Universal Parks & Resorts strengthens its connection with Latin American trade
At IPW 2025 in Chicago, Daniela Madrid, Senior Manager, Business Development at Universal Parks & Resorts, shared with Travel2latam the regional strategy, the latest developments in the destination, and the impact of Epic Universe on the theme park industry
What was the objective of Universal's participation in this edition of IPW?
It's always key for us to stay connected with travel agents and operators around the world, and IPW is the perfect venue for that. Latin America remains a priority market for Universal Parks & Resorts, and these types of events allow us to strengthen alliances, showcase our new features, and continue driving sales of experiences within our parks.
What new features are you introducing this year?
The most important thing is undoubtedly the opening of Universal Epic Universe, our new theme park in Orlando, which is scheduled to open in 2025. This project represents an unprecedented expansion for Universal Orlando Resort, with new themed lands such as The Wizarding World of Harry Potter – Ministry of Magic, How to Train Your Dragon – Isle of Berk, Super Nintendo World and Celestial Park, which is the central area of the park.
We're also highlighting new experiences at our existing parks, such as the recent opening of DreamWorks Land at Universal Studios Florida, and new dining and hotel options that further enhance the experience.
How are you currently working with the Latin American distribution channel?
Latin America is a very loyal market for the Universal brand. We have seen sustained growth in the region and continue to work with targeted campaigns, materials in Spanish and Portuguese, virtual and in-person training, and tools designed to facilitate the sale of our products.
In addition, we maintain a very close relationship with our strategic partners in key markets such as Brazil, Mexico, Argentina, Colombia, and Chile, among others.
How does Epic Universe influence growth strategy?
Epic Universe is much more than a new park. It's a way to redefine the visitor experience, not only in terms of attractions, but also in how the hotels, technology, and amenities are integrated throughout the resort.
This new park further positions us as a complete and competitive destination, capable of attracting those already familiar with Orlando, but also those looking for an unforgettable first visit. We hope it will be a great catalyst for new travelers and for extending their stays.