In 2019, 41 percent of tourism consumers who reported the usage of social media in Latin America followed between three and six influencers, according to a survey carried out by Axon. Another 24 percent of respondents in the region said that they followed six to 10 travel, fashion, and lifestyle influencers. Only two out of ten tourism consumers surveyed followed more than ten influencers on social media that year.
Distribution of tourism consumers who followed travel, fashion, and/or lifestyle influencers on social media in Latin America in 2019, by number of influencers followed
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 of 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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AXON Marketing & Communications. (July 13, 2020). Distribution of tourism consumers who followed travel, fashion, and/or lifestyle influencers on social media in Latin America in 2019, by number of influencers followed [Graph]. In Statista. Retrieved December 18, 2024, from https://www.statista.com/statistics/1135610/tourism-consumers-share-following-influencers-latin-america/
AXON Marketing & Communications. "Distribution of tourism consumers who followed travel, fashion, and/or lifestyle influencers on social media in Latin America in 2019, by number of influencers followed." Chart. July 13, 2020. Statista. Accessed December 18, 2024. https://www.statista.com/statistics/1135610/tourism-consumers-share-following-influencers-latin-america/
AXON Marketing & Communications. (2020). Distribution of tourism consumers who followed travel, fashion, and/or lifestyle influencers on social media in Latin America in 2019, by number of influencers followed. Statista. Statista Inc.. Accessed: December 18, 2024. https://www.statista.com/statistics/1135610/tourism-consumers-share-following-influencers-latin-america/
AXON Marketing & Communications. "Distribution of Tourism Consumers Who Followed Travel, Fashion, And/or Lifestyle Influencers on Social Media in Latin America in 2019, by Number of Influencers Followed." Statista, Statista Inc., 13 Jul 2020, https://www.statista.com/statistics/1135610/tourism-consumers-share-following-influencers-latin-america/
AXON Marketing & Communications, Distribution of tourism consumers who followed travel, fashion, and/or lifestyle influencers on social media in Latin America in 2019, by number of influencers followed Statista, https://www.statista.com/statistics/1135610/tourism-consumers-share-following-influencers-latin-america/ (last visited December 18, 2024)
Distribution of tourism consumers who followed travel, fashion, and/or lifestyle influencers on social media in Latin America in 2019, by number of influencers followed [Graph], AXON Marketing & Communications, July 13, 2020. [Online]. Available: https://www.statista.com/statistics/1135610/tourism-consumers-share-following-influencers-latin-america/
