More news on this day
Civitatis is sharpening its focus on Latin America with newly consolidated hubs in Mexico, Brazil and Argentina, a strategic shift designed to turn the region into a growth engine and transform how travelers experience the continent.
Get the latest news straight to your inbox!
A Regional Bet on Local Hubs and High Growth
Publicly available information shows that Civitatis, a Spain-based marketplace for guided tours and activities, is positioning Latin America as a cornerstone of its global expansion. Ahead of the 2026 edition of the FITUR tourism fair, the company highlighted expectations of more than 30 percent growth in the region, building on strong demand for curated experiences in Spanish and Portuguese.
Recent coverage in Spanish business media indicates that Civitatis now operates three main hubs in Mexico, Argentina and Brazil, employing around 70 people out of a global team of 360. These hubs are intended to act as regional anchors, consolidating commercial, product and partner relations work while keeping decision making close to local markets.
The company’s renewed push follows successive rounds of backing from the British fund Vitruvian Partners, which has invested heavily since 2022. Reports indicate that this capital has helped fund a broader internationalization strategy, with Latin America singled out as the market expected to surpass Europe in the medium term in terms of business volume.
According to recent travel trade coverage, Civitatis already offers more than 90,000 activities in 4,000 destinations worldwide, with Latin American itineraries representing a growing share. The three new hubs are designed to support that portfolio with regionally based teams who can respond faster to shifts in traveler preferences and partner needs.
Mexico: Gateway for North American and Regional Travelers
Mexico has emerged as a strategic bridge between Latin America and the vast Spanish-speaking and bilingual market in the United States. Industry reports note that nearly 60 million people in the United States identify as Hispanic, creating a large potential audience for Spanish-language experiences in destinations such as Mexico City, Cancun and the country’s network of UNESCO sites.
Civitatis’ Mexican hub is tasked with tailoring experiences to this cross-border demand, from heritage-focused tours at archaeological sites like Chichén Itzá and Teotihuacan to urban cultural circuits in the capital and coastal resort excursions. Publicly available information shows that the company is emphasizing curated, small-group experiences and partnerships with local operators that can deliver consistent quality across high-traffic destinations.
The Mexico hub also plays a role in adapting to local payment methods and booking behaviors, which differ from those in Europe. Travel industry coverage points to the importance of installment payments, local cards and regional digital wallets in boosting conversion rates, particularly among younger travelers booking last-minute activities on mobile devices.
By combining proximity to the United States with deep links to the rest of Latin America, the Mexican hub is emerging as both an operational center and a test bed for new digital features that can later be scaled to other markets in the region.
Brazil: Expanding into Portuguese-Language Experiences
Brazil, Latin America’s largest country and one of its most dynamic tourism markets, occupies another central position in Civitatis’ regional strategy. Business coverage in Spain highlights that the company expects growth of around 30 percent in Brazil, supported by a stronger local team and an expanded catalog of activities.
A key shift underway is the progressive translation and adaptation of Civitatis’ content into Portuguese. Travel trade reports describe this as essential for reaching domestic travelers who prefer to book in their own language, as well as for engaging Portuguese-speaking visitors from Europe and other parts of the world.
The Brazil hub also supports a wide diversity of experiences, from city tours in cultural centers such as Rio de Janeiro and São Paulo to nature-focused excursions in regions including the Amazon and the country’s coastal national parks. According to sector commentary, Brazilians are showing growing interest in cultural and heritage experiences, a trend that aligns with Civitatis’ emphasis on storytelling and local guides.
With a dedicated hub in Brazil, the company can work more closely with regional tourism boards and local operators to refine itineraries, respond to seasonality and manage surges in demand linked to festivals, school holidays and major events.
Argentina: Testing Ground for Deeper Regional Penetration
Argentina has become one of Civitatis’ most dynamic markets worldwide, serving both as a source of outbound travelers and as a destination in its own right. According to travel trade media, more than two million Argentine travelers have already booked experiences through the platform, making the country Civitatis’ second-largest market after Spain in terms of demand.
Coverage from Latin American business outlets indicates that Argentina is also being used as a spearhead for regional growth, with ambitious targets that include a 60 percent increase in activity in the country by 2025. The Argentine hub focuses on expanding the number of experiences on offer, from wine routes in Mendoza and cultural circuits in Buenos Aires to nature excursions in Patagonia and Iguazú.
The hub model allows product teams to identify gaps more rapidly, adding new excursions in emerging destinations and refining existing products based on traveler feedback. Reports indicate that Civitatis has added hundreds of new Argentine activities in a single year, contributing to a broader Latin American portfolio that now includes thousands of options across the continent.
By anchoring one of its three Latin American hubs in Argentina, Civitatis aims to capture both domestic demand and the flows of travelers who combine multiple South American countries in one trip, often pairing Argentina with Brazil and Chile.
On-the-Ground Hubs Powering a More Personalized Digital Platform
The creation of hubs in Mexico, Brazil and Argentina is closely linked to Civitatis’ broader digital roadmap. Ahead of FITUR 2026, the company outlined plans for a new app designed to move beyond simple transactions and act more like a “travel companion,” using personalization to surface relevant experiences at each stage of a trip.
Publicly available information shows that the Latin American hubs are instrumental in feeding this technology with accurate, local data. By working directly with operators and agencies on the ground, hub teams can ensure that availability, schedules and seasonal offerings are kept current, which in turn improves the reliability of recommendations within the app.
Reports from specialized travel media also highlight Civitatis’ strategy of “extreme curation,” supported by millions of verified reviews and high average ratings. The hubs in Mexico, Brazil and Argentina provide an additional quality filter, helping to select and maintain products that fit the company’s standards in terms of safety, storytelling and overall traveler experience.
As international demand for Latin American travel continues to rise, these new hubs suggest a shift away from a purely centralized model and toward a hybrid structure that combines global technology with regional expertise. For travelers, the result is likely to be a wider range of bookable activities that feel more local, more tailored and more reflective of the diversity of Mexico, Brazil, Argentina and the wider Latin American region.