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.
Citation formats
Latin America: reasons to follow influencers among tourism users 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 in 2019. For another ** percent of respondents, the reason was the news or trends provided by the influencers they followed. Only *** percent of Latin American tourism consumers followed social media influencers just because of the number of followers they had.
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AXON Marketing & Communications. (July 13, 2020). Motivations of tourism consumers to follow travel, fashion, and/or lifestyle influencers on social media in Latin America in 2019 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 03, 2026, from /statistics/1135617/tourism-consumers-reasons-follow-influencers-latin-america/
AXON Marketing & Communications. "Motivations of tourism consumers to follow travel, fashion, and/or lifestyle influencers on social media in Latin America in 2019." Chart. July 13, 2020. ÌÇÐÄÆƽâ°æ. Accessed August 03, 2026. /statistics/1135617/tourism-consumers-reasons-follow-influencers-latin-america/
AXON Marketing & Communications. (2020). Motivations of tourism consumers to follow travel, fashion, and/or lifestyle influencers on social media in Latin America in 2019. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 03, 2026. /statistics/1135617/tourism-consumers-reasons-follow-influencers-latin-america/
AXON Marketing & Communications. "Motivations of Tourism Consumers to Follow Travel, Fashion, And/or Lifestyle Influencers on Social Media in Latin America in 2019." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 13 Jul 2020, /statistics/1135617/tourism-consumers-reasons-follow-influencers-latin-america/
AXON Marketing & Communications, Motivations of tourism consumers to follow travel, fashion, and/or lifestyle influencers on social media in Latin America in 2019 ÌÇÐÄÆƽâ°æ, /statistics/1135617/tourism-consumers-reasons-follow-influencers-latin-america/ (last visited August 03, 2026)
Motivations of tourism consumers to follow travel, fashion, and/or lifestyle influencers on social media in Latin America in 2019 [Graph], AXON Marketing & Communications, July 13, 2020. [Online]. Available: /statistics/1135617/tourism-consumers-reasons-follow-influencers-latin-america/
