LATAM: The land of opportunity?
Josefina Armendariz & Florencia Mauro report on booming touring entertainment in Latin America, where diverse markets make local knowledge the key to success
Feature By Josefina Armendariz | 11 May 2026
The strategic landscape of Latin America is undergoing a major change that defies the traditional “stopover” mentality of global tours.
While the headlines are usually dominated by the region’s record-breaking stadium concerts, a more complex and stable economic engine is maturing involving touring entertainment and location-based experiences.
As Manon McHugh, director of market strategy at Canadian producer and promoter Moment Factory, explains, “The immersive entertainment sector in Latin America could grow from roughly $13bn in 2025 to over $40bn…
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