As summer winds down and autumn approaches, Latin America is making headlines for more than just its vibrant colors and festive spirit. Across the Americas, from the rolling hills of South Carolina to the cobblestone streets of Salvador da Bahia and the lush highlands of Guatemala, cultural celebrations and travel booms are shining a spotlight on the region’s rich heritage and growing global appeal. Whether it’s the infectious rhythms of a heritage festival, the allure of authentic Afro-Brazilian traditions, or the magnetic pull of ancient Mayan ruins, 2025 is shaping up to be a banner year for those seeking genuine Latin American experiences.
In Greenville, South Carolina, the Hispanic-American Women’s Association is preparing for its much-anticipated 2025 Hispanic Heritage Festival, set to take place on September 14 at Fluor Field in the city’s West End. The annual event, which runs from noon to 6 p.m., promises a joyful celebration of culture, food, music, dance, and traditions representing 17 Hispanic countries. According to Patricia McDaniel, president of the Hispanic-American Women’s Association, the festival is more than just a party—it’s a catalyst for change. “We are not just hosting a festival. We are changing lives,” McDaniel remarked, underlining the event’s deeper mission.
The festival not only marks the kickoff of National Hispanic American Heritage Month, which runs from September 15 to October 15, but also serves as a fundraiser for educational scholarships. Over the past 26 years, the association has awarded a remarkable $640,000 to nearly 250 Hispanic high school students in Upstate South Carolina, helping to pave the way for higher education and brighter futures. The nonprofit’s efforts are fueled by ticket sales and sponsorships from the festival, making every admission count. Entry is affordable at $3, with children under 12 admitted free, ensuring the event remains accessible to families from all walks of life.
The Greenville Drive baseball team has played a crucial role in bringing this celebration to life. For the past four years, the team has partnered with the Hispanic-American Women’s Association to host the festival at their home field. As Greenville Drive President Jeff Brown put it, “We’re bringing the entire community together to really learn more about Hispanic culture, to learn more about the impact it has on the community and to really create an afternoon that’s memorable for everyone involved.” The festival’s blend of cultural immersion and community spirit is a testament to the growing recognition of Hispanic heritage in the American South.
But the celebration of Latin American culture isn’t confined to U.S. soil. South of the equator, Salvador da Bahia in Brazil is quietly asserting itself as the country’s true cultural heart, far from the glitzy beaches and tourist traps of Rio de Janeiro. With a population of 2.9 million, Salvador offers five times more authentic Afro-Brazilian experiences than Rio—and at 70% less cost, according to recent travel reports. While Rio’s famed Copacabana may be overrun with vendors and selfie sticks, Salvador’s Pelourinho district pulses with capoeira circles, Candomblé ceremonies, and family-run restaurants serving up centuries-old recipes.
The numbers tell a compelling story: average accommodations in Salvador cost just $44 per night, a bargain compared to Rio’s $150. Meals are similarly affordable, averaging $8 versus Rio’s $25. The city’s Carnival is a freewheeling street party with two million revelers, where visitors are welcomed to dance alongside locals in traditional blocos—an experience worlds apart from Rio’s $300 stadium seats for staged performances. Pelourinho, with its pastel colonial facades and baroque churches, boasts Latin America’s largest collection of colonial architecture, yet receives only a fraction of Rio’s tourist traffic. Here, travelers can photograph history without the crowds, savoring an intimacy that mass tourism often destroys.
Salvador’s advantages extend far beyond cost. Its compact historic core is walkable, with affordable buses connecting beaches and neighborhoods for less than a dollar. Year-round temperatures hover between 75 and 85°F, cooled by ocean breezes—perfect for exploring cobblestone streets and soaking up the city’s vibrant street culture. In neighborhoods like Rio Vermelho, artists and musicians gather nightly, inviting visitors to experience genuine cultural exchange. As travel experts note, Salvador’s residents are eager to share their traditions, making the city a haven for those seeking meaningful connections rather than manufactured spectacle.
Meanwhile, in Central America, Guatemala is emerging from the shadows as a must-visit destination for travelers in search of authenticity and adventure. The Guatemalan Tourism Institute (INGUAT) recently announced a record-breaking 1.6 million overseas visitors in 2025, representing an impressive 8% annual growth. With a land area comparable to Tennessee and a population of 18 million, Guatemala is punching well above its weight on the global tourism stage.
What’s behind the surge? For starters, Guatemala’s unique blend of cultural heritage, natural beauty, and historical significance is hard to match. The country’s ancient Mayan ruins, such as Tikal—whose iconic Temple IV towers above the rainforest—draw history buffs and adventure seekers alike. Antigua Guatemala, the country’s colonial-era capital and a UNESCO World Heritage Site, charms visitors with its cobbled streets and pastel buildings. Lake Atitlán, ringed by volcanoes and indigenous villages, offers a serene escape for those seeking natural beauty, while Semuc Champey’s turquoise limestone pools beckon the adventurous.
Affordability is another key factor fueling Guatemala’s popularity. Hostel dorms in cities like Antigua and Guatemala City can be found for as little as $11–$12 per night, while mid-range hotels range from $65 to $121. Local meals are a bargain, with prices between $3 and $12. From hiking up active volcanoes like Pacaya to exploring the vast caves of Candelaria, Guatemala offers a smorgasbord of activities for every kind of traveler. Improved air connectivity is also playing a role, with direct flights from Fort Lauderdale to Guatemala City launched by JetBlue earlier this year and Air Canada set to begin service in October 2025. These new routes are making Guatemala more accessible than ever to North American tourists.
Despite concerns about safety, Guatemala has made significant strides in improving security, particularly in popular tourist areas like Antigua, Lake Atitlán, and Tikal. Travelers are advised to stay informed about local conditions, but many find the country’s friendly locals and welcoming atmosphere to be a highlight of their visit. As one recent travel report put it, Guatemala’s rise as a destination is proof that "easy flights and Instagram photos are making this hidden gem a bucket-list stop."
From community-driven celebrations in the American South, to the living traditions of Salvador, to the ancient wonders and natural splendors of Guatemala, Latin America is inviting the world to experience its treasures firsthand. With affordability, authenticity, and accessibility at the forefront, 2025 is proving to be a year when travelers—and locals—rediscover the power of cultural connection and shared heritage.
