PETRABAX celebrates 40 years of innovating personalized travel experiences
At WTE Miami, we spoke with Marcos Roel, Director of PETRABAX, about the company's history, the new products they presented at the fair, and the trends that are shaping the future of tourism in Europe and beyond
Could you tell us what PETRABAX is?
The company is a tour operator that will celebrate its 40th anniversary in January. We operate on two fronts: the English-speaking American market, where we specialize in Spain, Portugal, and Morocco; and the Latin American market, with a portfolio that spans Europe, Africa, the Middle East, and Asia, always with services in Spanish. We offer everything from individual trips and escorted tours to luxury products such as trains and the Camino de Santiago.
What motivated you to participate in WTE Miami?
It's an excellent opportunity to meet with clients, network, and establish new business relationships. It also allows us to explore collaborations with destinations and suppliers to enhance our offering.
What new products are you launching this year?
In 2026, to celebrate our 40th anniversary, we will introduce new product lines and partnerships with other major new operators. For the English-speaking market, our goal is to be the leading comprehensive travel provider for Spain, Portugal, and Morocco, with carefully designed experiences and reliable service. For the Spanish-speaking market, Petrabax will establish itself as the trusted partner for exploring the world, with comprehensive itineraries, authentic experiences, and expert guidance every step of the way.
How do you work with agencies and operators to personalize experiences?
Very personal. We work with our agents to analyze each client's needs and select the ideal tour. For individual trips, we design customized itineraries based on a detailed questionnaire that allows us to understand each traveler's specific needs.
What trends do you see in travel to Europe?
Accessibility is a big trend, as is luxury tourism and a focus on sustainability. We've also noticed a shift in tour formats: in addition to traditional bus transportation, high-speed trains and more immersive experiences are being integrated. It's not just about visiting a place, but about connecting with the local culture, for example, by taking a cooking class at a family home instead of a school.
What are the main challenges facing the industry today?
Undoubtedly, geopolitical and economic factors. Wars and conflicts generate uncertainty among travelers. Furthermore, exchange rate fluctuations have made travel to Europe more expensive. Although the US market is willing to pay for premium experiences, currency surcharges impact demand.