Posts by: Carlos Ferreirinha

President at MCF Consultoria and founding partner of BENTO STORE.

5 cities that should be shaping your LatAm strategy

5 cities that should be shaping your LatAm strategy

Wondering where to focus your time, energy and budget in Latin America? No doubt, these 5 star cities – Bogotá, Buenos Aires, Lima, Mexico City, São Paulo – are the key to your LATAM strategy. Over the next few years, the residents of these 5 cities will lead Latin American outbound travel and spend more on luxury travel than the rest of LATAM combined!

Here is where smart hotels and travel brands are spending…

Bogota is following the rising moment of the country Colombia. After years and years of a weak economy due to the severe drug problem, the country is developing impressively. The overall population is shining, happy and motivated. Colombians became the number one consumer for prestigious and luxury brands in Panamá in recent years and the majority of people come from Bogota. They are ready to go beyond in their consumption of travel.

Buenos Aires used to be the most sophisticated city in Latin America. Anything related to luxury, Argentinians would be the first in line. They have a very European style, with a very high level of education. Argentinians from Buenos Aires have always been the ones associated to cultural aspects of living; arts, luxury brands, hotels and so on. For years they have been the most important travellers in Brazil. The last few years have been very difficult but the situation is changing fast and the enthusiasm is back.

Lima is the new rising star in Latin America! Impressive and exquisite gastronomy is changing the country and Peruvians are more and more confident of their opportunities. Lima is the epicenter of this change. It is the fashion destination in the region right now and the Peruvians are responding to it with a lot of self-esteem. Economy is growing, Peruvians are becoming richer, and as a result, Panamá was also surprised by the buying power of Peruvians coming from Lima. Now is the time to discover more and invest.

Mexico City is one of the strongest and richest cities in Latin America. For years, Mexicans were the only ones to have the American Express Centurion Card, and Mexicans from Mexico City were the world leaders for this AMEX category. Traditionally, Mexicans have always had the USA as the number one destination for their travels. The current situation with the US is driving Mexicans to experience the world through other travel destinations so now is the perfect time to enchant Mexicans and work very closely to promote opportunities in Mexico City – the capital and the city with the highest concentration of wealth in the region. Mexicans will discover the world!

São Paulo is the financial capital of Latin America; the number one in population and the leading city within the Latin American region for financial wealth and the number of millionaires and billionaires. On top of this, Brazilians have proved to the world that they can definitely surprise. In recent years, Brazilians were among the most important luxury buyers in the world and the main travellers. Brazilians are all about free spirit, fun, pleasure, happiness and travelling. The people of São Paulo are all aligned with these characteristics with one very important additional thing: wealth! São Paulo is rich! In the last two years, the economy has forced Brazilians to hold on to their money and Brazilians cannot wait for a long time. The world should be ready; Brazilians are back and São Paulo will lead the movement.

It’s time to get ready!

Carlos Ferreirinha is a Latin American luxury expert and regular guest at ILTM Latin America (formerly Travelweek Sao Paulo), which takes place each year in São Paulo, Brazil. For more information, please email us at:

5 ways to make more money from Latin America

5 ways to make more money from Latin America

It’s no secret there were some bad economic headlines coming out of Latin America last year. However, there are bright spots of momentum from Colombia to Mexico and Peru. Figures released recently show that Chile is maintaining modest but steady growth, while Argentina, enjoying renewed access to the world’s capital markets, is beginning to stage a comeback.

Considering that the consumers of the future are overwhelmingly urban, recent research from McKinsey Global Institute projects that more than 90% of global consumption growth over the next 15 years will come from cities. This trend is extraordinarily concentrated: just 32 cities are likely to generate a quarter of the $23 trillion in urban consumption growth projected through 2030. Two of them— Mexico City and São Paulo —are located in Latin America. In addition to these powerhouses, Buenos Aires, Lima, Santiago, Monterrey, and Bogotá rank among the 100 urban areas that will account for 45% percent of urban consumption growth worldwide.

To make 2018 your most lucrative year for Latin American travellers yet, you may have to do some things differently to how you’ve done them in the past. Here are my 5 tips to make more money from the region of Latin America.

  1. Focus on investing in the major urban cities for the years to come
  2. The region has still a very young population – consider all segments that talk to this generation such as fitness, wellness, sports, beauty
  3. Still on the young population, the region is becoming the digital capital of the world. Brazil alone is a highlight. Latin America is highly digital-oriented where “instagraming” became a new verb. Technology is a must!
  4. New riches everyday, all over, and very young. Luxury niche consumption will keep growing stably throughout the region. Gastronomy and real estate are driving forces, so look to them for the trends
  5. Cultural education is growing fast. Look for dialogues with art & entertainment. Art galleries, trade commerce fairs, movie complexes and theaters are booming

Carlos Ferreirinha is a Latin American luxury expert and regular guest at ILTM Latin America (formerly Travelweek Sao Paulo), which takes place each year in Sao Paulo, Brazil. For more information, please email us at: