Lata to seek member feedback for 2030 strategy

The Latin American Travel Association (Lata) has unveiled a ‘2030 project’ which aims to put the region “leagues ahead” of the rest of the world.

During Lata Expo 2024, Lata chairman Martin Johnson said information would be gathered from members over the following 12 months so that a new strategy can be announced at next year’s event.

“I firmly believe that this project will make the Lata community even stronger and more cohesive and the potential of what we can achieve will put Latin America leagues ahead of the rest of the world and become a shining example for other regions to follow,” he said.


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Johnson encouraged members to “watch this space” as Lata prepares to outline plans for surveys, roundtable events, focus groups and other activities.

“We want Lata members to come together and share their vision for our industry in 2030,” he said.

“We want to know your aspirations about the future of tourism to Latin America, your ideas on how we can improve what already exists and hear your concerns as well.

“In the coming months, we will be contacting all members to start gathering all the information needed to get this project off the ground.”

The 2030 project has been developed after the creation of Lata’s new vision, mission and values. The new vision states: ‘To responsibly promote Latin America as a leading tourist destination.’

The Lata Achievement Awards were held this year for the first time since 2019.

Tour operator of the year in the ‘small’ category was presented to LiNGER, with the ‘large’ category won by Journey Latin America.

True Travel was crowned the best ‘new to Lata’ tour operator, while Swoop Travel took home the prize for best marketing campaign for its work promoting a lesser-known part of Patagonia.

Lata chief executive Danny Callaghan said: “I am delighted to bring back the Lata Achievement Awards to rightly celebrate and recognise the achievements of all our members, who work tirelessly to offer the best of travel to Latin America.

“It was a pleasure to present the awards, and wonderful to be able to do so in front of so many of our members as part of Lata Expo.”

The winners of the Lata Responsible Tourism Awards were also announced.

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