The 2024 edition of WTM Latin America concluded with the announcement of an increase in all metrics, from visitor entries to exhibition area. By 2 p.m. on the third day, 27,153 participants were recorded, representing a 3% increase over the 26,454 attendees in 2023. The final number of visitors passing through the Expo Center Norte turnstiles by 6 p.m. will be disclosed shortly.
The 797 exhibiting brands represented a 28% growth compared to the previous edition, occupying 7,393 square meters of the White and Green pavilions, a 20% increase in commercial area. The number of meetings scheduled through ConnectMe, the platform connecting WTM participants, reached 6,903 – 9% more than in 2023. Throughout the corridors, exhibitors celebrated launches and significant connections made during the event.
The three thematic theaters hosted a total of 54 lectures, panels, and training sessions, in addition to the highly attended Speed Networking sessions with invited buyers and content creators. On this third day, these knowledge-sharing spaces provided insights on artificial intelligence, accessibility case studies, and innovation in ecotourism products, among other topics.
Gustavo Pinto, curator of the Transformation theater, emphasized the quality and diversity of panels that saw maximum attendance. “WTM has become the meeting point for the responsible tourism community in Latin America, which is a great opportunity and commitment,” he said, highlighting the participation of moderators and panelists from 13 Latin American countries.
Gabriela Otto, curator of the Technology theater, also noted the overwhelming interest in the presented content. “The space was packed throughout the three days of the fair, often with people standing or sitting on the floor not to miss out on the content,” she exclaimed. For her, WTM provides an important environment for debate that encourages strategic thinking. “Agencies, tour operators, hoteliers, digital influencers, technology companies discussed together, with microphones open for questions and counterpoints, which is vital as truth lies in the day-to-day challenges,” she said.
A highlight of this edition was the launch of the Diversity Route, which showcased 20 projects led by different exhibitors in three axes – Afrotourism, LGBTQIAP+ Tourism, and Tourism 60+. “This was the first step to give visibility and encourage these projects, led with such responsibility, to come to light,” said Bianca Pizzolito, head of WTM Latin America, emphasizing the commitment to continue the Route in the coming years. In 2025, the event will take place from April 14th to 16th.
Here are some highlights:
Brazil – Angola
TAAG Linhas Aéreas, participating for the first time, facilitated connections between Brazil and Angola. The Angolan airline connects São Paulo’s Guarulhos airport to Luanda and from there to 11 provinces of Angola and eight destinations in other African countries. The codeshare agreement signed with Gol expands options to another 14 Brazilian cities.
Destinations
Among the hundreds of national and international destinations, new highlights include Jordan and Tanzania, participating for the first time, and Israel, which has been on the event agenda since its first edition 11 years ago.
Companies participating in the Diversity Route
Bancorbrás Turismo (60+), Belotur/MG (LGBTQIAP+); Destino São Luís/MA (LGBTQIAP+); División Turismo Intendencia Montevideo/Uruguay (Afrotourism); Fundação de Turismo do Mato Grosso do Sul (3 projects: Afrotourism, 60+, and LGBTQIAP+); Hotel Bergblick and Associação Visite Pomerode/SC (LGBTQIAP+); Juiz de Fora/MG (LGBTQIAP+), Louvre Hotels Group Brazil (2 projects: 60+ and LGBTQIAP+); Orinter Tour & Travel (LGBTQIAP+); Pastore Turismo (60+); Sebrae Mato Grosso (Afrotourism); Secretaria de Turismo do Estado do Paraná (60+); Secretaria de Turismo do Rio Grande do Sul (LGBTQIAP+); Secretaria de Turismo e Viagens do Estado de São Paulo (Afrotourism); Secretaria Municipal de Turismo de São Luís (Afrotourism); Sensações Turimo/MG (Afrotourism); and SESC/RS (60+).
