15 Jun 2022by Sasha Wood
Growing awareness of Latin America’s destinations among the travel trade is key to increasing tourism to the region, according to specialist operators and tourism ministers at Lata Expo.
Tourist boards should direct their budgets towards agent education to improve awareness, thinks Latin Routes director Martin Johnson
The round table event at Lata Expo on Wednesday (15 June) was attended by tourism representatives from Belize, Colombia, Ecuador, as well as tour operators to Latin America including Latin Routes, Journey Latin America and Pura Aventura who discussed strategies for growing awareness around the continent as a travel destination.
Latin Routes director Martin Johnson said education and awareness of the destination among travel agents, who account for 50% of its business, is the biggest challenge. “Agents are onboard with the programme – there’s a lot of desire for…