Lacte 21: Edmar Mendoza Bull, CEO of Copastur, details multibrand strategy, expansion into more than 20 countries, and artificial intelligence integrated with human service

Lacte 21 is the main meeting of the travel, events, and corporate mobility market in Latin America. At the event, Copastur reinforced its positioning as an integrator of complete solutions for companies seeking efficiency, technology, and closer customer relationships.

Edmar Mendoza Bull is the second generation to lead the company with a focus on innovation, sustainability, and structured regional expansion.

Participation since the earliest editions

Copastur’s relationship with Lacte follows the evolution of the event itself. According to Bull, the company has participated almost since the beginning, when the meeting was smaller and focused mainly on travel managers.

The CEO emphasized that participation is not limited to the two days of the conference. The company participates in committees and discussions throughout the year, contributing to the development of the corporate travel and events market.

Technology as a tool, not a replacement

Technological innovation is one of the pillars of current management. The company operates in an omnichannel model and uses Zuri, its proprietary intelligence system that runs across all platforms, especially in the C+ app, integrating products and brands into a single platform.

When asked about the use of artificial intelligence and the limits to preserving personal contact, Bull was direct:

“It’s not that we refuse to use it. We use everything we can, but always supporting our consultant,” he said.

He reinforced that human presence is decisive, especially in critical situations.

“We have our entire service structure already in omnichannel format, using artificial intelligence, but always maintaining human contact to resolve issues that are outside our control,” he explained.

For the executive, 24-hour agility is essential in cases of weather disruptions, flight rebooking, and emergency corporate situations.

Two generations and nearly five decades of history

Copastur was founded by Bull’s parents and is approaching 50 years of operation. He assumed the role of CEO in 2023, while his father, Edmar Bull, remains president.

Recalling the early days of the operation, Bull described a completely manual environment. Tickets were issued on paper, there were open-air bridge flights, and strong dependence on physical agencies.

Despite digital transformation, he observes important continuities in the business model.

“In practice, what we see is that many things have remained the same: how to move someone from one point to another with as little friction as possible.”

Looking ahead, the CEO noted that innovation is accelerating, but one certainty remains:

“People will not stop traveling, will not stop valuing human contact, and will not stop maintaining cultural relationships.”

Suppliers as a strategic link

The relationship with suppliers was another emphasized point. The company maintains a dedicated area to manage these partnerships and develops programs to strengthen collaboration.

According to Bull, there is no such thing as a good or bad product, only suitability for the traveler’s profile. The agency’s role is to connect the right customer with the right supplier, ensuring results for both sides and joint evolution, especially in technology and innovation.

Trends and changes in corporate behavior

The executive highlighted that companies are increasingly seeking integrated solutions capable of combining technology, travel management, events, and personalized service in a single partner.

There is also a clear return to valuing in-person interactions, both in events and employee collaboration. At the same time, demand is growing for more efficient travel with less stress and greater safety.

The concept of bleisure — when professionals extend business trips for cultural or leisure experiences — is gaining space and is increasingly seen as a corporate benefit.

Buffly and growth in the eSports market

Strategic diversification includes the gaming segment through Buffly, a brand focused on logistics and service support for teams and fans in the eSports ecosystem.

“When you think about eSports, you think everyone is at home playing, but that’s not the reality,” he said.

He explained that operations involve international travel for Brazilian teams, technical support, accommodation, transportation, and proper infrastructure for competitions in different countries. The initiative emerged internally from employees who identified market potential.

International education and immersive experiences

In education, the company operates with its own international education brand — Change Programs — which partners with more than 80 schools abroad.

Bull highlighted that although online education has expanded, the in-person experience remains irreplaceable for language learning and cultural immersion. Programs also include formats designed for families, combining study and international experience.

Consolidation of operations in more than 20 countries

Copastur’s international strategy is structured across more than 20 countries in Latin America and the Caribbean, combining local partners with proprietary technology and 24-hour emergency support from the company’s team. The structure aims to serve regionally managed companies that seek standardized services and consistent quality across different markets.

After Brazil, Mexico and Colombia are among the most relevant markets, while other markets have shown consistent growth in recent years.

Event infrastructure and economic impact

Bull also emphasized the need to expand convention centers in Brazil, especially for events with more than 500 or 600 participants.

He noted that tourism represents about 8% of Brazil’s GDP. For the executive, strengthening event infrastructure increases activity across the entire service chain and directly impacts regional economies.

Throughout Lacte 21, Edmar Mendoza Bull made it clear that Copastur’s strategy is based on combining family tradition, technological innovation, structured expansion, and specialized niche operations — always with the premise of reducing friction and delivering complete solutions to corporate travelers.

Among the brands that make up the Copastur ecosystem are Aquarela Agência (events, incentives, and brand experience), Goya Travel (luxury travel), Change Programs (international exchange and education), Buffly (sports and eSports), as well as Copastur Leisure, Copastur Energy, PassForAll, CopasturCard, the C+ SuperApp, and Copastur Premia, consolidating an integrated platform serving corporate, leisure, educational, and sports travel and event technology solutions.

Report and photo: Mary de Aquino.