As a passionate trustee of the Desert Botanical Garden, I am constantly on the lookout for innovative ways to spark the interest of the vibrant Latino community in the beautiful oasis we have to offer. After research and experimentation, I am excited to share some invaluable tips and tricks that any organization can use to captivate and engage this diverse and dynamic demographic. Hint: “It is not about free tickets, but Content”.

Botanical gardens and cultural exhibits provide tourists with a wealth of information and beauty, but the Latino community might not always be aware of them. It is essential to establish inclusive spaces that appeal to a variety of audiences as the demographics of the United States continue to change. In this piece, we’ll look at some strategies for luring Latinos to cultural events and botanical gardens in 2023.

Tip #1: Create a welcoming and inclusive environment

Making sure Latinos feel welcomed and included is one of the most crucial factors to take into account when attempting to draw them to botanical gardens and cultural exhibits. In the United States, 67% of Latinos claim to have encountered discrimination or been subjected to unfair treatment because of their ethnicity, according to a 2018 Pew Research Center study. As a result, it’s crucial to make sure that everyone feels at home and included in your area, regardless of their background.

Tip #2: Offer programming that reflects Latino culture

Another way to attract Latinos to botanical gardens and cultural exhibitions is to offer programming that reflects their culture. This can include exhibits that showcase Latino art, history, and traditions, as well as events that celebrate Latino holidays, such as Día de los Muertos, Día de las Velitas or Latin-American festivals. By incorporating these elements, you can create a more meaningful and engaging experience for Latino visitors.

Success stories

Two relevant examples of botanical gardens that have successfully attracted Latino visitors are the San Antonio Botanical Garden and the Desert Botanical Garden in Phoenix, Arizona. Both gardens have incorporated Latino culture into their programming, such as hosting traditional Mexican dances, featuring Latino artists, and offering bilingual signage and tours.

According to a 2019 report by the National Park Service, Hispanic visitation to national parks has increased by 40% since 2008, indicating that Latinos are interested in exploring outdoor spaces. By offering programming that appeals to their cultural heritage, botanical gardens and cultural exhibitions can tap into this interest and attract more Latino visitors.


Attracting Latinos to botanical gardens and cultural exhibitions requires creating a welcoming and inclusive environment and offering programming that reflects their culture. By incorporating these elements, botanical gardens and cultural exhibitions can expand their reach and connect with a diverse audience.

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Pew Research Center. (2018). Discrimination and identity: Latinos’ experiences with discrimination.

National Park Service. (2019). National Park Service releases 2018 visitation numbers.

San Antonio Botanical Garden. (n.d.). Latino cultural programming.

Desert Botanical Garden. (n.d.). Latino exhibits and events.