In an era in which touches, scents, images, sounds and emotions gain space in purchasing decisions, WTM Latin America takes an important step to meet the desires of the contemporary traveler
The 2025 edition of the region’s largest B2B travel and tourism event debuts the Experience Zone, an immersive and sensory space that invites participants to feel, explore and connect with brands and destinations in an innovative way.
More than just a new addition to the fair, which will take place between April 14th and 16th, this area is a direct response to the growing search for authenticity in travel, a reflection of the change in behavior that is already driving the tourism chain around the world. The proposal is simple: transform business interactions into experiences capable of provoking emotion and, therefore, strengthening bonds between companies and buyers.
“The Experience Zone is an invitation to access destinations and products in a more sensitive way, awakening the senses and creating memories with the brands. Our goal is to support exhibitors in this movement and, at the same time, positively impact the professionals who visit the fair,” summarizes Bianca Pizzolito, Event Leader at WTM Latin America.
The new area occupies a strategic position in the pavilion and brings together five different activations, with a highlight being a sensory installation that celebrates the five continents. In this central space, typical scents, regional sounds and iconic images from each region create a true “open book” of experiences through which visitors can travel. “Headphones, screens and scent dispensing stations will tease the senses and create emotional connections. The proposal is to make the public feel the territories and understand how they connect to the brands”, says Bianca.
Around it, playful and interactive activations complement the central proposal. Minas Gerais, for example, will have a SPA installed in the pavilion to promote its potential for wellness tourism. TAP Air Portugal will have a badge lanyard customization station, strengthening visitors’ emotional memories of the brand. The Ânima group, a reference in higher education in the country, will activate a 360-degree image experience, inviting visitors to enter an audiovisual capsule.
The welcome to the space will be provided by United Parks, which will bring a themed parade to the pavilion with characters that refer to the tropical forest to present the new attraction at Busch Gardens, Wild Oasis. Actors dressed as four animals from the South American fauna – capybara, monkey, toucan and anteater – will perform choreographed movements with the experience area’s banner and invite visitors to enter the space. Inside the area, the group will also have a dedicated space with a themed backdrop to ensure visitors can take photos with the characters.
“To promote the new, fully immersive children’s area that we’re opening at Busch Gardens this year, Wild Oasis, we’re bringing to the fair some characters inspired by the animals in the venue’s new multi-species habitat. The idea is for everyone to get a taste of how incredible this new feature will be, which will also feature small attractions made especially for children. Additionally, we will be promoting the new attraction coming to SeaWorld Orlando this year, Expedition Odyssey, an adventure for the whole family that will combine dynamic movements, state-of-the-art visuals and real-life encounters with Arctic animals. And of course we can’t forget to mention the offer of tickets for 2 or 3 parks from the United Parks group in Florida, which now includes a free meal plan on all visits,” says Leonardo Fortes, Marketing and Sales Manager for the group in Brazil.
More than just representing products and destinations in a static way, the Experience Zone focuses on the sensory aspect to broaden visitors’ understanding and generate real engagement. “This is a strategy that converges with WTM Latin America’s vocation of bringing together excellent content, business opportunities and human connections in the same environment. With the launch of the area, the event offers the opportunity for brands to invest in a journey that has experience as its starting point”, concludes Bianca.
The accreditation for WTM Latin America is mandatory for all participants, and it is available at this link.