CONFERENCE


Demand for Latin America holidays ‘outpacing supply’


D


Martin Johnson


emand is outstripping supply in Latin America as visitor numbers are expected to exceed 2019


levels by the end of the year. Former Lata chairman Colin


Stewart said the region was recovering at a “remarkable” rate but flight and accommodation capacity had not yet returned to pre-pandemic levels, causing an imbalance. “When we initially considered


when tourism would return to pre-pandemic levels in the region, we predicted 2024 to 2025 or even in 2026, but it has accelerated significantly,” said Stewart. “There is a lot of pent-up demand – some people had money put aside for


travel and, now that the opportunity is there, they’ve jumped at it.” He added: “Supply was always


going to be the challenge, as airlines retired some of their fleet or accommodation providers closed down, so we’re not surprised to see this excess demand. Until we get back to the full supply we had in 2019, demand will continue to outstrip it.” Stewart said some countries were reporting higher visitor numbers


Attendees at June’s Lata Expo in Battersea, London


than in 2019, and he expects to see that across the whole region by the end of the year. “Across the board, visitor numbers


to Latin American countries are back to about 80%-85% of pre-pandemic levels, but some destinations are at nearly 95% and others, such as Colombia, are exceeding 2019 levels,” he added. Stewart urged the industry to do


more to promote the value of the sector, claiming it is “too humble” when explaining its impact as it makes a “vital contribution” to


the economies of some countries. He encouraged Lata’s members to


share information about the positive impact they have on their destinations as that will help agents understand the value and tell their clients. “I think we are too humble at


promoting travel,” he said. “In today’s world, both travel and the impact of travel can easily be positioned negatively, and I think that is unfair. “The value and power of the


travel industry in enhancing the social and economic benefits of the destinations we visit is huge.”


New chairman Johnson sets out his vision for Lata


Martin Johnson has been elected to take over from Colin Stewart as Lata chairman. Johnson, who was appointed by the Lata committee,


joined the association in 2012 after co-founding Latin Routes and Polar Routes. He had been vice-chair of the association for the past four years. Johnson said he plans to “significantly develop”


the association’s travel agent membership and to make a direct appeal to tourism boards that are “underappreciating” UK travellers. “I am genuinely delighted with this appointment


and I feel passionately about ensuring Lata continues to work hard and deliver value to its membership,” he said. “I want to review Lata’s activities to ensure


everything we’re doing is to benefit the members and I’m ready to change things if necessary.” He continued: “Another key focus of mine is to make


a direct appeal to the Latin American tourism boards which underappreciate the value of UK travellers.


travelweekly.co.uk 6 JULY 2023 15 “The UK has got some of the most passionate and


high-spending travellers in the world and many don’t know anything about Latin America, so the tourism boards have a huge opportunity to invest in some marketing which will certainly pay off.”


Colin Stewart


NEWS Lata Expo 2023: Josie Klein reports from Latin American Travel Association event in London


PICTURES: Sarah Lucy Brown


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