Poor awareness of the destination puts British holidaymakers off Latin America more than any negative perceptions about the cost of travel, distance or health concerns such as Zika, according to new research.
In a survey of 1,001 consumers conducted by TTG on behalf of the Latin American Travel Association, the overwhelming majority of consumers did express an interest in holidaying in the region (95%) with only 51 saying they had no interest.
Of those uninterested in holidaying there, less than 2% cited health concerns as something that puts them off, 2% listed cost and 2% listed distance, while 50% said they simply had no interest in visiting Latin America.
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