Tourism Ministers of Colombia, Brazil and Ecuador meet at the ALTA Airline Leaders Forum 2021

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Tourism Ministers of Colombia, Brazil and Ecuador meet at the ALTA Airline Leaders Forum 2021
Source: ALTA
October 26, 2021

Officials have pledged to explore a joint initiative to foster regional cooperation

The ministerial panel held during the ALTA Airline Leaders Forum in Bogotá on October 26, 2021 has generated a significant initiative. This debate has focused on the role of tourism as an engine of economic recovery, as well as the most appropriate tools to promote innovation, sustainability and adequately meet the needs of post-pandemic travelers.

Within the framework of said session, the tourism ministers of Colombia, Brazil, and Ecuador have agreed to explore a joint initiative to develop a product that shows the region from coast to coast, from the Atlantic to the Pacific, under differentiated common lines of specialization and sustainable. This value proposition seeks to meet the needs of the long-haul traveler, with a clear interest in visiting several destinations in the same trip, which are not always located in the same country. This also entails a novel approach to air connectivity, both international and intraregional, which will also be approached with a joint vision to improve the effectiveness of the action. 

“At ALTA, we have the mission of offering spaces for collaborative and purposeful dialogue that lead to concrete actions to develop air transport and, with it, an extensive production chain that generates socioeconomic well-being for the population in Latin America and the Caribbean. In this way, the discussion held by the tourism ministers of Colombia, Brazil and Ecuador is the continuation of an initiative originated in the 2019 ALTA Airline Leaders Forum in Brasilia jointly with ICF, a member of ALTA since 2004, and a fundamental step for work together to develop regional connectivity and bring more opportunities to more places in our countries ”, commented José Ricardo Botelho, Executive Director & CEO of ALTA.

Yolanda Perdomo, ICF Tourism Strategy Expert and moderator of the panel in which the initiative was forged, praised “the ambition and high-mindedness of this collaborative exercise, which positions the Ministries of Brazil, Ecuador and Colombia at the head of innovation in tourism, both in product and positioning as well as in governance ”. 

“Our countries have an incalculable potential for tourism and promoting cooperation and stimulating joint actions for the sector, especially for the airline segment, is essential for the world to know our beauties, our history and our culture. We work every day to structure our destinations and reduce the bureaucracy of the sector in Brazil to receive tourists and investors. We are aware of the importance of tourism for the generation of employment and development in our countries ”, expressed Gilson Machado Neto, Minister of Tourism of Brazil.

“We share the interest, with neighboring countries, to explore an offer that includes complementary experiences for long-haul or long-distance tourists who seek to visit several destinations on the same trip. Good coordination between our countries to attract the attention of this type of traveler requires us to design specialized, differentiated and sustainable experiences ”, said the Minister of Commerce, Industry and Tourism of Colombia, María Ximena Lombana Villalba. 

In the opinion of Niels Olsen, Minister of Tourism of Ecuador, this is a valuable opportunity to show the international trade a high quality sustainable multi-destination product that can incorporate such emblematic places that are part of the world heritage list such as Galapagos in Ecuador, the Coffee Cultural Landscape or Cartagena in Colombia and Iguazú or Pantanal in Brazil. We would also demonstrate the potential of public-private collaboration at the international level.

ALTA, the Latin American and Caribbean Air Transport Association, and ICF, the international consulting firm specializing in aviation and integrated and sustainable destination management, have committed to setting up a joint technical support team to support the development of the initiative and give it visibility. and follow up on your future events. 

Jared Harckham, ICF Vice President of Aviation and Tourism, said that "it is a pleasure to contribute to the materialization of an action of this magnitude, making available ICF's senior expertise in air connectivity, integrated destination management, sustainability and communication."


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