WTM launches WTM Latin America 2026 in São Paulo with a focus on “Regenerate, Restore and Reconnect”

The choice of a setting that breathes culture and experience began on the morning of November 27th with the Roda Rico spinning above the treetops of Villa-Lobos Park, a space created between the late 1980s and early 1990s in homage to the maestro Heitor Villa-Lobos. The park's connection to music and surrounding cultural institutions, such as the Tom Jobim School of Music, made the location symbolic for the launch of WTM Latin America 2026.

WTM Latin America by RX Global Event Leader, Bianca Pizzolito, orchestrated the meeting, highlighting that transforming the press conference into an outdoor experience was part of the narrative the fair aims to build. "Experience impacts how we process and see the world," stated Pizzolito, explaining the choice to host journalists in an open landscape, seeking to broaden the audience's perspective and sensitivity to the theme of the next edition.

A portfolio that expands and reaffirms its global strength.

Right at the beginning of the presentation, Pizzolito contextualized WTM's global positioning, recalling that the portfolio has grown from four to six events. WTM London maintains its leading position, followed by ATM Dubai, the African and Latin American editions, and the new WTM Spotlight format, which debuts in 2026 with a regional focus.

Behind the scenes, Pizzolito introduced the Brazilian team responsible for structuring the Latin American edition — from commercial management to marketing, including financial planning — and highlighted the ongoing support from the London team, which strengthens the event's international alignment.

The most mature edition in terms of numbers and relevance.

Looking back at 2025, Pizzolito described the edition as "the biggest and best" in the history of WTM Latin America, a statement supported by successive growth. The fair welcomed more than 32,000 tourism professionals, increasing visitor numbers by 9.5% compared to the previous year. The sequence of previous increases—of 10% and 37%—reinforces the mature environment the sector is experiencing. There were 837 exhibitors and 49 countries represented, 8,615 travel agents, 500 Agents on the Road, 80 hosted buyers, and 3,121 Buyer's Club members.

The increase was also reflected in the number of exhibiting brands and the diversity of countries represented. Business meetings, monitored by digital tools, reached record numbers and demonstrated the growing adoption of the event's integrated platforms. According to Pizzolito, the growth of qualified attendees, such as Buyers Club participants, international hosted buyers, and agents selected by the Agents on the Road program, further reinforces "the maturity and relevance of the event."

Diversity as a structuring value

RX Global's diversity guidelines were strongly emphasized in Pizzolito's speech, who highlighted the event's responsibility to reflect this policy in its supplier choices, speaker lineup, and services offered to the public. The fair maintains structures such as the Multi Faith Room, which welcomes prayer and meditation practices; the Quiet Room, designed for neurodivergent individuals or those requiring controlled sensory environments; as well as gender-neutral restrooms and accessible transportation.

The second edition of the Diversity Route highlighted 31 market initiatives, including accessible and community-based tourism projects, validated by a curatorial team specializing in diversity.

The strength of Latin America in the Responsible Tourism Award.

The Responsible Tourism Award reached an important milestone by bringing together 160 projects from 13 countries. According to Pizzolito, the increased participation from Latin America demonstrates the progress of discussions on sustainability and positive impact in the region's tourism sector. In 2026, the award will include a new category focused exclusively on destinations with regenerative tourism initiatives, supported by the Global Sustainable Tourism Council.

The debut of the Experience Zone and the new logic of the experience.

Among the most celebrated aspects of the last edition, the Experience Zone stood out as a space that allows visitors to experience destinations and products in a sensory way. This concept even inspired the Travel Festival at WTM London. For 2026, the experience area will be strategically positioned in the center of the pavilion, reinforcing the role of experience within the business journey, without compromising the commercial flow of the fair.

Plant transformation and necessary expansion

The changes to the building's layout presented by Pizzolito reflect a strategic evolution, not just a structural one. The Mobility and Travel Providers areas, launched last year, will be expanded due to growing demand. The area dedicated to tour operators—always highly sought after—remains fully occupied. To accommodate the growth of specific segments, such as Brazil, Latin America, and Europe, the pavilion has been expanded by 5%.

Pizzolito emphasized that "square meters are not the only parameter," indicating that exhibitor satisfaction and the volume of scheduled meetings also guide decisions about the fair's design.

Digital tools and event intelligence

WTM Latin America has established itself as a "smart event" thanks to the suite of digital tools integrated into the pavilion. The Lead Manager App, WTM Meet, Collect, and the Exhibitor Dashboard create an ecosystem that connects visitors and exhibitors before, during, and after the fair. According to Pizzolito, the dashboard allows exhibitors to adjust strategies in real time, based on the analysis of product and visitor engagement data.

The theaters and the depth of the content

Marketing director Virgínia Marques presented an overview of the three thematic areas that make up the core content of the fair. According to Marques, "leadership, regenerative tourism, and the qualification of agents will permeate all three areas, each addressed from its own critical perspective." She also emphasized that the area focused on transformation will once again host the Responsible Tourism Award.

The launch of the Minister's Summit

Inspired by the traditional WTM London meeting, the Latin American and Caribbean Minister's Summit will be held for the first time in 2026. The discussion will bring together ministers and government representatives from the region to debate responsible and regenerative tourism, consolidating the institutional maturity that WTM Latin America has been building.

Reporting and photo: Mary de Aquino.