MARKET REPORT: LATIN AMERICA
Interview – Paulina Reyes Every year, more than 332 million people visit amusement parks, theme parks, water parks, family entertainment centers, zoos, aquariums, and other attractions in Latin America and the Caribbean, according to IAAPA. Parks and attractions contribute decisively to diversifying and strengthening the region’s tourism offerings, boosting visitor numbers, generating numerous direct and indirect jobs, and expanding the distribution of the economic benefits of tourism. Check out the interview below with the Vice President and Executive Director for Latin America and the Caribbean of IAAPA, Paulina Reyes.
1 – When we talk about parks and attractions in Latin America, we know the importance of Brazil, Mexico, Colombia and Argentina. Are there other countries in the region that should be analyzed more closely, since they are also investing in the development of this industry? Paulina Reyes – The region is experiencing a period of innovation and development of new projects. In 2025, more than 70 new developments were reported, including new parks and family entertainment centers, rides, attractions, themed areas, and experiences that are transforming the attractions industry. While countries like Brazil, Mexico, Colombia, and Argentina are reporting growth, investment has been present in many countries throughout the region: family entertainment centers and adventure parks are emerging outside major metropolitan areas in several countries; in Guatemala, the Institute for Recreation of Workers in Private Companies (IRTRA) is working in an impressive expansion of the entertainment offerings in Guatemala; the relocation of Fantasilandia to a new site also puts Chile in the spotlight; Dominican Republic continues to develop a robust industry with new parks like El Dorado Water Park; among many other examples.
The Caribbean is also a focus of the industry, with attractions that prioritize developing world-class experiences, often linked to the cruise industry, such as parks and resorts like CocoCay, Baha Mar, and Atlantis Paradise Island in the Bahamas. During the IAAPA Summit: Latin America, Caribbean 2026, we will have the opportunity to explore the Caribbean, from which there is much to learn regarding industry trends such as experience creation, sustainability, and operational efficiency.
2 – Are the challenges facing the parks and attractions sector the same across Latin American countries? If we consider the main markets, are the challenges and opportunities similar? How do you assess this? Paulina Reyes – The attractions industry faces several significant challenges common to the entire region. One of the main ones is staying current with an innovative vision that offers memorable experiences for all generations of visitors. Today, we know that parks and attractions seek to stay informed about the main global trends, acquiring inspiring and practical ideas that can be applied in their own facilities. In every country in the region, talent development has become more than just a challenge; it s a key focus for our industry. Parks and attractions offer a wealth of opportunities for young people seeking their first job, who can discover a passion that can blossom into a solid career, as has been the case for several executives who now hold leadership positions. In addition to attraction and retention programs, continuous training and professional development have become crucial for business growth among our members. During the preparation of IAAPA Latin America and the Caribbean s 2026 event calendar, we paid particular attention to these challenges, aiming to address the needs of a region that is committed to its talent. Another major challenge and opportunity are the industry s evolution towards an increasingly sustainable environment. This involves not only managing parks and attractions with environmentally responsible operations but also ensuring they have a positive social impact within an appropriate governance framework. The importance of this issue and following IAAPA’s Strategic Priorities motivated IAAPA Latin America and the Caribbean to create a Sustainability Committee in 2025, to guide the actions we, as an association, seek to implement to support our members and offer them the tools to become or improve sustainability. Finally, although the region faces common challenges, regulations and political environments create different conditions regarding issues such as high taxes and tariffs, investment incentives, and tourism promotion, among others, which can generate diverse opportunities and challenges for local industries.
3 – Luciana Periales, from Argentina, was elected IAAPA Chairman of the Board. How might this benefit the Latin American region, and Argentina in particular? Paulina Reyes – As chair of the Global Board of Directors, Luciana will lead a board that guides the actions of our association, not only in the region but worldwide. The real benefit is for the entire global industry, which will leverage Luciana s experience, vision, and passion for an industry that has seen her grow and become an outstanding leader. It is a great source of pride that Luciana holds this position, as she becomes a powerful role model to motivate new generations, and particularly the women of our region, since she is the first Latin American woman to hold it.
PARK WORLD Handbook & Buyers’ Guide 2026
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