The Latin American Travel Association (Lata) embarks on a transformative strategy for 2030.
- Lata aims to position Latin America as a global leader in tourism.
- Feedback and collaboration from members are key to shaping this ambitious plan.
- The strategy will be based on Lata’s newly defined vision, mission, and values.
- Lata Achievement Awards celebrate outstanding contributions to Latin American travel.
The Latin American Travel Association (Lata) has launched an ambitious ‘2030 project’ intended to elevate Latin America to a position of global preeminence in tourism. At the Lata Expo 2024, Chairman Martin Johnson announced that extensive member feedback would be collected over the next year to develop a comprehensive strategy, set to be unveiled at the subsequent Expo. He confidently asserted that this initiative would significantly strengthen the Lata community, positioning Latin America as a beacon for other regions.
Johnson emphasised the importance of member involvement, encouraging them to engage in forthcoming surveys, roundtable events, and focus groups. He stated, “We want Lata members to come together and share their vision for our industry in 2030,” also seeking their hopes, innovative ideas, and concerns regarding the future of Latin American tourism.
This strategic plan follows the establishment of Lata’s newly articulated vision, mission, and values, which aim ‘to responsibly promote Latin America as a leading tourist destination.’ This foundational shift is seen as critical for achieving the ambitious goals set for 2030.
The Lata Achievement Awards, held in conjunction with this announcement, honoured remarkable achievements in the travel sector, with LiNGER and Journey Latin America being recognised as top tour operators in their respective categories. True Travel and Swoop Travel were also celebrated for their innovative contributions to marketing and new membership.
Lata’s Chief Executive, Danny Callaghan, voiced his enthusiasm about the awards’ return, highlighting the dedication of members who strive to offer exemplary travel experiences in Latin America.
Lata’s 2030 strategy initiative seeks to reshape the landscape of tourism in Latin America through collaboration and innovation.
