TRADE SHOW
Lata unveils online training and five agent roadshows
T
he Latin American Travel Association (Lata) is due to introduce a travel agent training
programme on the OT platform this year and to announce details of agent roadshows around the country to take place in 2020. Te new travel agent strategy
aims to drive growth and break down misconceptions about travel to Latin America. Lata chairman Colin Stewart said:
“We identified very early on when I took up the role that we didn’t really have strong engagement with travel agents. We’ve got engagement with operators and suppliers, but when you come to selling travel to Latin America, those frontline agents are key. “For agents that are selling Asia
or Africa, Latin America can be an alternative. Tere’s a lack of education
The biggest
misconception is cost – that Latin America is expensive – and that it’s extremely far away
around Latin America as a region and what the individual countries have to offer, and it’s education that’s driving the travel agent strategy.” Lata is set to launch an online
travel agent academy through OT in the autumn. Its training course of 30 short modules will include some dedicated to each country and some devoted to styles of travel such as family holidays and wildlife tourism. Tis will be followed by a series of five travel agent roadshows
in locations including London, Birmingham and Manchester, and other events to bring agents together with trade-friendly Latin American tour operators. Stewart added: “Te training
programme will be launched this year with the idea being to dispel the myths about Latin America and promote the very best the region has to offer. “Te biggest misconception is
cost – that it’s very expensive to go to Latin America – and that it’s extremely far away. Plus, language can be a challenge for some people. “I want to keep the focus on
the positives, which are that Latin America has never had so much access before. You’ve got new routes and new airlines entering the market, and that brings with it instant access and exposure.”
Experience Latin America: E, Europe’s biggest B2B show for the region, took
Exhibitors meet buyers at ELA
Colin Stewart
Organisers seek to realign show with name change to Lata Expo
Lata Expo will be the new name for ELA from next year in a bid to align the three-day trade show more closely with its organiser, the Latin American Travel Association. Chairman Colin Stewart said: “Lata established ELA as a way of promoting
business between the UK and Latin America, and since I took over as chairman [in 2017], we have reviewed everything we do to drive value for our members. “We felt there needed to be a realigning of ELA, and by repositioning it as
Lata Expo, it clearly identifies it as Lata’s event.” ELA atracted a record number of exhibitors
and delegates this year at its new venue at Stamford Bridge, and was run by Travel Weekly parent company Jacobs Media Group. Lata Expo 2020 is set to take place on
June 8-10 in London. 16 13 JUNE 2019
travelweekly.co.uk
Belize buoyed by UK visitor upturn
UK visitor numbers to Belize have risen by 9% so far this year, following a 12% rise in 2018. Tourism director Karen
Bevans said: “Tis shows market confidence, and the demand.” Te Belize Barrier Reef was
removed from Unesco’s List of World Heritage in Danger last year, while in April, the country banned single-use plastics and Styrofoam. Bevans added: “Travellers
are looking for sustainability and destinations that are eco-friendly.”
Latin Routes among Lata A
Latin Routes, Guyana Tourism Authority and Norwegian were among the winners at this year’s Lata Achievement Awards, which took place on the first night of trade show ELA in London. Te ceremony also saw andBeyond Vira Vira scoop an award for hotel of the year,
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