The Latin American Travel Association (LATA), the travel trade association that promotes travel to the destinations of Latin America, has developed a new strategy, with the objectives being to promote and grow travel to Latin America; to be the authoritative voice for Latin America in the UK; and to encourage best practice and increase standards across all aspects of travel in Latin America.

The objectives were drawn up by the association’s executive committee following the results of a survey which was sent to all members.

Meeting the ‘promote and grow travel to Latin America’ objective, it was agreed that in 2016 LATA would expand its own travel trade event, Experience Latin America (ELA) establishing it as the must-visit travel trade show for Latin America in Europe.

The travel trade show was held for the second year in June and welcomed 118 key suppliers from Latin America, with more than 360 influential buyers from the UK and Europe.

Over the course of the three-day event, more than 4,700 meetings took place between DMCs, hotel, airline and cruise companies, tourist boards, tour operators, travel agents and media.

Next year will see the event increase its buyers from other European countries. LATA has also announced that it will launch a new website in time for this year’s World Travel Market (WTM). The site will have consumer, trade and press areas and be a one-stop-shop for all things Latin America.

Meanwhile, the association is in the process of developing a Latin America Pavilion at Destinations Travel Show in London in February 2016, with members given the opportunity to take space and exhibit and, to meet the objective ‘to encourage best practice and increase standards across all aspects of travel in Latin America’, LATA will expand its hotel and transport safety scheme.

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