As our world becomes increasingly connected, connecting with diverse travelers is evermore important for destinations. One key audience for destinations is the richly diverse Hispanic population. Reaching this audience with tailored messaging can help destinations build an inclusive marketing strategy. In this article, we'll discuss this vital global travel segment and share ways to craft engaging content to reach them.
Understanding the Diversity of Spanish-Speaking Audiences
In the U.S. alone, the Hispanic population has grown significantly. According to recent research from Pew Research Center, there are approximately 65.2 million Hispanic individuals living in the U.S., with 41.8 million being native Spanish speakers. This makes the U.S. the second-largest Spanish-speaking country in the world, after Mexico. This audience is diverse, representing various countries of origin, cultural backgrounds, and generational experiences, adding complexity to how marketers need to approach them.
When considering the importance of marketing in Spanish, it’s essential to recognize the vast and diverse nature of Spanish-speaking audiences both in the U.S. and globally. Globally, there are 20 countries where Spanish is the official language, including Mexico, Spain, Colombia, Argentina and Peru. Spanish is also widely spoken across Latin America and in parts of the Caribbean. In fact, Spanish is the fourth most widely spoken language in the world by native speakers with over 560 million people speaking it globally.
This has led to critical questions that the travel industry must explore:
- What makes Spanish-translated marketing truly unique?
- Does a simple English-to-Spanish translation help capture the essence of the culture?
- Why is it essential to invest in marketing in Spanish to effectively reach Hispanic travelers in the U.S., and how can this be adapted for international audiences who identify as Latin American or Hispanic?
Intersectionality Within Hispanic Audiences
The Hispanic and Latin American communities are not monolithic. In addition to national origin, other factors intersect to create diversity within these groups, including:
- Generational differences: First-generation immigrants often retain strong cultural and language ties to their home countries, while second- and third-generation individuals may be more fluent in English but still identify with their Hispanic or Latin American roots.
- Geographic differences: Cultural references and experiences may differ from Mexican-Americans in California and Texas to Puerto Ricans in New York or Cubans in Florida.
- Cultural identity: Intersectionality includes factors such as race, gender, sexuality, and socioeconomic status, which further shape how individuals experience their Hispanic or Latin American identity. This includes various cultural identities, such as the experiences of Afro-Latinos, LGBTQ+ Hispanics and Indigenous groups.
Recognizing these intersectionalities is important for creating marketing strategies that go beyond just surface-level translations. It ensures that your message resonates on a deeper, specific, cultural level, helping destinations connect authentically with these diverse audiences.
How to Move Beyond Simple Translation to Authentically Connect with Spanish-Speaking Travelers
Over the years, the Miles team has had the opportunity to work with many clients on creating content for diverse audiences. One of the most fascinating aspects of our work has been responding to the growing demand for translating tourism marketing campaigns or client work from English to Spanish. Our projects have ranged from destination marketing campaigns to workforce development initiatives and even economic impact studies. With each client and project, we've uncovered a rich layer of complexity that goes beyond simple word-for-word translation.
Marketing in Spanish is not just about language—it can be about cultural connection, language barriers, accessibility of resources or simple knowledge-sharing. The Spanish language is incredibly diverse, with nuances that vary depending on the audience. Are we speaking to Mexicans? Colombians? Puerto Ricans? Hispanic immigrants seeking new job opportunities? Destination marketers looking to connect with someone from a similar culture?
These distinctions matter because each group interacts with language differently, whether through vocabulary, grammar or even colloquial expressions or corporate marketing expressions. The challenge isn’t just about translating; it’s about tailoring the message so it resonates with each specific audience.
Hispanic travelers aren’t amazed by simple Spanish translations anymore; they are looking to connect with their roots, through their lived experiences. For example, a campaign that works well in Spain may not resonate with an audience in Mexico or Argentina or Chicanos in Chicago. Similarly, a perfectly acceptable phrase in Puerto Rico may not have the same meaning for a Colombian traveler.
Visit Philadelphia showcased a tailored approach last year with the launch of their "Hispanic Voices" video series. This initiative gave individuals who identify as Hispanic or Latino a platform to share their stories and identities. By highlighting these voices, Philadelphia created a meaningful connection to the city’s Hispanic roots and resonated with visitors eager to see their own experiences reflected in the city's vibrant culture.
Another noteworthy example is the Tucson Es Tu Casa campaign, launched in 2023 to attract Hispanic and Spanish-speaking travelers to Tucson, Arizona. This campaign focused on making visitors feel welcomed and encouraged them to explore the city’s rich culture and heritage. Through meaningful visuals of traditional foods that connect to Hispanic heritage, engaging storytelling that resonated with the audience’s interests, and showcasing Tucson’s vibrant traditions, the campaign successfully created a heartfelt connection with travelers seeking a sense of belonging and cultural pride.
Cultural sensitivity is key to ensuring this kind of connection. Translators and writers must be deeply aware of the cultural nuances that can make or break a marketing message. Whether we’re talking about the message, word, or even imagery and symbols perceived by the community, every detail plays a part in how the audience receives the message.
Best Practices for Marketing to Hispanic Audiences
How do we approach this challenge in the most authentic way possible? It starts with research and listening. By learning about the histories, traditions and values of the diverse Hispanic audiences you hope to target, you can shape messaging that feels natural, inclusive, and respectful.
Engaging with native speakers and cultural experts is critical to the process of creating marketing that resonates with the Hispanic audience. Here are some best practices to follow for destinations looking to reach Hispanic tourists/audiences:
- Prioritize bilingual and culturally relevant content
- Always have a native speaker double-check the translation and/or content
- Develop partnerships with local Spanish-speaking content creators, communities and organizations and connect with your destination's Hispanic Chamber of Commerce
- Consider hiring or partnering with an organization with experts on their team who understand how to craft marketing materials focused on the Hispanic community authentically
- Take the time to learn about your Spanish-speaking audience—their needs, communication styles and goals or aspirations
At the end of the day, marketing in Spanish is about much more than translation; it’s about building a connection to your destination and your local Spanish-speaking community. By embracing your local Spanish-speaking community and visitor audience, you can build a truly inclusive destination brand.
