The Latin America Travel Association (Lata) will host agent roadshows in Manchester, Leeds and Glasgow in November, to capitalise on an 11% growth in the number of UK visitors to the region.

The association’s insight report for 2017 revealed that 60% of agents had reported an increase in South America bookings over the past year.

Lata chief executive Tony Mason said: “We are looking forward to hosting these events in cities outside London, where we hope to reach agents who may want to know more about Latin America.

“We are hoping to host as many agents as we can, originally we said 100 per event but anyone who can make it is welcome to attend.”

UK visitors to Latin America have grown by 11% in the past year, with Chile up 11%, Colombia up 11.4% and Peru up 9.7%.

Brazil also saw an increase in UK visitation and for tour bookings the most popular age group was those between 55 and 64 which made up almost a third of bookings.

Mason said the research also found that of the trip sold by operators to Latin America 81% have a focus on culture, history and heritage and 86% focused on wildlife and nature.

The association’s membership has risen 10% since 2016, which Mason said demonstrated the increase in agents and operators engaging with the area.

Lata’s Experience Latin America event will take place on June 12-14 in Canary Wharf, London and will feature 130 exhibitors including tourist boards and operators.