"It's without doubt one of the toughest places to play rugby," said Latham, who played against the Lions for the Wallabies eight years ago.
"That's because of the supporters, the way the rugby's played there and the amount of the supporters they get into their stands.
"That's half the challenge and the excitement of playing in South Africa. I wouldn't say it gets you up any more because when you're up for a game you're up for a game but it adds to the excitement of playing in South Africa.
"You're coming up against the world champions and they're a very proud nation. They pride themselves on not only performing well but also on being very successful."