LATA Committee
The LATA Executive Committee is made of a board of volunteers from across the LATA Membership. The Committee meets regularly throughout the year to discuss ongoing projects and initiatives.
Martin Johnson – LATA Chair
Martin is the co-founder and director of the award-winning tour operator, Latin Routes and Polar Routes. Since its humble beginnings above a pizza shop in 2012, Latin Routes has gone from strength-to-strength and developed into one of the UK’s leading tour operators to Latin America. Martin also co-founded Polar Routes in 2016, which specialises in the sale of expedition cruises to the polar regions and beyond.
Martin joined the committee in 2018, and was appointed as LATA Chair in June 2023.
Carmel Hendry – Vice Chair
Carmel is the Americas Product Manager at Explore Worldwide, one of the UK’s leading Adventure Travel Companies. Specialising in small group adventurous itineraries, Explore offers pioneering trips that aim to get under the skin of a place, working directly with passionate local guides to ensure that each trip is full of authentic moments and experiences. Carmel joined the LATA Committee in 2019.
Quinn Meyer – Honorary Treasurer
Quinn is Founder and Director of Crees Foundation, a Peruvian based not for profit organisation, dedicated to supporting a sustainable Amazon through better understanding of the value of the rainforest and helping local people to access its resources in ways that are both profitable and that will preserve the forest for the future. Quinn joined the LATA Committee in 2016.
Lyn Hughes – Honorary Secretary
Lyn is Managing Director, co-founder and editor-in-chief of Wanderlust magazine, The UK’s Multi-award winning and top magazine for cultural, authentic, experiential and adventurous travel. With readers around the world and a vibrant website too. Lyn joined the LATA Committee in 2005.
Simon Heyes
Simon is Founding Director of Senderos which passionately champions a portfolio of unique wildlife lodges, conservation projects, estancias & haciendas, boutique hotels and expedition vessels around Latin America to the UK and German speaking trade – Marketing and PR for their amazing stories and inspiring projects to tour operators and the press. Simon was once a specialist tour operator himself with Last Frontiers, before starting Senderos in 2004, and also has hotel experience with the family’s Brazil house Casa Cairucu, reached only by sea from Paraty. He has been on and off the LATA committee since 1996 & after a 5 year absence returned in late 2020 aiming to contribute in any way possible during these difficult times.
Jarrod Kyte
Jarrod is Product and Sustainability Director at Steppes Travel, has played a key role in developing Steppes Travel’s Positive Impact Travel strategy.
In a previous role, Jarrod managed a tented camp in Kenya for a couple of years, so understands both the perspective of tour operator and supplier.
Jarrod joined the Committee in 2023.
Maru de Aliaga 
Maru is Commercial Manager at Tropic, DMC specialized in authentic tailored-made experiences in Ecuador and Peru. With over 25 years of experience in the Travel and Leisure Industry, Maru has vast expertise in ground operations, product development, and marketing. Her experience has been mainly in the private sector in Peru, but she has also worked closely with both the Public and the non Profit sectors as well as she, among other projects co-founded KmCero, a consulting firm that specializes in communication and marketing support as well as in destination development and sustainability practices for businesses and local governments. (you can learn more on her experience in her Linked account here)
Her educational background includes a BA in History, a Master’s degree in Tourism Business Management and postgraduate studies in Cultural Tourism, complemented by studies in permaculture and ecotourism.
Maru joined the Committee in 2023.
Joaquin Ferreyros 
Joaquín is Sales and Marketing Manager at Explorandes, an adventure travel company pioneered in the Andes since 1975. Globally recognized for discovering ancient archeological sites and exploring unchartered rivers in the Andes, spearheading tourism in remote regions. Explorandes was the first company to operate the Inca Trail and has been deeply committed to regenerative efforts since its beginnings.
Continuing his father’s legacy, Joaquín, born and raised in adventure travel, brings new energy and a fresh approach to facing tourism’s new challenges.
His background includes a degree in Communications Sciences from the Universidad de Lima—Lima, a specialization in Digital Transformation from the Universidad Pacifico—Lima, a Master’s in Sales and Marketing at ESADE—Barcelona, España, and a specialization in Innovation, Technology, and entrepreneurship from the University of Berkley—California, USA.
Joaquín joined the LATA Committee in 2024
Milly Alva Haimberger 
Ask Milly about the Peruvian Amazon, Nazca Lines, Colca River Canyon, or the Sacred Valley, and watch her eyes light up. Twenty years after entering the South American luxury travel business, she is well versed in the ins-and-outs of travel to Peru and the Galapagos Islands. Beyond that, since the launch of Aqua Mekong and Aqua Blu in 2014 and 2019 respectively, Milly has added an expertise in Cambodia, Vietnam, and Indonesia, to her repertoire as well. Her first trip to Asia was in 1997.
As Global Director of Sales at Aqua Expeditions, the bilingual Lima native manages all aspects of the sales-trade relations for the leading small luxury expedition and yacht operator, leveraging her prior work experience at two of South America’s most respected destination management companies: South American Tours and Condor Travel. She was also a Director of APOTUR (The Peruvian Association of Receptive and Domestic Tourism Operators) and CANATUR (National Chamber of Tourism).
When she is not travelling around the world as one of the travel industry’s most influential advisors, Milly divides her time between her young family. She is passionate about reading and learning about history, geography and world politics.
Milly joined the LATA Committee in 2024
Fernando Amer 
Director for tourism promotion and communication at Visit Buenos Aires, having worked for over 25 years with International meetings, incentive and leisure travel planners.
Former general manager for two of Argentina’s leading luxury DMCs, his first-hand knowledge of his hometown city and diverse country brings to Visit Buenos Aires a broad wealth of experience promoting his city in the international travel markets.
Fernando joined the LATA Committee in 2025
Amberley Shermon-Jones
Business Development Director for Journey Mexico | Costa Rica | Brazil, Amberley has spent her career shaping and elevating meaningful travel experiences across Latin America, centred on fostering deep connections between discerning travellers and this extraordinary region.
Amberley is an advocate for travel as a force for good, believing that that when done responsibly, tourism is a catalyst for economic opportunity, environmental protection, and cultural preservation.
Amberley joined the LATA Committee in 2025
Kirsty Williams
As co-owner of Humboldt Travel, Kirsty has been working in Latin American travel for nearly 15 years. A linguist at heart, her real joy is connecting with people and communities all over the world. As the owner of a small independent tour operator, Kirsty has gained experience in all areas from sales and marketing to product development. Over the years she has worked hard to develop partnerships all over Latin America with DMCs and hotels, ensuring that all parties are properly represented and work in synergy.
Kirsty joined the LATA Committee in 2025