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The Latin American Travel Association (LATA) has held its first travel agent training in partnership with ProColombia, the entity responsible for promoting international tourism and foreign investment to Colombia, as part of its travel agent engagement strategy. The first in the series was a success with 49 agents attending the interactive training event to further develop their understanding of the destination’s tourism proposition and how to appropriately sell it to their clientele.

The event incorporated three live streaming elements direct from Colombia showcasing three different areas of its tourism offer while bringing the destination to life. Agents attending the training got a glimpse into the capital Bogotá; Eje Cafetero, the main coffee growing region; and Sofitel Legend, a luxury five-star resort in the picturesque seaside city of Cartagena on Colombia’s Caribbean coast.

LATA brought together members from the UK and overseas to provide expert knowledge and in-depth training for the agents. Representatives from ProColombia, Colombian Journeys, Colombia 57, Latin Routes and Journey Latin America were all on hand to provide their wealth of experience and expertise in selling Colombia to the UK consumer.

The Colombia travel agent training was the first in a series of events that LATA is rolling out as part of its travel agent engagement strategy which builds on the success of the LATA OTT Academy. LATA plans to run a series of roadshows in 2021 in partnership with a host of Latin American destinations.


LATA Expo 2021

Furthermore, following a highly successful LATA Expo Virtual 2020, LATA has announced details for the LATA Expo 2021 event with additional travel agent elements. The 2021 event will take place in the heart of London at Battersea Evolution and will be key to reinvigorating the Latin American tourism industry being the first opportunity for exhibitors and buyers to meet face-to-face since the turn of the pandemic. Exhibitor registration is now officially open for LATA Expo 2021.

LATA Chairman, Colin Stewart, commented:

We are delighted to have hosted the first in a series of events that are designed to engage the UK travel trade with our Latin American destinations and hope that future travel agent trainings are as successful as this inaugural one, held in partnership with ProColombia. It has been LATA’s goal to work more closely with the travel trade to enable them to have the knowledge and the tools to appropriately sell Latin America to the UK consumer. This travel agent roadshow series has been designed to build on the initial success of the LATA OTT Academy which has helped introduce so many trade members to Latin America’s tourism offering.”  

Stewart also commented on the announcement regarding LATA Expo 2021’s exhibitor registration being officially open:

Following the success of this year’s virtual edition of LATA Expo, we want to build on this momentum and are pleased to have officially launched LATA Expo 2021. We know how eager our members are to meet face-to-face with key buyers from the UK and Europe, re-establishing old relationships and making new ones in what will be a critical time in reinvigorating the Latin American tourism industry. It’s also important for us to develop ways to incorporate agents into our flagship event building on our travel agent engagement strategy. We’re very excited to be working with an excellent venue in Battersea Evolution and we’re confident that it gives us the opportunity to build on the successes of previous LATA Expo/Experience Latin America events.”




For more information on LATA Expo 2021, please visit

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