With a team rooted in the essence of each market, Manjarres highlights the importance of strategic adaptation and taking advantage of emerging technologies to achieve success amid the diversity of the Americas.
T2L: In your view, what are the differences between public relations and marketing in North, Central and South America? And what is essential to have in terms of training and professional experience to take on these roles?
Víctor Manjarres: In North, Central and South America, the distinctions between PR and marketing can be influenced by several factors, including cultural, linguistic, economic and infrastructure in each region. It is essential to consider the media and communication channels, whether traditional or digital, to ensure that the message effectively reaches the target audience. Our team of Latin American professionals has essential knowledge and a deep understanding of each market, which allows us to develop strategies adapted to the specific needs and characteristics of each one, creatively taking advantage of new technologies to successfully achieve our objectives.
T2L: You have just taken over the account of Panama, which has an important air fleet. What is the public expectation in Brazil, Argentina, Colombia and Mexico?
Víctor Manjarres: Panama, with its cultural richness and breathtaking natural beauty, strives to attract the conscious traveler, who values authenticity, sustainability and respect for cultural and environmental diversity. Taking responsibility for the account, with its excellent air fleet, is both exciting and challenging. In this country, travelers can immerse themselves in enriching experiences that contribute positively to the well-being of local communities and care for the environment.
Brazil, Argentina, Colombia and Mexico represent some of the largest and most dynamic travel and tourism markets in Latin America. They have considerable population and economic potential, which suggests a significant opportunity for tourism growth. And Panama offers a perfect setting for those who wish to travel with awareness and a sense of responsibility towards the world around them, giving us the possibility to establish new strategic alliances in the aviation sector and work in close collaboration with travel agencies, hotels and other important players in the sector. We know that each market has its own particularities, but we are experts in developing personalized solutions, adapted to the needs and preferences of our clients and local consumers.
T2L: Your company serves the Bahamas and Belize. Who else seeks out these destinations nowadays? Is the Caribbean in fashion?
Víctor Manjarres: I firmly believe that the beauty and magic of the Caribbean are timeless. Its lush natural beauty, warm climate, rich culture and variety of experiences make it irresistible for travelers around the world. From those looking for exciting adventures to those who simply want to relax on the beach. The Caribbean offers something for everyone.
Destinations like the Bahamas and Belize embody the essence of paradise and attract a wide variety of visitors. With their stunning reefs, white sand beaches and crystal clear waters, these places offer a wide range of outdoor activities and adventure experiences, such as diving and snorkeling, thanks to their reefs and abundant marine life. They also provide opportunities to explore the jungle through trails and hikes, as well as to immerse yourself in the local culture. In particular, Belize, in Central America, emphasizes its Mayan (presiding over the Mundo Maya organization), Garifuna and mestizo heritage. It offers archaeological sites and caves, underground rivers and the incredible barrier reef, including the stunning Great Blue Hole, one of the destination's postcards.
These unique aspects add an extra dimension to the Caribbean experience, making it even more unforgettable for travelers seeking adventure and connection to history and nature. They are ideal destinations for honeymoons, weddings and wellness retreats due to their breathtaking landscapes and peaceful, relaxing environments. Additionally, its focus on sustainability and environmental conservation is especially attractive to those looking to support responsible tourism practices.
T2L: Businesspeople in Brazil are very resistant to new investments. TM has wide distribution in communication channels between tour operators, travel agencies, media partners and end consumers. On the other hand, tourists want to invest in travel. How to resolve this impasse? How to achieve consumption without investment?
Víctor Manjarres: The challenge of increasing consumption in tourism without direct investment is not simply to minimize costs, but to maximize available resources efficiently, to inform both distribution channels and the final public, generating the best return on investment. This entails a creative and strategic approach to delivering added value, as well as working closely with key commercial players. In Brazil, businesspeople and partners are receptive to new opportunities, as we emphasize authentic experiences and destination attractions: culture, gastronomy, nature and various activities. These aspects are irresistible for both travelers and business partners. We always cultivate strategic alliances with local companies to increase the visibility and reach of destinations, generating interest without the need for large financial investments.
T2L: On the eve of WTM Latin America, what are the news and new promotion strategies for the brands that your company represents?
Víctor Manjarres: TM Americas is a leading international tourism marketing company, specializing in world-class destinations and attractions. Our main strategy is to combine destinations that are so interesting to promote, due to their wide range of attractions, with our team of trilingual professionals specialized in different areas: marketing, sales, communication, digital marketing and brand positioning. And an event as important as WTM Latin America is an excellent showcase, in addition to providing a more personal approach directly with the trade, it is also a great way to establish collaborations and strategic partnerships.
T2L: How important is it for children, young people and adults to visit the Kennedy Space Center Visitor Complex?
Víctor Manjarres: Visiting the Kennedy Space Center is a unique and inspiring experience for people of all ages, not just children. In addition to space exploration, science and technological advancements, it is a place where you can learn about the present and future of the space program and humanity itself. At the NASA Visitor Complex we witness the new technologies that will ensure the viability of humanity and continue to improve the quality of life, just as they have done with tens of thousands of inventions that have changed everyone's everyday lives. It's ideal for a trip for the whole family, with different activities, educational programs and interactive attractions that help you better understand outer space. Additionally, it is important to note that the Kennedy Space Center is a Certified Autism Center, which makes it even more inclusive and accessible to everyone.
Visitors have the opportunity to see a variety of rockets up close, interact with veteran NASA astronauts, explore the Space Shuttle Atlantis and enjoy the Space Shuttle Launch experience. Here, you can experience the thrills of a space launch in a realistic simulation that recreates the takeoff of a space shuttle.
After a visit to KSCVC, a great opportunity is to explore the Central Florida region, an ideal destination for families looking for outdoor adventures. This area is filled with serene lakes and offers a variety of activities, from exploring the Safari Wilderness nature reserve and Circle B Bar, known for its lush flora and fauna, to having fun at Legoland and Peppa Pig Theme Park.
T2L: You started in tourism in 1989, and TM Americas will celebrate 17 years of history. Is there a formula to make it work for so long?
Víctor Manjarres: Our success has been forged by a combination of fundamental elements, among which four pillars stand out: the passion that drives our work, an unwavering commitment to excellence, a team of highly qualified professionals in different areas and, fundamentally, the Our team's commitment to constantly exceeding the expectations of both our customers and the travel operators and agents with which we collaborate.
Throughout our journey, we have embraced the dynamics of the travel sector with enthusiasm and determination, adapting quickly to market changes and preferences. We strive to stay ahead of the curve, seizing opportunities and offering customized solutions to our customers. Additionally, our team shares a deep love for the destinations we represent; his passion for tourism drives his dedication. They are constantly looking for unique ways to stand out in the market, innovating and developing deep local and regional knowledge.
Interview: Mary de Aquino.