Lacte 21: Juliana Patti highlights Alagev's record growth and legacy of innovation in the sector

Held on February 23rd and 24th at the WTC São Paulo, the ALAGEV Lacte 21

The Latin American Association of Event and Corporate Travel Managers brings together suppliers, buyers, and experts in the corporate travel, events, and mobility sector.

Organization built since the closing of the previous edition

The construction of Lacte 21 began at the close of the previous edition. According to Juliana Patti, the planning is continuous and strategic. "This event has been built since the end of last year, and when one ends, another begins," says Patti.

The president explains that this year's concept focused on the "B side" of people, reinforcing the idea of ​​presence and authenticity. "This year's Lacte is very much about presence, the presence of who you really are," she emphasizes.

Growth was also driven by the expansion of sponsors and the entry of new companies, such as 99 Empresas, which is participating for the first time. The inclusion of startups and the diversification of exhibitors broadened the traditional scope of the event, previously concentrated on hospitality and air transport.

Significant growth and institutional transformation.

Upon completing four years in leadership, Patti presents numbers that highlight the transformation of the entity. In 2021, the association had approximately 250 members. Today, there are 650.

“These are very high numbers, and it's not just Juliana Patti. It's the work of the group, the communities, the new leadership,” emphasizes Patti, acknowledging the collective effort.

She recalls that the beginning of her term was marked by restructuring in the post-pandemic period. The arrival of Luana Nogueira in the second phase of her mandate strengthened the educational front and contributed to the international expansion of the organization. “Many things happened over these four years. I am very happy with the legacy that remains,” she affirms.

Você Inspira – consolidates market recognition

Among the initiatives she considers her legacy is the Você Inspira award, created during her administration. The award recognizes market talents, both clients and suppliers, who have presented relevant results in their companies.

“The award is a recognition of market talents, whether clients or suppliers, what you actually did in your company that you are proud of, that brought results and that you want to share with other managers to generate a movement of exchange, of inspiration,” explains Patti.

With categories such as Partnership, Innovation, and ESG, the award is in its fourth year. “I say it’s my legacy for Lacte, because it started with me and today it belongs to everyone,” she affirms.

Leadership transition and strategic continuity

Juliana Patti officially ends her term immediately after the event. The succession will be led by Joyce Negrelli Carrieri Macieri, who holds the position of Global Travel Manager at Minerva Foods and is a director on the GBTA regional council.

“She was already on the Council, she’s very active in the communities, so I’m very calm,” declares Patti, emphasizing that the alternation of leadership is healthy for institutional evolution.

Strategic Curation and Content Diversity:

The content of Lacte 21 was developed with a focus on diversity, innovation, and experience. The curation benefited from specialized support and co-creation by the management group.

“It’s an event for everyone, where people truly play their role in bringing knowledge and exchanging ideas,” says Patti.

In addition to diverse panels, the event provided strategic numbers and indicators to assist in companies' budget planning. Lacte is also the entity's main source of revenue, enabling actions throughout the year.

Experience as a Central Element:

The event's opening featured performances and activations that symbolize the balance required by the sector. One of the presentations drew an analogy to the daily challenges of event management.

“Events are very much about experience,” reinforces Patti. For her, it's not enough to simply display products; it's necessary to create activations that attract and engage the audience.

The “Bring Your B-Side” concept guided thematic tracks and stages designed to stimulate energy, interaction, and knowledge exchange.

Diverse Exhibitors and Space Expansion:

The growth in the number of exhibitors required adaptations to the event layout. One of the indoor stages was relocated to expand the booth area, and a new stage was set up in the outdoor area.

In total, Lacte 21 brought together 75 exhibitors, significantly expanding the diversity of companies present, including technology, mobility, agencies, airlines, and innovative solutions for corporate events.

Destinations Bet on the Corporate Market:

The presence of national and international destinations reinforces the strategic role of the MICE segment. Patti highlights the importance of structured partnerships with the association.

"I'll say it's about talking to Alagev," she states. She explains that the entity develops the "Alagev Goes to You" project, taking delegations to visit destinations, hotel networks, and entertainment infrastructure.

The initiative connects managers to concrete opportunities, strengthening the positioning of cities that wish to expand their presence in the corporate market.

With a management style marked by reconstruction, growth, and innovation, Juliana Patti concludes her cycle at the helm of Alagev, leaving behind robust figures and consolidated initiatives that continue to drive the sector in Latin America.

Reporting: Mary de Aquino.
Photo: Caio Gallucci.