The Latin American Travel Association (Lata) outlines an ambitious ‘2030 project’ to elevate the region’s global standing.
- Lata’s initiative seeks input from members over the next year to craft a forward-thinking strategy.
- Chairman Martin Johnson believes this project will significantly strengthen the Lata community.
- Members are encouraged to share their vision for the future of tourism in Latin America.
- The project’s development follows the introduction of Lata’s new vision, mission, and values.
The Latin American Travel Association (Lata) has embarked on an ambitious journey to position the region ‘leagues ahead’ of its global counterparts by 2030. This strategic initiative, disclosed at the Lata Expo 2024, seeks to gather comprehensive feedback from its members over the ensuing twelve months. Martin Johnson, Lata’s chairman, stressed the potential of this initiative to fortify the association’s community and set a benchmark for other regions through collective achievement.
In a call to action, Johnson urged members to engage actively in shaping this future by contributing their insights through planned surveys, roundtable events, and focus group discussions. ‘We want Lata members to come together and share their vision for our industry in 2030,’ he articulated, underlining the importance of member collaboration in formulating their ambition for Latin America’s tourism.
The 2030 project builds upon Lata’s recently established vision, mission, and values: to promote Latin America as a premier tourist destination responsibly. As part of this initiative’s groundwork, the Lata Achievement Awards marked their return, acknowledging outstanding contributions within the community. LiNGER emerged as the small category Tour Operator of the Year, while Journey Latin America secured the large category distinction. True Travel and Swoop Travel were also recognised for their respective pioneering achievements.
The recognition of Lata’s achievements and the unveiling of its 2030 vision serve as a testament to its commitment to enhancing the travel experience in Latin America. Danny Callaghan, the Lata chief executive, acknowledged the pivotal role of its members: “I am delighted to bring back the Lata Achievement Awards to rightly celebrate and recognise the achievements of all our members, who work tirelessly to offer the best of travel to Latin America.”
These concerted efforts reflect Lata’s unwavering dedication to fostering a unified and forward-thinking travel community. The dialogue initiated through this 2030 project is anticipated to inspire innovation, collaboration, and sustainable growth across the Latin American tourism landscape.
Lata’s 2030 project represents a strategic commitment to elevate Latin America’s tourism industry through collective member engagement and visionary planning.
