Latin America specialists aim to capitalise on US uncertainty

Latin American travel specialists believe volatility and uncertainty created by the US government’s trade policies offer an opportunity to gain market share.

Speakers at the Latin American Travel Association’s Lata Expo event this week said trading remained strong despite some customers requiring extra reassurance to commit to bookings.

Lata chairman Martin Johnson (pictured), who is director of tour operator Latin Routes, said: “In a world of turmoil and uncertainty, Latin America is a haven of stability.

“There is a tremendous opportunity out there. Millions of people are turning away from the USA and there is nowhere better positioned than Latin America to capitalise on that trend.”

Despite highlighting the chance to seize share, Johnson said the region was “not the only alternative” to the US and urged destinations and the trade to work together to capitalise on marketing opportunities, including those offered by television programmes such as Race Across the World.

“Tourist board investment in the UK will be key to driving demand and collaboration will be key for stakeholders,” he said. “I have seen some great examples of collaboration but I have also seen some painfully missed opportunities.”

He added: “UK travel companies will develop product to deliver mutually beneficial returns. If we seize these opportunities, the next couple of years could be very bright indeed.”

Daniel Benians, managing director of specialist tour operator Distinctive Americas, agreed Latin America was in a “great place”, with passenger numbers between the UK and the region projected to top one million this year.

Benians said Distinctive Americas had posted a record month for sales in May, adding: “There are always bumps in the road but the UK has a great appetite for travel to Latin America.”

However, he said consumers remained sensitive to external factors including news reports about political unrest in destinations and were managing budgets carefully.

“We work primarily through travel agents, and it is taking a lot longer for some of the bigger (budget) trips to be confirmed,” he said. “Some people seem less willing to commit and are perhaps hedging their bets, but we are still very pleased with how things are going.”

Johnson agreed some customers needed more reassurance, and likened trading to “running on sand”.

He added: “It is perfectly possible to run, but it is not as easy as running on concrete.”