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Hispanic Travel Market

The Hispanic Market is an important and growing segment of the tourism industry that represents a great opportunity for growth both within and outside of the United States. The travel habits of Hispanics differ from those of non-Hispanics and indicate greater opportunities for tourism growth.

NTA’s Hispanic Market Initiative provides the education and tools necessary for its members to learn about this market and take advantage of the growth opportunities inherent within it.

  • U.S. Hispanic Market Data

    • The 60 million Hispanics in the U.S. represent 18% of the country’s total population today.
      • Source: U.S. Census Bureau 2017; National Projections Released in 2018
    • Hispanics have $1.5 trillion in buying power with $73 billion spent on travel.
      • Source: IHB Global Insights – 2018 Hispanic Market Monitor
    • Hispanics’ incomes are increasing. From 2000-2017, U.S. Hispanics earning $75K or more doubled compared to non-Hispanics.
      • Source: Geoscape: American Marketscape DataStream 2017 Series.
    • Hispanics’ travel habits differ from non-Hispanics’ habits and represent a great opportunity to build business.
    • Hispanics are not located in just a few areas of the U.S.; they are the majority minority in 395 of the largest counties in the U.S.
      • Source: 2018 Nielsen TV Universe Estimates. HA25-54
    • The Hispanic population is growing, with U.S. Hispanics aged 25-54 expected to grow 56% from 2018-2028.
      •  Source: U.S. Census Bureau 2017; National Projections Released in 2018
  • Learn about the Hispanic Market

    NTA provides information about the Hispanic Travel Market through the Tuesday newsletter, Courier and Routes of Faith magazines, webinars, and whitepapers.

  • NTA has provided us the research and atmosphere to brainstorm new ways of doing things and fresh additions to trips, which has led to successful business development. Rachel Ranck, WorldStrides, NTA member since 1985
  • What NTA does is provide the right buyers. They provide the right people who make decisions. This is what makes this organization one I can’t afford to take off my list. John Stachnik CTP, Mayflower Tours, NTA member since 1979
  • I came to NTA to build a business, and that’s exactly what it did for us, as sales came in. For me, it’s the only outlet for new ideas. Matthew Squire, Select Travel Service (UK), NTA member since 2002
  • NTA membership and our attendance at the convention have provided us with more clients, more business relationships and more ideas. We are proud to belong to NTA. Daniele Panzarin, Target Travel (Italy), NTA member since 2007
  • The No. 1 member benefit of NTA has to be all the great professional and personal connections we’ve made over the past decade. Taunya Wolfe Finn, CTP, Wolfe Adventures & Tours, NTA member since 2005
  • We have not found a more reliable, more profitable or more consistent tourism venue in which to acquire new business than NTA. Diane Hohnstein, Hospitality Management Services, NTA member since 1999
  • I believe attending the NTA conferences allow me to create valuable relationships and work together with U.S. operators in creating great Scotland product. Maggie Anderson, VisitScotland, NTA member since 2003
  • NTA events provide us with beneficial networking with many top tour operators. It’s national and international in scope providing a global perspective. Tim and Elaine Moulder, Brilliant Edventures, NTA member since 2015