WTM Latin America: tourism in the region shows great potential for the future

The 2026 edition of WTM Latin America opened its doors this Tuesday in São Paulo, solidifying its position as one of the leading meeting places for the region's tourism industry. Under the theme "Regenerate, Restore and Reconnect – Travel with Purpose," the event runs until April 16 at the Expo Center Norte.

The opening day made clear the potential of Latin American tourism, with an agenda marked by innovation, sustainability and the growing collaboration between countries.

During the opening, the event's head, Bianca Pizzolito, highlighted the transformation the industry is undergoing and the trade show's role as a catalyst for that process. "WTM Latin America has never been a static event, but rather an organization that observes, adapts, and evolves," she stated, emphasizing the importance of broadening our perspective on the changes impacting the sector.

Similarly, Claudio Della Nina, CEO of RX Brasil, emphasized the value of these meetings as generators of opportunities. He noted that the tourism industry functions as a platform for connections that boosts the economy and facilitates the creation of businesses and strategic alliances.

For his part, Jonathan Heastie of RX Global emphasized Latin America's importance on the global tourism map, highlighting its diversity, creativity, and adaptability. He also noted that travelers are increasingly seeking authentic, sustainable experiences connected to local communities.

Regenerative tourism at the center of the debate

Regenerative tourism, the central theme of this edition, permeated much of the program with panels and conferences that addressed the topic from the perspectives of practice, science, and the market.

One of the highlights was the participation of Heloísa Schurmann, co-founder of the organization Voz dos Oceanos (Voice of the Oceans), who shared her experience in ocean protection and called on the tourism sector to take action. “I have great faith in people,” she said, after presenting the results of expeditions that included waste collection and connecting with environmental projects in different countries.

The panels also agreed on the need to strengthen regional integration. Specialists like Jorge Moller pointed out that Latin America has the potential to position itself as a tourism bloc with its own identity, while voices like Ana Duék and Arvey Granada highlighted the continent's cultural, natural, and human wealth as a key differentiator.

A milestone in regional articulation

The first day of the event was also marked by the Ministers' Summit, an unprecedented meeting that brought together tourism authorities from eight countries in Latin America and the Caribbean, creating a space for dialogue and joint development.

During the meeting, progress was presented on the study on sustainable tourism promoted by the Inter-American Development Bank in conjunction with UN Tourism, which analyzes the role of observatories in the region.

The debate addressed key issues such as innovation, connectivity, sustainability and regional integration, reinforcing the importance of a common agenda for tourism development.

Innovation and new tools for the sector

Another important announcement was the launch of “Desbrava,” a platform developed by Embratur in partnership with Sebrae. The initiative aims to boost the internationalization of Brazilian tourism through training, market intelligence, and access to strategic data.

In parallel, technology and changes in traveler behavior were also part of the agenda. Google highlighted how artificial intelligence and new consumption patterns are redefining the industry, with a growing focus on understanding user needs and expectations.

Recognition of Afro-tourism

The event also included the presentation of the Guia Negro Afrotourism Award, which recognized outstanding destinations, initiatives, and professionals in this sector during 2025. The award reaffirms the importance of cultural diversity and inclusion within the region's tourism development.

With an agenda that combines reflection, data and action, WTM Latin America 2026 left a clear message on its first day: tourism in Latin America not only shows signs of recovery, but also a strong capacity for transformation and sustained growth towards the future.

Source: WTM Latin America.