Are We Ready to Lead the Future of Tourism in Latin America? Reflections from a Historic Crossroads

🔍 This blog is an analysis of the article published by Bary Roberts on June 20, 2025, titled At the Crossroads of Latin American Tourism, available on LinkedIn.

Few voices in Latin America possess the authority, experience, and clarity with which Bary Roberts analyzes the major issues shaping regional tourism. With a career spanning both the public and private sectors—and decades of commitment to sustainability, innovation, and governance—Bary has not only witnessed the transformation of tourism across the continent, he has actively shaped many of those changes. That’s why when he states we are at a historic crossroads, it’s worth paying attention. His latest article, published on June 20 on LinkedIn under the title At the Crossroads of Latin American Tourism, is not merely an opinion piece—it is a well-grounded alert aimed at governments, businesses, and communities alike. In the face of a new global context, Bary calls on us to decide whether we will continue to adapt half-heartedly or take the lead in forging a new era of tourism in the region.

Bary was both a witness and a driving force behind the emergence of ecotourism—as both a concept and a practice. During his years training and mentoring the first generations of nature guides in Costa Rica, he helped shape a vision that, at the time, seemed utopian: guiding visitors through nature without destroying it, promoting a respectful relationship between humans and the environment. Decades later, he clearly sees how that once-radical idea has become a global demand. Sustainable tourism is no longer an alternative—it is the minimum expectation for today’s conscious travelers. For Bary, destinations that understand this new reality—and authentically integrate it into their development models—will be the ones to lead the way. Because when nature is respected and protected, it not only preserves ecosystems—it activates, as he says, a true Formula 1 engine of sustainable development, unmatched in performance, power, and future potential.

Another structural shift he analyzes with precision is the massive arrival of digital nomads to Latin America. This new kind of traveler doesn’t just visit—they temporarily settle in, work from cafés or rural areas, consume local goods, and build networks. While this trend presents an enormous opportunity to boost regional economies year-round, it also contains a silent risk: that local communities may become marginalized in their own territories. To prevent this, governments and educational institutions must urgently expand access to technical, digital, and professional training in these receiving areas. It’s not just about reliable internet or new coworking spaces—it’s about democratizing knowledge and opportunity so that local talent can benefit from, and not merely observe, the new dynamics this phenomenon brings.

Bary closes his article with a direct call to action: we cannot leave the future of Latin American tourism to chance or external forces. What’s needed is strategic planning, shared vision, and political will to align public, private, and community interests. The success of each destination will depend on its ability to move beyond fragmented marketing efforts and toward comprehensive management models that prioritize community well-being and long-term sustainability. This requires investment in infrastructure, clear policies, capacity-building, and genuine coordination between stakeholders. And, above all, it requires leadership.

At the Center for Tourism Studies (CET), we fully align with this call. Our daily work moves precisely in this direction: generating reliable data, articulating strategic proposals, supporting public processes, and assisting territories that choose to transform their tourism models with a regenerative vision.

📊 We invite you to explore the CET Dashboard, an open tool for analyzing tourism data that strengthens decision-making and supports many of the reflections we’ve shared here.

Because if Latin American tourism is indeed at a crossroads, the time to act is now.