WTM Latin America 2026 closed with a focus on regenerative tourism, innovation and recognition of sustainable initiatives
After three days of activity at WTM Latin America, the event brought together industry leaders in São Paulo to discuss trends, sustainability and technology, as well as awarding outstanding responsible tourism projects in the region
The 2026 edition of WTM Latin America concluded, solidifying its position as one of the leading business and discussion forums for the regional tourism industry. During the event, held at the Expo Center Norte in São Paulo, destinations, companies, tour operators, and key industry players participated with the aim of generating business opportunities and analyzing the challenges facing tourism in Latin America.
Under the motto “Regenerate, Restore, Reconnect,” the fair focused on regenerative tourism as a cross-cutting theme. This approach seeks to go beyond traditional sustainability, promoting a positive impact on destinations through environmental preservation, strengthening local communities, and creating long-term value.
In parallel, the program included discussions on distribution, technology, and new consumer trends. Specialized panels addressed how digitalization and data usage are redefining tourism marketing, as well as the importance of building more personalized relationships with travelers.
One of the highlights was the sixth edition of the Responsible Tourism Award, which recognized initiatives from across the region for their contribution to sustainable development. In total, nearly 200 projects from 16 countries were submitted, reflecting the growing importance of these practices in the industry.
Among the award categories, biodiversity conservation, inclusion and diversity, socioeconomic impact, and collaborative work in destinations stood out. In addition, the 2026 edition incorporated a special category focused on regenerative tourism, aligned with the event's guiding concept.
The discussions also highlighted the need to balance growth and sustainability, emphasizing the role of local communities and the importance of generating real economic benefits in destinations. Key trends were also identified, such as the search for authentic experiences, the growth of the "bleisure" segment, the increasing prominence of travelers over 50, and the use of technology as a personalization tool.
With strong participation from Latin American countries and global players, the fair reaffirmed its role as a strategic platform for tourism development in the region. Looking ahead, the sector faces the challenge of sustaining this growth by incorporating more responsible, innovative models adapted to the evolving demands of travelers.
Source: WTM Latin America.