking to attract the growing Hispanic and Latino travel market need to reevaluate how they collaborate with Latino travel advisors first. Throughout Hispanic Heritage Month, we celebrate Latino culture and communities, but destinations need to connect with the travel advisors that reach this growing market sector year-round.
Just look at in-bound travel to the U.S. from the Hispanic market. Recent data showed a 14.9% growth in Mexican arrivals in the U.S. between March 2024 and 2025. That’s a full 26.7% of international visitors to the U.S., second only to Canadian visitation, which as we know, is on the decline. It’s just one of many signs that Hispanic and Latino travelers are increasingly on the move.
One of the best ways to connect with these travelers is with travel advisors who shape decisions for this growing market of Latino travelers. For DMOs, building trust and meaningful partnerships with Latino travel advisors opens doors to stronger community ties, expanded reach and new bookings.
Embracing the right strategies will help DMOs cultivate stronger relationships with Latino travel advisors and position themselves as valued partners year-round.
1. Lead with Authentic Representation
Latino advisors value destinations that reflect their clients authentically. Too many destinations lean into tokenism or pander to niche groups in disingenuous ways. Instead, DMOs need to show diverse travelers in marketing visuals while highlighting Latino-owned businesses and cultural attractions. It’s not just about a one-off mention. Travel advisors need stories to share with their clients to make it clear they’ll be welcomed in a destination.
Top tip: Collaborate with Latino content creators and businesses to create more vibrant storytelling opportunities. Share this with Latino travel advisors so they see the representation that resonates with their clients.
2. Invest in Relationship Building
Latino advisors emphasize personal connections. Trust and respect are key, as it should be with any advisors. But specialized or niche groups of travel advisors often get little more engagement than sales calls. That’s not enough. Destinations need to attend Latino-focused trade shows, associations and networking events to make their case more convincing.
Top tip: Make time for one-on-one conversations that prioritize listening and understanding the needs of Latino travel advisors.
3. Provide Culturally Relevant Tools in Spanish
Language accessibility builds credibility and makes it easier for advisors to sell a destination. Leaving Latino travel advisors to translate your materials into Spanish presents an unnecessary hurdle to building success with them. No advisor needs more homework. Provide all itineraries and training sessions in Spanish to cement stronger engagement with these industry partners.
Top tip: Translate not just words but cultural context—ensuring tone and references resonate authentically with your Latino travel advisors. And be mindful of what’s happening in the headlines that could impact what you say, and how you say it.
4. Highlight Latino-Owned Experiences & Local Voices
All travelers enjoy seeing their own interests and voices highlighted in a destination. It’s comforting. Help travel advisors showcase destinations that offer more than just mainstream attractions by featuring Latino-owned restaurants, cultural tours, and community experiences in itineraries and pitch decks. Even if it’s a small part of your destination, these stories will resonate loudly with these advisors.
Top tip: Spotlight stories of local individuals or businesses to create pride and build advisor confidence in recommending your destination. They want their travelers to experience new and different things, but having a touchstone of familiarity shows that you’re all on the same page.
5. Show Commitment Beyond Hispanic Heritage Month
Latino and Hispanic engagement should be year-round, not seasonal. These travelers are booking all year long. Travel advisors will see through your efforts if you relegate all outreach to Hispanic Heritage Month. Instead, provide consistent updates, invitations to events, and recognition of Latino advisors’ contributions to foster loyalty.
Top tip: Create ongoing advisory councils or feedback loops with Latino advisors to keep collaboration strong. Build a calendar internally to ensure your team is checking in at the right times, and consistently.
Winning Latino travel advisor business is about more than sales. It’s about building authentic, lasting partnerships rooted in trust, respect, and cultural relevance. This Hispanic Heritage Month, and every month thereafter, DMOs must commit to engaging Latino advisors as key partners who can shape the future of tourism growth.
By following these five strategies and leveraging DCI’s trade marketing expertise, destinations can foster relationships that deliver real impact year-round. Get in touch with Vanessa Gonzalez-Hernandez at vanessa.gonzalez-hernandez@old.aboutdci.com to learn more about partnering with DCI.
