Off the back of 2024's reimagined Expo and his one-year anniversary as chairman of the Latin American Travel Association, LATA chairman Martin Johnson spoke to Travel Bulletin on this year's reports, redefined values and refocused efforts.
A year of recovery and reimagination
"It has been a great first year as chair of LATA and we have many achievements to celebrate. We’ve seen just over 60 new companies join in the past 12 months, with our membership now standing at almost 400 members. I am delighted that reports from members show continued increases in sales and revenue, with signs of returning to pre-2019 levels.
"Earlier this year, we launched a redefined set of values, putting sustainability at the very heart of LATA’s ethos, with the new mission to responsibly promote Latin America as a leading tourist destination. Responsible and sustainable travel is essential to ensuring a prosperous future for our industry. I am fully committed to ensuring LATA is a part of this positive transformation.
"Last month, we held our 11th LATA Expo, completely reimagined for 2024 and held as a fully-hosted residential three-day event. The sun shone for a rare three days, and we welcomed close to 300 delegates for one-to-one business meetings, conferences, and evening events.
"At LATA Expo, we announced an exciting new project to put the new values into action working collaboratively as a whole LATA community to develop our industry and responsibly promote Latin America as a leading tourist destination. We are calling it the Latin America 2030 Project.
"We held a thought-starter session discussing the power of telling their community stories. It was so inspiring to hear from a variety of members how sustainable travel is just a part of what they are already doing and how they operate, rather than having to change their business.
"It was so inspiring to hear from a variety of members how sustainable travel is just a part of what they are already doing..."
"The feedback has been excellent overall; this new format will be here to stay, with plenty for us to work on making it even better next year and beyond!"
"Following Expo, we had our second successful LATA Roadshow, with plans in place already for both events in 2025. We were joined by a mix of tour operators and tourist boards, who all showcased their product and destinations to travel designers and agents."
Where next?
"Over the next 12 months, we want the LATA community to come together and share their vision for our industry in 2030. We want to know your aspirations about the future of tourism to Latin America, ideas for how we can improve what already exists and hear concerns as well.
"We believe it will make the LATA community stronger, and more cohesive, and that the potential of what we could achieve would put travel to Latin America ahead of the rest of the world."
"...the potential of what we could achieve would put travel to Latin America ahead of the rest of the world."
Martin Johnson is the chairman of the Latin American Travel Association's UK chapter.
