Miami's Magic: Bridging the Latin American Market

Amy Sedeño

Back in 2015, Miami was dubbed the gateway to Latin America. An influx of affluent migrants from across the region chose Miami for living and investment purposes due to its proximity to the region, cultural diversity, and business opportunities. Fast forward to today, and the Latinx community continues to thrive, constituting an impressive 70 percent of Miami’s population. Walking through Miami, one is just as likely to hear Spanish and increasingly Portuguese, a testament to the city’s rich cultural tapestry. This represents an advantage to tourism destinations and hotels looking to expand their footprint in Latin America. By targeting Latin Americans living in Miami, they are also influencing their families in the region.

Location, location, location

Miami’s strategic geographical location cements its status as the de facto capital of Latin America. Its world-class airport, Miami International Airport, is one of the busiest international gateways in the United States, facilitating seamless travel connections to numerous destinations throughout Latin America. This accessibility positions Miami as an ideal springboard for Latin American travelers, making it a crucial hub for any brand looking to penetrate the Latin American market.

Family ties and cultural ambassadors

The second reason why focusing on Latin Americans in Miami is a game-changing tactic for any destination looking to grow in this dynamic region: family. These Miami residents maintain strong ties to their countries of origin, frequently traveling back and forth for business, leisure and family visits. Latin Americans in Miami often serve as cultural ambassadors, sharing their travel experiences with friends and family back home. Positive word-of-mouth and social media endorsements from this group can significantly amplify a destination’s reach and influence within Latin American markets.

The Messi phenomenon

The arrival of Lionel Messi at Inter Miami CF has further solidified the bond between Miami and Latin America. Messi’s presence hasn’t only elevated soccer’s profile in the city but has also created a cultural bridge that unites fans across two continents. Nothing brings people together quite like sports, and Messi’s influence has seen a surge in Latin American tourists flocking to Miami to witness the magic of one of football’s greatest talents. This phenomenon underscores the powerful role of sports in fostering connections and enhancing Miami’s allure as a destination that resonates deeply with Latin American audiences. Tourism brands can leverage this momentum with sponsorships and activations geared toward fans of the sport.

Miami: a media powerhouse

Photo: Unsplash.

Miami’s status as a media hub, particularly for Spanish-language content, presents another strategic advantage. The city is home to major Latin American media outlets, including television networks, radio stations, and print publications. Both the South Florida Sun-Sentinel and Miami Herald have partnerships with local TV news outlets, so the right story can generate coverage in both print and television. Collaborating with these media channels enables destinations to access a broad and engaged audience, ensuring their messages reach potential travelers effectively. In addition to traditional media, Miami boasts a vibrant community of Latin American influencers and content creators. Partnering with these influencers, who have substantial followings and credibility within their communities, can help destinations generate authentic and impactful content that resonates with Latin American audiences.

Connecting with brands from the region

Miami is a flourishing center for Latin American fashion designers and innovators. Stitch Lab, for instance, began as a talent incubator and has become the premier accelerator for emerging Latin American fashion brands in the U.S. Miami Fashion Week has embraced Latin American brands, bridging the cultural and commercial gap between Latin America and the United States. According to Lourdes Fernandez-Velasco, creative director for MIAFW, Miami’s unique position as the doorway to the Americas is a significant advantage. Collaborations with both established and emerging Latin American brands present a valuable opportunity to expand brand awareness through their databases.

Economic influence and spending power

The Latin American community in Miami wields significant economic influence and spending power. Many Latin American residents are successful entrepreneurs, business leaders, and professionals with the means and inclination to travel frequently. By appealing to this affluent segment, destinations can attract high-value travelers who are more likely to spend more on accommodations, dining and unique experiences. These travelers often seek luxury, culturally rich experiences, and high-quality services, making them ideal customers for upscale hotels, resorts and premium travel services.

Throughout the years, our agency has successfully implemented campaigns targeting Latin Americans in Miami for various destinations, yielding impressive results. Miami’s role as the gateway to Latin America provides unparalleled opportunities for tourism and hospitality brands. By leveraging the city’s cultural richness, media influence and economic power, destinations can effectively tap into the Latin American market, driving growth and fostering lasting connections.

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Amy Sedeño is Vice President & Partner at CIIC PR.