Lata Expo (June 13-15) will feature its first dedicated programme for travel agents next week, providing a springboard for further engagement with the agency community.
The Latin American Travel Association (Lata) event takes place in Battersea Evolution, London, bringing together key suppliers from Latin America and buyers from the UK and Europe.
The dedicated agency programme starts at 3pm on June 14, featuring sessions with key tourist boards and tour operators, followed by an evening networking event, with Latin American food and drink.
Colin Stewart (pictured), Lata chairman and country director of Air Europa, said the dedicated programme has been in the pipeline for several years and followed research showing that 60% of agents knew little or nothing about Latin America.
“This is just the start; we will push forward with travel agent engagement because we are trying to reach the wider agency community,” he said.
“We had planned roadshows pre-Covid and now we are reaching out again to agents and hope to take roadshows, in partnership with tourist boards and tour operators, to places such as Scotland, the northwest and the Midlands.”
More: Travel agent programme to debut at Lata Expo
He said there will be about 40 agents taking part in next Tuesday’s educational programme, which will feature four key tourist boards – Ecuador, Panama, Colombia and Belize – plus four tour operators: Journey Latin America, Latin Routes, Audley Travel and Explore Worldwide.
“Agents who sell destinations in Asia, Africa and North America will be able to see how great Latin America is,” said Stewart.
“We want Latin America front and centre – with agents as a key ingredient.
“Agents can bang the drum for Latin America and we understand how valuable and important role of travel agents is.”
The three-day event also features pre-scheduled meetings, seminars and networking opportunities for suppliers, buyers and media.
There are 125 exhibitors, featuring brands such as Intrepid, Aurora Expeditions, Belmond, Marriott, Fairmont and Silversea.
Seminars will include ‘View From The Top’, moderated by Ian Taylor, executive editor of Travel Weekly Group, with Sarah Bradley, managing director of Journey Latin America; Christopher Wilmot-Sitwell, one of the owners of cazenove+loyd; and Stewart.
Furthermore, the expo will have a major focus on sustainability and biodiversity, and will see the release of a travel insights report using research from Forward Keys.
“Once restrictions were removed, we saw people were desperate to fly,” said Stewart.
“At Air Europa, we have seen average load factors over 80% and full planes to some destinations.
“The airline will be back up to pre-Covid levels by the end of 2022, flying to 23 destinations.”
He said the association also plays an important role in communicating information about developments in the destination, such as the announcement by Chile that Easter Island – also known also by its native name of Rapa Nui – will reopen to tourists in August.
“We are feeling very positive; people have been saving up,” he said.
“They see travel as essential and they want to see iconic destinations – there is huge variety from Mexico down to Patagonia and across to the Caribbean.
“There are emerging trends for sustainability and ecotourism…a strong desire to be more remote and in nature.
“City breaks in traditional areas will always do well and there is something for everyone – beaches, iconic destinations, cities and adventure – Latin America has it in abundance.”
Stewart added: “Gone are the days when it was just backpackers; we have families, couples and retired travellers – and we offer luxury with amazing hotels and lodges.”
He admitted there are challenges with the distance – flying to Buenos Aires takes 12 hours – but said carriers such as Air Europa nowadays offer more comfortable aircraft such as Boeing Dreamliners, and passengers are often willing to upgrade their cabin.
“It makes it lucrative for agents as there are many opportunities for upselling,” he explained.
“People are willing to invest in the experience – as well as flights and hotels, they want add-on experiences such as the Belmond Andean Explorer [South America’s first luxury sleeper train] as an additional experience for those seeing Machu Picchu, for example.”
Another opportunity at the Expo will be the chance to find out about the Lata Foundation, which supports charitable projects throughout Latin America, and aims to develop new relationships with industry partners.
“Making connections is part of the DNA of the Latin American community,” said Stewart.
“The expo will bring us together, to socialise and catch up with a carnival atmosphere.”
This year is the ninth edition of Lata Expo and the first face-to-face Lata event since the Covid pandemic struck. Organised by Jacobs Media Group, the expo is Europe’s only travel trade event dedicated to Latin America. Click here for details.
