Reasons to follow travel influencers Latin America 2019

Three quarters of tourism consumers in Latin America who followed social media influencers said that they did it mainly due to the specialized content, according to a survey carried out by Axon in 2019. For another 23 percent of respondents, the reason was the news or trends provided by the influencers they followed. Only two percent of Latin American tourism consumers followed social media influencers just because of the number of followers they had.

Motivations of tourism consumers to follow travel, fashion, and/or lifestyle influencers on social media in Latin America in 2019

Characteristic	Share of respondents
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Release date

July 2020

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Region

Central and South America, Mexico

Survey time period

February 27 to March 1, 2019

Number of respondents

150 respondents*

Special properties

Base sample: 82 percent of respondents who reported to follow social media influencers

Method of interview

Face-to-face interview

Supplementary notes

* Survey was conducted among attendees to the international ANATO fair in Bogota, Colombia. The sample of the survey include 100 users of tourism services and 50 tourism service providers such as destination promotion agencies, travel agencies, hotels, and airlines.
The term social media influencers encompasses youtubers, instagrammers, snapchatters, bloggers, twitters, and similar.

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