Lata expects bookings spike from new series of Celebrity Race Across the World

The Latin American Travel Association (Lata) expects its members to record a bookings spike when the third series of TV show Celebrity Race Across the World begins next month.

The prediction is based on feedback on the previous series, based in South America, with tour operators citing the BBC programme as a driver of sales.

This year’s series, beginning on November 6, returns to Latin America – the contestants will tackle a 3,600-mile journey from Isla Mujeres, on Mexico’s Caribbean coast, to the Guajira Peninsula in Colombia.

Lata chief executive Danny Callaghan said: “Last year’s Celebrity Race Across the World put Latin America onto primetime television, portraying the region so beautifully and encapsulating what we as industry insiders already know makes it such a special place to visit.

“We are excited to see this year’s celebrities explore Central America, which is an equally wonderful region to visit, and have no doubt that it will have a positive impact on bookings to the region in the coming months.”

Lata said the previous series sparked an increase in bookings to Brazil, Argentina and Chile in particular, with one member reporting they could attribute the programme to a bookings rise of up to 25%.

Laura Rendell Dunn, PR and business development manager at Journey Latin America, said: “Last year’s series, which prominently featured Brazil, led to a noticeable increase in enquiries – with many clients specifically referencing the show.

“The programme did a fantastic job of highlighting Brazil’s lesser-known treasures, so we’re eager to see which destinations will be featured this season.”

Jack Brooker, Latin America product and travel specialist at Rainbow, said: “We especially look forward to enquiries generated to lesser-known spots, diversifying tourist investment away from the big hitters, and we’re excited to see both the Caribbean and Pacific coasts securing airtime, as well as Colombia – one of our strongest growing destinations at Rainbow for the last couple of years, but still hugely undiscovered by the UK market and with plenty of opportunity to grow.”

This year’s contestants are former Strictly Come Dancing stars Tyler West and Molly Rainford, Derry Girls actor Dylan Llewellyn and his mum Jackie, The One Show host Roman Kemp and his sister Harley Moon, and broadcaster Anita Rani and her dad Bal.