Reed Exhibitions is strongly committed to the growth of tourism in Latin America
We interviewed Jonathan Heastie, Portfolio Director - Travel at RX (Reed Exhibitions), during his first participation in WTM Latin America, where he shared his impressions of the event, his plans for the 2026 edition and his vision for the growth of the Latin American market
What was your impression of this edition of WTM Latin America, considering it was your first time attending the event?
It felt magical to me. I spent a whole year working with the team from London, not knowing exactly what the event would feel or look like in person. And when I arrived here, I found something truly extraordinary. All World Travel Market events are impressive, but this one had something special about it. Maybe it's the local culture, but there's an energy, a warmth, a camaraderie... and opportunities everywhere. I was blown away by the level of professionalism, the scale of the event, its dynamism, and the sheer number of participants.
I hope we've generated a lot of business over the past few days, and I'm already excited to work with the team over the next 12 months to build an even bigger and better edition.
How do you imagine the 2026 edition?
I hope we can fill the entire pavilion. I think many of the destinations and exhibitors present this year are eager to return with an even stronger presence. Next year's exhibition should have more experiences, more interactivity, and more immersion.
Our idea is also to encourage clients who participate in events like the Arabian Travel Market in Dubai, which takes place in two weeks, or WTM London, to come here, to Brazil, to the Latin American market. We already had an international presence with countries like Egypt and Italy, but we're going to dedicate this year to attracting many more so they can discover how extraordinary this event is.
How do you see the Latin American and Caribbean market?
Like all markets, it's growing, and this week here confirmed it. I spent many hours watching people conduct business, greet each other, and interact. Although I only speak English and don't understand Portuguese, it's evident from the body language and dynamics that there's a lot of activity, whether among people who've known each other for years or meeting for the first time.
In the trends report we presented in London last November, we already projected strong momentum for the Latin American market. There is growth all over the world, but this region seems to be growing faster this year than in previous years. I think they have a great opportunity. I already said this in my keynote address: the continent's energy, its creativity, its ability to reinvent itself are unique advantages. All of this puts the region, and each country within it, in a privileged position to take advantage of the sector's global growth.
What is your personal conclusion about this experience in Brazil?
I'm delighted to have been here. I'm excited to be part of this event and look forward to continuing to collaborate with everyone to make it even bigger and better next time.