SHOW REPORT TRAVEL MART LATIN AMERICA
Andy Hoskins reports from the 35th edition of Travel Mart Latin America, which took place in Florianopolis, Brazil, September (12-14).
Mixed fortunes for UK market A lack of airlift and rising costs Chile makes
UK a priority The UK has been elevated to priority
market status as part of the Chilean government’s new focus on tourism. A ministry of tourism has been
created for the first time and has established a goal of four million international visitors in 2014, up from 2.8million in 2010, with Turismo Chile consequently expecting an increased budget in the year ahead. The UK becomes one of just seven priority markets for Chile and the tourist board is now working on promotions with Cox & Kings, Kuoni, Journey Latin America and Explore. The contrast between the partner
tour operators reflects the type of experiences on offer in the country, says Odile Palustran, European regional manager for Turismo Chile. “We’re keen to be active in all areas of the market because there have been no campaigns in the UK previously. We really need to raise our profile and make Chile top of mind for UK travellers,” she says. Turismo Chile promotes six different themes, from which it picks two to promote more intensely in each market. 'Culture & Heritage' and 'Natural Inspiration' are the two focus areas for the UK. The other four are Sport & Adventure, Food & Wine, Leisure & Lifestyle, and Health & Wellness. UK visitors stay, on average, 18 nights
in Chile, with capital city Santiago, the Atacama Desert, the vineyards, the coastal town of Valparaiso, Patagonia and Easter Island the top destinations. A global online training programme is due to go live in October.
www.chile.travel
remain the two biggest obstacles for UK-based tour operators selling Latin America, according to the Latin America Travel Association. LATA's executive secretary Claire
Antell provided TMLA delegates with an update on changes in the UK market over the last 12 months, revealing that Peru remained the best seller among LATA members, followed by Brazil and Argentina – which traded places – then Ecuador, Chile and Mexico.
Antell said that a lack of represen-
tation from Latin American tourist boards in the UK is a hindrance to business, but that some progress had been made in the last 12 months. Chile and Ecuador have both appointed PR companies – Mango PR and Brighter PR respectively – while Peru has also signed up Brighter after a period without UK representation. “The lack of representation leaves the private sector and LATA members from both overseas and in the UK to
do a lot of the destination marketing for the region,” said Antell. “Without a national strategy and consistent tourist board presence Latin America loses out to the rest of the world. In the UK we have less tourist board activity than for any other region of the world and very poor air access.” Antell said that flights alone to Latin America can cost up to £1,000 which she compared to a two-week all- inclusive holiday in the Caribbean or Asia for a mere £799. Despite the gulf in costs, she said LATA members are reporting increased sales, with 63 per cent declaring the last 12 months better than expected and over half expecting the trend to continue next year. Simon Heyes of UK-based Senderos,
which represents several South American accommodation options, said: “It’s been a strange year in the UK. Operators are reporting improved sales compared to 2010 and clients booking further ahead, despite sluggish growth forecasts in the news.”
www.lata.org
Colombia’s ports proving popular with cruise lines Colombia's tourism authorities report
a dramatic rise in cruise business, as increasing numbers of tour operators add the country to their programmes. UK visitor numbers were up nearly
ten per cent in 2010, while overall international arrivals by air have grown from one million in 2004 – when Colombia began promoting tourism – to 1.5 million in 2010. Over the same period the number of
cruise calls rose from 23 to over 200 last year, with more than 15 different cruise lines visiting the country. “It shows how quickly the perception
of Colombia has turned around,” says Camilo Duque of the national tourist
IN BRIEF
Airline networks must improve Show organiser William H Coleman
said multi-country itineraries in South America will always be a challenge for tour operators, but airlines are working on it. “The problem is the distances between the likes of Chile, Argentina and Brazil, and the cost of flying between them. LAN and TAM are trying hard to make it easier,” he said.
UK buyers out in force Over 300 tour operators from across
the world attended TMLA in order to renew deals and check out new product, including 30 from the UK. Those present included Cox & Kings, Last Frontiers and Journey Latin America. Others, like Premier, were there to research the potential for a new Latin America programme.
Santa Catarina's warm welcome TMLA took place for the first time in
Santa Catarina's state capital, Florian- opolis. “This reflects our status as one of Brazil’s biggest tourism destinations,” said Cesar Souza Júnior, Santa Catarina’s secretary of state for tourism. “We would like to have hosted some World Cup matches in 2014 too, but we will strive to attract visitors regardless.”
www.sellinglonghaul.com • October 2011 35
board, ProExport Colombia, who added that a new promotional campaign will be launched next year. “We've had three years of ‘Colombia:
The Only Risk is Wanting to Stay'. We feel we've moved on from the early stages and will instead be focussing on the country’s diversity in 2012. Colombia is doing well right now. It really is a sleeping giant,” he said. Duque added that over 40 new international hotels are due to open in Colombia next year, totalling around 7,200 rooms, as well as new boutique hotels in cities such as Cartagena and rural haciendas in the Coffee Triangle.
www.colombia.travel
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