Travel Next Minas: Marcelo Adams, CEO of Cativa Operadora, talks about the travel market across 5 continents

At the helm of the company, Marcelo Adams, CEO and founder, shared his vision of the market, the operator's differentiators, and the challenges of contemporary tourism during Travel Next Minas, an event that is already consolidating itself as a showcase for business in the sector.

"We started small, right in our own home. Today, we have 150 employees, representatives in every state in Brazil, and a portfolio that covers destinations worldwide," Adams noted.

A story built step by step

Cativa's journey began 24 years ago with road trips in Rio Grande do Sul. Over time, the tours expanded to other states and neighboring countries, and later to air travel, covering Brazil and international destinations.

"We gradually grew, eventually including cruises in our programming. Today, we offer a wide range of products, but without losing the essence of customer proximity," said Adams.

Northeast: the strength of Brazilian destiny

Among domestic destinations, the Northeast holds a strategic position for Cativa's operations, especially for foreign customers. According to Adams, the region combines natural beauty and a striking culture, key factors in attracting Europeans and Latin Americans.

“In the Northeast, travelers find diversity in a single location: different beaches, rivers, waterfalls, as well as enchanting cuisine and cultural events,” he explained.

Trending segments: from 50+ to themed tourism

Cativa's origins were with the 50+ demographic, which remains one of the operator's strongest segments to this day. Itineraries are designed to offer tranquility, smaller groups, and full guided support from the moment you leave Brazil.

"The guide is more than just informative; they're the person who integrates the group, helps at airports, provides meals, and provides support in any unforeseen circumstances. This makes all the difference for this group," Adams emphasized.

The company also serves niche groups on demand: student groups, wine lovers, or women's travel. While corporate travel isn't its main focus, the groups department also organizes events and corporate trips when requested by partner agencies.

Travel Next Minas: proximity to travel agents

Present at all three editions of the event, Cativa views the fair as strategic. "Travel Next Minas is very important because it focuses on travel agents, offering training, technology, and experiences. It's a modern space that has grown significantly," said Adams.

With Minas Gerais consolidating its position as an international air hub, the state has become one of the operator's main markets.

Captivates the world: destinations and the challenge of overtourism

The carrier operates on five continents, with the highest demand concentrated in the Americas and Europe. According to Adams, Africa and Asia are booming, especially destinations like Morocco, Egypt, South Africa, and Turkey.

Regarding the phenomenon of overtourism, the executive argues that the sector needs to act strategically to balance tourism and quality of life in cities.

"Tourism is wonderful because it generates savings and improves quality of life, but it can't be mass-market. The future lies in original experiences, respecting local communities and avoiding overloading destinations," said Adams.

Captive Differentials

When asked why travel agents should invest in Cativa, Adams was blunt: “We have complete transparency, over 50,000 air blocks to destinations worldwide, and a portal that allows 24-hour bookings with real-time support.”

Additionally, the company invests in weekly training, personalized marketing for partners, and exclusive products, such as 50+ itineraries with guides.

"Our job is to help agents sell more and safely. That's what sets Cativa apart," concluded the CEO.

Report and photo: Mary de Aquino.