On the second day, WTM Latin America 2024 continued with bustling corridors, numerous business meetings, presentations of innovations, and a busy schedule across the three thematic theaters. Among the main highlights are:
Afro-tourism SP
The State Secretariat of Travel and Tourism of São Paulo launched the guide “Afro-tourism SP: 10 Routes and Tourist Attractions in the State of São Paulo.” Secretary Roberto de Lucena celebrated the launch and the fact that the state has become a reference for the segment. Tania Neres, Coordinator of Diversity, Afro-tourism, and Indigenous Peoples at Embratur, expressed joy in seeing São Paulo recognize the potential of the segment. “We existed, but we didn’t show up. And now we will never disappear again,” she emphasized.
Solange Barbosa, Secretary of Tourism of Paraibuna and pioneer of Afro-tourism in São Paulo with the Freedom Route, stated that the launch of the routes is a significant step for the market. “São Paulo is the largest state in Brazil and is home to the largest black population in the country, which deserves to have its work seen, respected, and valued. São Paulo’s Afro-tourism is a powerhouse and is present throughout the state in different modalities and interfaces,” she said.
Data Management
The importance of data management to understand traveler behavior was the topic discussed on the stage of the Technology theater, in a panel led by Jucelha Carvalho, CEO of Smarttou Brazil, and Fernando Tanaka, CEO of Chalinga Online Travel Agency.
The experts pointed out that tourism has quickly transitioned from a lack of data to an excess of data. “Until 2018, it was very difficult to talk about data in tourism. Decisions were made based on guesswork. Now, in 2024, tourism is experiencing a moment of managing this information,” observed Jucelha, noting that artificial intelligence is an important ally for analysis. “Data without intelligence is loose information,” she noted.
Bonito Winter Festival
Authorities officially launched the Bonito Winter Festival, scheduled to take place between August 21 and 25 this year, featuring musical, artistic, and cultural programming.
“The event has been happening for 22 years, but we managed to advance the schedule for launch at the main tourism fair in Latin America,” celebrated Bruno Wendling, CEO of the Mato Grosso do Sul Tourism Foundation (Fundtur-MS).
The launch was attended by Bianca Pizzollito, the head of WTM Latin America, and included the presence of Marcelo Miranda, Secretary of Tourism of Mato Grosso do Sul; Juliane Salvadori, Secretary of Tourism of Bonito; and Eduardo Mendes, President-Director of the Mato Grosso do Sul Cultural Foundation.
Destination Viralization
Felipe Tufiño, Senior Business Executive Travel Team at TikTok, and Naomy Góes, Business Development Manager at TikTok, provided tips on using the app to sell more.
Naomy stated that “the app has great power to viralize and influence the supply and demand of destinations, hotels, and attractions. We are seeing many brands using TikTok strategically and witnessing their destinations and products go viral, increasing demand,” she said.
Felipe emphasized the importance of frequency and quality of content when using TikTok. “You need to use it frequently, publish regularly. And there’s no best time to post, as with other platforms. The travel segment is one of the main categories on TikTok, which is widely used for travel tips, trends, and experiences,” he highlighted.
Google Insights
Do you know what On Stop Travel is? This and other keys to success in an increasingly digital market set the tone for the lecture “Google Insights: Boosting Performance,” led by Daniel Wilke, Senior Business Travel Team at Google.
The specialist explained that On Stop Travel represents an important concept in the contemporary market: bundling and selling as many products as possible within your digital environment. In other words, in addition to selling just the airfare, sell the airfare plus the hotel, plus the restaurant, plus the tour. “Bundle as many products as possible,” he advised.
Daniel revealed some data to substantiate his lecture. “By the end of 2022, 80% of Brazilian households had internet access, with 71% having broadband. People are increasingly making purchases via e-commerce. Therefore, it is important to provide information so that customers feel confident to buy online. Information is the bread and butter,” stated the specialist.
“Responsible Tourism: Inspiring Results”
The Transformation theater was the setting for the launch of the book “Responsible Tourism: Inspiring Results,” prepared by the Vivejar Institute with the support of the Inter-American Development Bank and the Ministry of Tourism. The publication presents practical information from ten selected cases exploring gender, racial, geographical diversity, and business model diversity: Mova Experiências (MA), Hostel da Milla (AM), Dharma Turismo (SP), Instituto de Pesquisas Ecológicas – IPE (SP), Engenho Triunfo (PB), Godwana Brasil (PR), Braziliando (RJ), Preserve Pipa (RN), Ubuntu Ecoturismo (SC), and the State Secretariat of Tourism of Rio Grande do Norte.
Inclusive Travel
In the lecture “The Future of Travel: Personalization, Diversity, and Regeneration,” Samantta Neves, Inclusive Communication Speaker and Associated Lead Analytical at Google, and Alex Bernardes, General Director of the LGBT+ Tourism Expo, were straightforward, educational, and enlightening on the topic.