Accessible Tourism
Public sector leaders, NGO representatives, and private sector professionals joined forces to highlight accessibility cases in tourism. The discussion cited the example of Costa Rica, which has made inclusion one of the three pillars of its national tourism policy, alongside innovation and sustainability. On the non-governmental front, the Dona Tapa project was highlighted – which turns plastic bottle caps into material for building ramps and other items to ensure tourism accessibility to Costa Rican beaches, parks, and waterfalls. “The project can be implemented in any country,” pointed out Carolina Trejos, director of the Costa Rican Tourism Institute.
From San Luis Potosi, 450 kilometers from Mexico City, Claudia Lorena Peralta brought examples of products created for deaf tourists – such as guided tours, inclusive concerts with sensory outfits that vibrate with music, and a hotline for video calls with attendants who communicate in sign language – and for blind travelers – such as the “Feel to See” tour created to highlight attractions through other senses – as well as experiences aimed at individuals with intellectual and social disabilities.
Robson Lourenço, from Grupo Cataratas, emphasized the importance of ensuring social and intellectual accessibility, in addition to physical accessibility, and reiterated the importance of having more diverse boards in companies. “If I don’t look inward, I can’t look outward,” he said. Jéssica Paula, physically disabled since the age of six, highlighted the urgency of sensitizing collaborators to ensure attitudinal accessibility. “Guides cannot look at me and tell me that I can’t. I should be the one to define what is far or difficult,” said the journalist, who has already climbed the Sugarloaf Mountain and completed a 40-day trek through the Lençóis Maranhenses.
Artificial Intelligence
Alexandre Cordeiro, founder of Travel Tech Hub and Head of Innovation at ViagensPromo, and Thais Medina, CEO of Business Factory, highlighted the possibilities that arise for personalized travel through the combination of artificial intelligence with digital marketing. “Before using technologies and tools, we need to understand who we are, what our brand strategy is, and how we want to be seen in the market, as well as understanding very well the person we want to talk to,” Thais advises.
Alexandre Cordeiro emphasizes the fact that tourism has many manual processes. “Tourism requires a large amount of content to sell destinations, packages, accommodations, which artificial intelligence can provide quickly and without losing quality, allowing professionals to be more productive in analytical and strategic tasks,” says Alexandre.
Innovation in Ecotourism
Social inclusion and biodiversity conservation go hand in hand with ecotourism. This was the theme of a panel held in the Transformation theater, with the participation of representatives from different Brazilian destinations. Lena Matos, owner of Roraima Adventures, highlighted the creation of expedition groups that not only bring together women to climb the mountain but also exclusively employ female guides and carriers as a way to empower and provide income to indigenous women in the region. In Mato Grosso do Sul, Luíz Ricardo, from LR Travel Experience, explained how the Pantanal Friendly Cruising cruise not only diversified the offer but also brought inclusion to tourists and sensitized the local trade.
Lauro Jurgeatis, from the Volta da Serra Sanctuary, in the Chapada dos Veadeiros (GO), highlighted the “Saberes e Sabores do Cerrado” project, which combines experiential tourism, nature contemplation, and conservation with the development of the local economy. From the same region, Richard Macedo explained the sensory trails implemented by the “Pegadas da Biodiversidade” project in the Vale das Araras, with bird song audio, information about the Cerrado biome, and historical data to enrich the tours.
Future of Travel
Raquel Passos, CEO of Ibiti Projeto, and Carlos Humberto da Silva Filho, CEO and Founder of Diáspora.Black, starred in the panel “The Future of Travel: Personalization, Diversity, and Regeneration.”
Carlos points out that it is essential to understand the changes in society’s behavior. “The agendas of diversity, personalization, sustainability are decisive in tourism and are associated with the purchasing decision and the search for transformative experiences.” The expert explains that the market is transforming to ensure that different people and social groups have their demands met. “These new demands are materializing in the growth of travel consumption.”
Raquel Passos highlighted the role of tourism in the global regeneration movement. “As market professionals, we impact a destination when we send tourists. It is essential for us to understand the impacts we are causing and to apply initiatives that inspire connection with nature, with the entire chain that the market unites,” she reflects.