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WTM Latin America 2017 opens with a 23% increase in visitors

The optimistic tone of economic recovery was predominant during the speeches on the first day of activities at the 5th edition of WTM Latin America. The main travel event for the Latin American market started yesterday (4th April) at Expo Center Norte in São Paulo and saw a 23% increase in visitors on the first day event.

In the opening ceremony attended by regional and state secretaries, industry leaders and businesspeople, the Minister of Tourism, Max Beltrão, highlighted the relevance of the sector for creating jobs opportunities and stated that the initiative should not only start from the national perspective. “City administrations need to discuss projects so that the labor market grows on all levels.”

Lawrence Reinisch, director of WTM Latin America, said that “despite the challenging times that world has faced over the last five years, this is the time to return to growth”.

Despite the advance of almost 10% in the industry in 2016, Braztoa president Magda Nassar said that the country is far from maturity in the sector and demanded better dialogue for resolving businesses’ and consumers’ concerns and called for policies that value tourism professionals.


The 2017 WTM Latin America Trends Report, in association with Euromonitor International, highlighted trends that have been emerging in the travel and tourism industry in Latin America.

Latin America’s travel landscape is shifting, as greater numbers of women and older travelers group that will soon represent more than 25% of the region’s visitors.

The study found that growing female autonomy in Latin America means that women are increasingly confident and empowered to travel.

“The last few years have led to the rise of websites and blogs written by women telling experiences as autonomous travelers. Women frequently travel alone in search of freedom to organize their own itinerary, as well as to have their own experiences and build up their self-confidence,” says Marília Borges, a research analyst at Euromonitor International based in Brazil.

The study also predicts that almost 90 million travelers over 50 will visit Latin America by 2020 making up 28% of the region’s tourists. This is a 40% increase over the last ten years. The report explains that the post-war generation is maturing and changing the perception of aging.

World Travel Market (WTM) portfolio comprises of six leading B2B events across four continents generating more than $7bn of industry deals.  World Travel Market Latin America now in its fifth edition, attracts about 9,000 unique senior executives. The event generates US$ 370 million of new business. Taking place in Sao Paulo Brazil, this show attracts a global audience to meet and shape the direction of the travel industry. More than 5,900 unique visitors attend the event to network, negotiate and discover the latest industry news.  Next event: April 4-6, 2017.

eTN is a media partner for WTM.

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