Inclusive communication is crucial for gaining or losing customers, says Samantta, who shared some tips to improve the experience. “Make everyone feel part of the environment. Cultivate empathy and active listening, celebrate diversity, combat prejudices and discrimination, and take the lead to inspire others to respect and value diversity,” she advised.
Alex highlighted the need for the tourism industry to increase awareness of diversity and be increasingly equipped to welcome all people and be competitive in the global market. And he taught: “Act with courtesy, respect, and naturalness; don’t stare when you see a gay or trans person approaching; don’t overdo the service or force intimacy; don’t prioritize others or make jokes or prejudiced comments,” instructed the expert.
Brazil-Cuba
WTM Latin America is a stage for many agreements and partnerships for the promotion of national and international tourism. On this second day of the fair, the agency Mais que Viagens, from Maricá (RJ), signed a collaboration agreement with Amistur, the Ministry of Tourism agency of Cuba.
Thus, the Brazilian travel agency became the first in the country endorsed by the Cuban government. Gabriela Siqueira, CEO of Mais que Viagens, says, “Cuba is a magnificent destination, with immense tourism potential and largely unexplored by Brazilians. This cooperation agreement is very important. Our goal is to bring more Brazilians to know Havana, the docks, the islands… It’s a fascinating and welcoming country.”
Alfredo Mateo Díaz Fuentes, General Director of Amistur, from the Cuban Ministry of Tourism, considers the agreement very important for enhancing tourism exchange between the two countries. “We are very happy with this collaboration agreement between Cuba and Brazil. It’s tourism among friends, uniting Brazilian and Cuban potential to help each other in the areas of health, education, agriculture, and tourism. This exchange with the agency from Maricá (RJ) is very important for Brazil and Cuba.”
Brazil-Jordan
Jordan welcomed nearly 15 thousand Brazilians in 2023 and aims to attract more Latin American visitors in the coming years. Among the arguments are the unique history, coupled with landscapes, experiences, and religion, as well as the role of King Abdullah II bin Al-Hussein, the country’s ruler. In its first participation as an exhibitor at WTM Latin America, Jordan brought 10 co-exhibitors to demonstrate tourism potential and do business with buyers from Latin America.
Responsible Tourism Award
As is traditional, the second day of WTM Latin America was marked by the presentation of the Responsible Tourism Award, created to recognize progress, provide space for the replication of successful cases, and jointly build a more sustainable world.
On the stage of a packed auditorium, Gustavo Pinto, responsible tourism specialist and coordinator of the award, celebrated 158 projects submitted, an increase of almost 200% compared to the previous edition. “This proves that responsible tourism is increasingly strong in our continent,” pointed out the award organizer.
Night Program
Last night, the program continued with three events organized by different destinations participating in WTM Latin America. An animated musical show was offered by the state of Goiás to celebrate a productive day of meetings.
“After honoring those who know how to do business with a delegation of 30 entrepreneurs, the Goian night celebrated our way of life to the sound of sertanejo music performed by Bruno, from the Bruno e Marrone duo,” said Fabrício Amaral, president of Goiás Turismo. Egypt offered a dinner for guests who had the opportunity to sample the typical cuisine at the African country’s booth.
At the Lassu restaurant, hosted buyers from WTM Latin America attended the Networking Dinner, which presented the states of Ceará, Pernambuco, and Bahia as gateways to Brazil. The exclusive meeting, held in partnership with B2Live, brought together Yrwana Albuquerque, Secretary of Tourism of Ceará; Eduardo Loyo, Secretary of Tourism of Pernambuco; and Pedro Gramacho, Director of Promotion of the Secretariat of Tourism of Bahia, who promoted the Northeast to international buyers. The Networking Dinner was identified by leaders as a key factor in promoting the Northeast in an integrated manner.
Vila Galé Hotel Chain
The Vila Galé Hotel Chain held a parallel program on the morning of the second day of the event: a press briefing gathered Brazilian, European, and Latin American journalists at Vila Galé Paulista under the leadership of Jorge Rabelo de Almeida, president and founder of the hotel chain, which operates 44 hotels in Brazil, Portugal, Cuba, and Spain.
Rabelo de Almeida highlighted the proposal of Vila Galé Nep Kids, an innovative concept of hospitality in Portugal that reverses the logic and only accepts adults accompanied by children, and stated having great ambitions for Brazil and Cuba, where the chain inaugurated the Vila Galé Cayo Paredón resort in October 2023. “We are working to encourage the creation of a direct flight between Brazil and Cuba,” he said.
Diversity Route
The Diversity Route features a special seal that serves to identify 20 public and private organizations, selected from the applicants, which are the creators and holders of innovative projects in the themes of Afro-tourism, LGBTQIA+ Tourism, and Tourism for the 60+.
The project, launched on the first day of WTM Latin America 2024, has been functioning as a guide within the event for those seeking initiatives that promote diversity in their products and initiatives.