Abstract Background This research emphasizes on better understanding what is leading Latin America to collaborate on tackling Non-communicable diseases (NCDs). The uniqueness of this research lays on analysing the case of tobacco control diplomacy in the region, from a multi-actor and multi-level diplomacy approach in global health. By doing so, it addresses the existent research gap on academic literature focusing on NCDs in Latin America and global health diplomacy. Methods The research is framed within a qualitative approach to global health. It includes both primary and secondary sources, with a geographical focus in Latin America. Semi-structured interviews were conducted with representatives of key global health actors. Results The process of addressing NCDs in Latin America has highlighted several challenges including: the difficulty to achieve awareness of the urgency of NCDs, while countering the tobacco industry interference in public health.the limited funding for the initiatives seeking to tackle NCDs in the region vs the financial and political power of the industry.the limited comprehensive approach to NCDs, that goes beyond risk factors to address NCDs as a whole issue. Conclusions The analysis shows that tobacco control has been a pioneer in global health diplomacy on NCDs in Latin America. Furthermore, it has portrayed a leadership role of Latin America and an increasing tendency to collaborate at regional level. The recommendations that arise are: There is a need to regulate products as alcohol and ultra-processed food in Latin America following the examples set by the successful regional tobacco control efforts.There is a need to expose tobacco industry interference in public health, since it undermines regional efforts to tackle NCDs.There is a need for regional NCDs efforts to focus on the diversity of global health actors involved.It is imperative to collaborate on NCDs at regional level, given the escalating economic burden of NCDs Key messages The focus is analysing the challenges that Latin America faces when addressing NCDs, from a global health diplomacy perspective. The case study of tobacco control diplomacy contributes to better understand the factors that have been leading up to regionally collaborate on NCDs.