Latin american tourism leaders discuss regional integration during WTM Latin America

During WTM Latin America 2025, held between April 14 and 16 at Expo Center Norte, in São Paulo, one of the most memorable moments was the panel “Tourism Integration in Latin America”, promoted by Skål São Paulo at the Teatro de Tendências. The meeting brought together authorities from six countries to discuss strategies for regional promotion, air connectivity and multi-destination tourism.

Latin America as a strategic priority

“More than 60% of the international tourists that Brazil receives come from Latin America,” highlighted Alisson Andrade, Embratur’s international markets coordinator. He reinforced the importance of regional integration as a growth driver and stated that programs such as Stopover are essential to stimulate tourism in different regions of Brazil: “Brazil is continental and allows tourists to enjoy different destinations in a single trip.”

Shared political challenges and opportunities

Representing Colombia, Andrés Díaz, director of ProColombia in Brazil, highlighted the obstacles to integration: “We have to deal with different ideologies, government cycles and political moments. But this can also be an opportunity, given the rise of protectionism in markets such as Europe and the United States.” According to Díaz, interregional tourism can be strengthened through cultural and corporate events: “Today, travelers are looking for experiences, not just destinations.”

Connectivity and the weak link

The precariousness of the air network was a common point between the countries. Ricardo Baraybar, Director of Inbound Tourism at PromPerú, revealed that Peru is betting on expanding Lima airport as a strategic measure: “We want to attract more airlines and increase connectivity, especially with Brazil, which is our second largest regional market.” Cristian Pos, from Uruguay, stated that the low population makes it difficult to attract new routes, but there are marketing actions to maintain and expand connections: “We are focused on promoting quality tourism, not price-based tourism.”

Cultural tourism and regional identity

From Paraguay, Andrés Ortiz highlighted the value of culture and nature as distinguishing features of the region: “Our main tourism product is the Jesuit Route, but we also offer authentic experiences with indigenous communities and local cuisine.” He advocated jointly promoting South America in Europe: “Why not sell South America as a single destination with multiple cultural and natural offerings?”

Cooperation as a path

All representatives agreed on the need for joint strategies and active participation by the private sector. “States cannot do this alone. Promotion must be done hand in hand with the market,” said Baraybar, from Peru.

In the end, the panel moderation by Andrés Hayes and coordination by Lawrence Reinisch reinforced Skål’s role in building bridges between countries. As Cristian Pos stated: “We have studies, data, and will. Now it’s time to put actions into practice.”

Latin America joins forces to strengthen regional tourism

In the face of rising protectionism in markets such as Europe and the US, Latin American leaders have highlighted intraregional tourism as a strategic alternative. During WTM Latin America, there was a consensus that the lack of air connectivity still limits the flow of travelers. Programs such as Stopover and multi-destination tourism were highlighted as viable solutions. The joint promotion of culture and corporate events was also advocated as a way to attract new audiences. Representatives stressed the importance of cooperation between governments and the private sector to put these strategies into practice.

Report and photo: Mary de Aquino.