Business is done between people: the philosophy of B2B Travel Partner that is conquering the Latin American market

What are the objectives of your participation in WTM?

WTM is much more than an event for us: it's a real business opportunity. We're here to connect face-to-face with tourism companies that want to expand in Latin America but don't yet have a clear strategy for doing so. We're looking for destinations, hotels, attractions, theme parks, and DMCs that understand that Latin America requires a local presence, genuine relationships, and a strategy tailored to each region. WTM is the starting point for these conversations, and we're here to have them in person.

What does B2B Travel Partner do and at what stage of the process do they support agencies, operators and DMCs?

We are a commercial representation company specializing in Latin America. We work with five core services: Business Development, Sales Support, Regional Call Center, Marketing, and Market Intelligence . All of these are delivered by our own local teams in Mexico, Colombia, Brazil, and Argentina.

Our approach is simple yet powerful: we go directly to the offices of travel agencies and wholesalers, meet with them, and present the product face-to-face. We have our own segmented database, which allows us to reach the right person at the right time. We're not generalists: if the product is luxury, we go to luxury agencies; if it's adventure, we go to adventure agencies; if it's family or corporate tourism, we tailor our audience accordingly. Our operational capacity allows us to generate between two and three in-person meetings per day in each market where we operate.

Every week we provide our clients with real market intelligence: trends, agency feedback, competitive analysis, and KPIs. We become their local Business Development team, part of their sales structure in the region, without the costs or complexity of setting up their own operation.

And here lies our most important differentiator: our mission is not to be another link in the chain, but to eliminate it. We connect suppliers and agencies directly, ensuring that the pipeline, contacts, and relationships always remain in our clients' hands. Today, we represent luxury vacation properties in Florida, DMCs in Italy, Switzerland, and France, tour operators in Japan, China, and the Middle East, and we are expanding our portfolio into Greece and Vietnam.

For agencies in the Americas, this means something very concrete: access to curated products from globally established brands, negotiating directly with the supplier, without intermediaries that inflate the price. This makes them more competitive, with better margins and access to unique products that aren't yet widely available.

How do you see the B2B tourism business in LATAM today, and what factors are shaping its evolution?

Latin America is currently one of the markets with the greatest growth potential in international tourism. Mexico, Brazil, Colombia, and Argentina generate sustained demand for quality travel, with increasingly professional agencies.

What makes the difference is proximity and trust. This market isn't won from a distance: it's won by being present, visiting agencies in their own offices, and building one-on-one relationships. The brands that are gaining ground are those that have someone on the ground representing them with conviction every day. That's exactly what we do.

What are the main challenges faced by companies seeking to grow in the Latin American market?

The first mistake is believing that Latin America is a single market. It isn't. Mexico, Brazil, Colombia, and Argentina have completely different business dynamics and negotiation paces. A one-size-fits-all strategy won't work.

The second challenge is continuity: many companies make contacts at trade shows but then have no one on the ground to follow up. The third is excessive intermediation, where information gets lost and no one owns the relationship. And the fourth is operating without real market information. We solve all four with a local presence, weekly reports, and direct connections between suppliers and agencies.

After WTM, what other fairs or events do you plan to participate in?

We have a very active schedule: WTM London, ITB Berlin, FIT Argentina, ANATO Colombia, ABAV and WTM Latin America Brazil, and FITUR Spain , among others. We cover both global and regional events because we understand that each trade fair has its own ecosystem of buyers.

But trade shows are only one part. What truly drives the business are the ongoing in-person visits our teams make in each country. We firmly believe that business is done between people, and that guides everything we do.

Looking ahead to the rest of the year and the future, what specific goals have you set as an organization?

For the remainder of 2026, the focus is on consolidating and growing in Mexico, Colombia, Brazil, and Argentina, deepening relationships and adding new clients with quality products.

Our big bet is on 2027, when we launch our expansion into the United States , operating from our headquarters in Orlando, Florida . This will allow us to have a presence in the five most strategic markets in the Americas: the United States, Mexico, Colombia, Brazil, and Argentina.

Tourism is one of the most human-centered sectors, and our model reflects that: people representing people, markets built on trust, and relationships that last. Our vision is to be the strongest bridge between the world's best suppliers and agencies in the Americas. That's what we're building, day by day, city by city, conversation by conversation.

More information:

Web: www.b2btravelpartner.com

LinkedIn: linkedin.com/in/guillermotm