WTM Latin America 2025, held between April 14 and 16 at Expo Center Norte in São Paulo, concluded another edition with impressive results. The numbers confirm the consolidation of the event as the main business and relationship platform for tourism in Latin America, reflecting the strength of the sector and its ability to reinvent itself in the face of an increasingly dynamic scenario.
In total, the fair welcomed 32,026 tourism professionals, a number 9.5% higher than that achieved in the previous edition, which had already been the largest in the event’s history. The qualified audience – Buyers Club, Hosted Buyers and Travel Agents – also grew with the participation of 3,121 Buyers Club members (+5%), 80 participants in the WTM Latin America Hosted Buyers Powered by Embratur program (+7%) and 8,615 travel agents (+7%).
With 837 exhibiting brands, the event registered a 5% growth compared to the previous year in this regard. The exhibition area was also expanded, totaling 8,168 square meters, an expansion of 10% over 2024. Companies representing 49 countries were present in the pavilion, 20% more than last year, demonstrating the international relevance of the event.
In practice, this data translates into more opportunities and efficiency for those attending the fair. In 2025, the WTM Lat Meet scheduling tool was used to schedule 7,338 meetings, a 6% increase compared to 2024. The adoption of the lead management application also evolved, reaching 50% of use by exhibitors. Although the total number of leads collected suffered a slight decline (46,213 in 2025 compared to 46,862 in 2024, a drop of only 1%), the debut of the Colleqt tool, which allows data capture via QR Code, generated 9,192 new leads, signaling a diversification in the ways of collecting and qualifying contacts.
This year, under the theme “Where Tech Meets Touch,” the fair showed, in each space, tool, panel and connection made in the pavilion, that the future of tourism depends on the balance between innovation and humanization. Technology was present as a strategic ally, but the human touch — listening, meeting and attentive observation — was what turned each piece of data, each lead, each number, into a real link of value between brands and professionals.
The three themed theaters brought together more than 70 lectures, panels and training sessions, a number that exceeds the 54 training sessions held in 2024. The spaces also hosted the popular Speed Networking sessions with content creators and invited national and international buyers. Another highlight was the record number of entries for the Responsible Tourism Award, which this year received 164 projects from 14 Latin American countries.
To Bianca Pizzolito, Event Leader at WTM Latin America, the results of this edition reflect a sector that is undergoing transformation, but also fully maturing. “The numbers confirm that the pavilion is a living space for construction, where data becomes decisions and connections become business. With each edition, we strengthen this environment that mixes strategy with affection, planning with purpose. And it is this mix that makes the experience unique for those who participate in WTM Latin America”, she concludes.
The 2026 edition has already been confirmed and will be held on the same days and at the same location: from April 14 to 16, at Expo Center Norte, in São Paulo.