WTM Latin America closes the 2022 edition with record visits

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WTM Latin America closes the 2022 edition with record visits
Source: Reed Exhibitions Limited
April 08, 2022

The event grew by 8.7% in number of visitors compared to 2019


Busy corridors, 565 exhibitors from 40 countries, full training rooms and a lot of positive energy marked the end of WTM Latin America 2022. In the first two days of the event, the organization recorded the entry of 10,725 visitors, a figure that represents an increase of 8.7% compared to 2019. "The event reinforces the signs of a positive future for tourism, with the prospect of closing deals and many reflections on the activity," said Simon Mayle, director of WTM Latin America.

Another important achievement was the great support for the programming platform, which registered the prompt appointment of 6,000 meetings during the three days of the event. Thaís Del Ben, Marketing and Communications Manager, attributes this result to a pandemic learner. "Latin Americans were not in the habit of planning the agenda before the events and this behavior change came with the participation in virtual events in the last two years," he said. Bianca Pizzolito, Sales Manager for Brazil and Latin America, adds the benefit that this change in behavior brings to the organization of flows and the capture of new business, one of the main premises of the event.

In this sense, the fair registered important advances. One of the most emblematic was the closing of a commercial agreement between CVC and Oktoberfest de Blumenau (SC). The operator will now sell tickets for the largest beer festival in America and the second largest in the world in the company's 1,200 stores and in all the chain's franchisees. Nilson Passarin, Director of Tourism Planning and Promotion of the Brazilian capital of beer celebrated the agreement and the potential to publicize the attractions of the city beyond the party.

"We had a very qualified visit during WTM and we were able to show them the exclusive itineraries that we are developing. During the pandemic, we structured the city through various public-private partnerships because we knew that tourism would come back strong," he said, citing the Museum's upcoming openings. cerveja, the City Bus Tour and the revitalization of several squares that meet the demand of residents and visitors to enjoy leisure time in open areas. among other initiatives.

Minas Gerais also took advantage of the meeting to pre-launch Via Liberdade, a 1,179-kilometer route along br-040 that links the historical and cultural attractions of the state with those of Rio de Janeiro, Goiás and the Federal District. "We already have 70 mapped experiences and itineraries, in addition to the training to show attractions beyond the Historic Cities, highlighting seven World Heritage Sites, among other aspects," summarized Milena Pedrosa, Undersecretary of Tourism of Minas Gerais.

André Dias, Secretary of Tourism of Pará, also highlighted the importance of WTM for the spread of the state and, consequently, for its economy. "Creating responsible jobs is a priority for business and conservation to go hand in hand. We brought to the event the vision of a state increasingly connected to nature, food and people," he said.

Technical programming
The success of the event extended to the technical programming offered in the three theme theaters. The 55 conferences, panels and trainings presented derivations of topics related to the main pillars of this edition: Diversity and Inclusion, Responsible Tourism and Technology. "The stories told and the lessons shared demonstrate the power of tourism to positively impact people's lives," says Mayle.

For Mariana Aldrigui, a professor and researcher at USP, the creation of a committee and a space dedicated to Diversity and Inclusion indicate a characteristic audacity of WTM, as well as an alignment with trends. "We guide issues that bother people and make them think. We can have prejudices with age, not seeing issues of accessibility, the inclusion of deaf and intellectually disabled people, but spreading a Manifesto and offering such a privileged space for debate, we planted a seed with the aim of naturalizing these issues. Maybe in ten years, we won't have to discuss it anymore," he says.

Gustavo Pinto, Responsible Tourism advisor for the event, also celebrated the successful debut of a theater dedicated to the theme. "We see the full house every day, often beyond the capacity of the auditorium, and all the panels had interaction with the audience. We noticed that the travel agency comes back from this period of pandemic crisis very interested in the topic of sustainable development ", he concludes.

In the three spaces, current and urgent issues were discussed, beginning with the reflection related to creative careers. Juliana Aranega, Director of Corporate Communities of MCI Brazil; Carolina Yamauti, from Sputnik Corporate Education; and Mariana Aldrigui have found several possible paths within the tourism industry, as long as points such as promoting inclusion in the various sectors, building an "out of the box" repertoire and creating true links are known. "Doing more than agreed is extremely important for any sector," says Juliana.

The theme "Families and Diversity" was explored by Clóvis Casemiro and Ricardo Gomes, respectively business executive and president of the Brazilian LGBT Chamber of Commerce and Tourism; Renato Braga, account executive of Amadeus Brazil; and Vânia Cabral, director of Cabral Expeditions. The participants shared situations of prejudice experienced on trips and the work done to break this paradigm, calling for the urgency of training and sharing good practices in care. "The LGBTQIA+ public doesn't want to be treated better than anyone else, just to be respected," says Vânia.

Technology and opportunities
"Pix is ​​a path of no return," warned Riva Oliveira, senior manager of acquisitions at Mercado Pago, at the conference on what tourism can (and should) learn from the digital world. The executive showed data and the advantages of the digital payment modality that has conquered the Brazilian consumer. "People are getting more and more comfortable using Pix, and soon financial institutions should start rewarding those who use it because it's so much cheaper than debt or credit," he explained.

Also in the Technology Theater, Cynthia Michels, economist, communicator and founder of the Silicon Valley Group, spoke about Innovation and Creativity in the Digital Age. The social researcher told about her immersion and what she learned from the experience. Contrary to what many think, the place that is home to tech giants like Google, Uber, Amazon, is a very collaborative environment where people are not afraid to ask questions and get lost, as this is part of the learning process. learning. She emphasized that technology is important, but one should not be afraid of being left behind. "We have to have a good relationship with the technology that is here to make life easier and provide service without ever losing the ability to connect face-to-face," she concluded.

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