WTM Latin America consolidated its leadership with record attendance, business, and diversity

WTM Latin America 2024, held from April 14 to 16 at the Expo Center Norte in São Paulo, closed its edition with historic results. The event, which is positioned as the leading tourism trade show in Latin America, registered significant growth on all fronts: attendance, exhibiting brands, area occupied, and number of deals made. “This edition was very successful in every way it set out to do,” said Bianca Pizzolito, Event Leader of WTM Latin America by RX Global.

8% growth in visits

A total of 29,179 people attended the event, representing an 8.04% increase compared to 2023. The first day of the fair saw a 2% increase in visitor numbers compared to the previous year, while the second day saw a 7% increase. “We saw the pavilion packed, lots of people strolling around, doing business. That makes us very happy,” Pizzolito celebrated.

More brands, more business

With 837 exhibiting brands—5% more than the previous edition, which had already broken a record—the fair featured 23% new exhibitors, demonstrating a significant renewal in the profile of participating companies. The total surface area also grew by 10%, with 8,027 square meters sold.

"The operator area, for example, was completely sold out a month before the event. This demonstrates the high demand and market recognition," the executive stated.

The appointments exceed those of previous editions

A significant milestone was the number of appointments on the fair's digital platform, which exceeded 500 scheduled appointments in just two days, surpassing the total from previous editions. "This clearly demonstrates that participants are more connected, more direct, and more committed to doing business," Pizzolito emphasized.

Diversity and experiences as a focus

The 2024 edition was also marked by a reinforced commitment to diversity. In addition to the traditional themes (Afro-American, LGBT+, and 60+ tourism), the event incorporated community-based and accessible tourism. “We literally mapped out a route on the ground so visitors could follow and see these initiatives,” he explained.

The new Experience Area was another highlight: "Some destinations brought their products and experiences to the center of the event, creating an emotional connection with visitors. This was just the first stage of a project that is destined to grow," he predicted.

Responsible tourism takes center stage

The Responsible Tourism Award broke a record for entries, with 164 initiatives from 14 Latin American countries. "We wanted the award to be increasingly Latin American, and this year we feel we've achieved that," said Pizzolito. Furthermore, WTM received the Afro Tourism Award, organized by Guía Negro, for the second time, reinforcing its role as a platform for inclusion.

Global market trends and movements

Despite the smaller presence of Asian destinations at this edition, the event had African representation, with countries such as Tunisia, Morocco, and Egypt. Europe maintained a fluctuating presence, reflecting market fluctuations. "The fair is Latin American, but the idea is to promote Latin America to the world and the world to Latin America," Pizzolito emphasized.

Results that speak for themselves

"I received many testimonials about the quality and quantity of business done," revealed the event leader. To attract an entrepreneur, there's no convincing them. The only thing that convinces them is the result. And if they come back, it's because they're reaping the rewards.

With this performance, WTM Latin America confirms its position as the largest tourism trade show in Latin America, projecting even more growth for the next edition, which returns to its traditional Tuesday-Thursday format in 2026, on April 14, 15, and 16.

Report: Mary de Aquino.