Agritourism in Latin America: A Cosmovision-to-Marketing Reflection

Summary Latin America boasts a distinct and rich natural and cultural heritage. The region, along with its individual countries and localities, features a mosaic of iconic destinations that cater to a wide range of travel experiences, ranging from generalized (e.g., sun, sand, and sea) to specialized (e.g., bird watching) interests. By drawing in specialized travelers – who often have higher purchasing power and tend to be more culturally and environmentally conscious – Latin America has gained recognition for its ecotourism, culinary tourism, experiential tourism, and other niche travel experiences, all of which highlight its diverse landscapes and heritage. However, agritourism in Latin America remains largely unacknowledged as a distinct travel segment despite its rich agricultural heritage, both tangible and intangible. This oversight is noteworthy given that the region is the cradle of many agricultural products that have become staple ingredients worldwide, such as potatoes, corn, and tomatoes. Alongside this agricultural wealth, Latin America offers a diverse repertoire of travel experiences that highlight unique practices, products, and lifestyles tied with its agricultural traditions. However, these experiences are seldom recognized or promoted as agritourism, missing an opportunity to leverage the region’s deep agricultural roots. The limited recognition of agritourism as a distinct brand in Latin America may stem from the region’s prevailing indigenous cosmovision, which views agriculture as an integral part of their livelihoods, thus often framed as experiential or heritage tourism. Alternatively, the region’s pride in local foods and beverages often leads to categorizing these activities under culinary tourism. Regardless of the reason, the absence of a clear and standalone identity for agritourism is limiting policy development, outreach, and advocacy efforts, thereby restricting the potential of a travel segment that brings substantial benefits to local producers, their communities, and overall society. Information © The Author 2025