WTM Latin America debuts Experience Zone

The 2025 edition of the region's largest B2B travel and tourism event debuts the Experience Zone, an immersive, sensorial space that invites participants to experience, explore, and connect with brands and destinations in an innovative way.

More than a novelty in the trade fair space, which takes place from April 14 to 16, this area is a direct response to the growing search for authenticity in travel, a reflection of the behavioral shift already taking place in the global tourism industry. The proposal is simple: transform commercial interactions into experiences capable of provoking emotion and, thereby, strengthen ties between companies and buyers.

“The Experience Zone is an invitation to access destinations and products in a more sensitive way, awakening the senses and creating memories with the brands. Our goal is to support exhibitors in this process and, at the same time, positively impact the professionals who visit the fair,” summarizes Bianca Pizzolito, Event Leader of WTM Latin America.

The new area is strategically located within the pavilion and brings together five distinct activations, with a highlight being a sensory installation celebrating the five continents. In this central space, typical aromas, regional sounds, and iconic images from each region create a true "open book" of experiences through which visitors can travel. "Headsets, screens, and scent-dispensing stations will stimulate the senses and create emotional connections. The goal is to make the public experience the territories and understand how they connect to the brands," says Bianca.

Around the area, playful and interactive activations complement the central proposal. Minas Gerais (Brazil), for example, will have a spa installed in the pavilion to showcase its potential for wellness tourism. TAP Air Portugal will have a lanyard personalization station, strengthening visitors' emotional memories of the brand. The Anima group, a leading higher education institution in the country, will activate a 360-degree image experience, inviting visitors to enter an audiovisual capsule.

The welcome to the space will be provided by United Parks, which will bring a themed parade featuring characters reminiscent of the rainforest to the pavilion to introduce Busch Gardens' newest attraction, Wild Oasis. Actors dressed as four South American animals—capybara, monkey, toucan, and anteater—will perform choreographed movements with the experience area sign and invite guests to enter the space. Inside the area, the group will also have a prominent space with a themed backdrop to ensure guests can take photos with the characters.

“To promote the new, fully immersive children's area opening at Busch Gardens this year, Wild Oasis, we'll be bringing to the fair some characters inspired by the animals from the new multi-species habitat on the site. The idea is for everyone to experience the incredible experience of this new attraction, which will also feature small attractions made especially for children. In addition, we'll be promoting the new attraction coming to SeaWorld Orlando this year, Expedition Odyssey, a family-friendly adventure that will combine dynamic motion, cutting-edge visuals, and real-life encounters with Arctic animals. And, of course, we can't forget to mention the two- or three-park ticket offer from the United Parks group in Florida, which now includes a free dining plan with every visit,” comments Leonardo Fortes, the group's Marketing and Sales Manager in Brazil.

Rather than simply representing products and destinations, the Experience Area focuses on the sensorial aspect to broaden visitor understanding and generate real engagement. “This is a strategy that aligns with WTM Latin America's mission to bring together excellent content, business opportunities, and human connections in a single environment. With the launch of the space, the event offers an opportunity for brands to invest in an experience-driven journey,” Bianca concludes.

Source: WTM Latin America.