Martin Johnson has been elected as chairman of the Latin America Travel Association (Lata).
He has taken over from Colin Stewart who has stepped down after six years in the role.
Johnson, who was appointed by the Lata committee, joined the association in 2012 after he co-founded Latin Routes and Polar Routes and has been vice-chair for the past four years.
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In his new position, Johnson said he plans to “significantly develop” the association’s travel agent membership and make a direct appeal to tourism boards which are “under appreciating” UK travellers.
“I am genuinely delighted with this appointment and I feel passionately about ensuring Lata continues to work hard and delivery value to its membership,” he told Travel Weekly.
“I want to review Lata’s activities to ensure everything we’re doing is to benefit the members and I’m ready to change things if necessary. We have an opportunity to significantly develop our travel agent membership as well as grow the number of tour operator and overseas members.
“I want Lata to be in a position where overseas DMCs, cruise lines and hotel suppliers see us as a vital purchase to be within the UK market.
“Another key focus of mine is to make a direct appeal to the Latin American tourism boards who for as long as I can remember do not invest nearly enough in UK marketing.
“The UK has got some of the most passionate and high spending travellers in the world and many don’t know anything about Latin America so the tourism boards have a huge opportunity to invest in some marketing which will certainly pay off.
“Tourism boards under appreciate the value of UK travellers and that needs to change.”
He added: “Colin has done an incredible job as chairman and managed Lata through the toughest time. I have some big shoes to fill.”
Stewart will remain on the Lata committee until March next year to ensure a smooth transition between chairmen.
“Being Lata chair is probably the best experience I’ve had,” he said.
“To take Lata on a journey from where it was six years ago to where it is now has been a challenge but the team have come up with some wonderful and innovative ways to keep our membership engaged and I’m very proud of that.
“I leave with a heavy heart but I think Martin is exactly the right person to take it forward and I wish him the very best.”