The World Travel and Tourism Council (WTTC) has urged improving air connectivity in Latin America with the rest of the planet and attracting sustainable investment within the framework of the first edition of ITB Americas, driven by Messe Berlin Américas.
As detailed by the WTTC itself in a statement, these requests were made by its president and chief executive officer, Gloria Guevara Manzo, who took part in the opening ceremony and was in charge of cutting the ribbon on behalf of the organization that brings together the international tourism industry.
Between November 10 and 12, ITB Americas brought together 300 exhibiting companies from more than 60 countries and regions at the Expo Guadalajara (Mexico), as well as buyers from more than 40 nations.
"Today begins a new chapter in the history of tourism in Mexico and the entire continent. It is a pleasure to be here with you to celebrate the launch of ITB Americas. This internationally renowned event represents a great opportunity to build a legacy for the tourism industry," Guevara Manzo said.
The top official of the WTTC has emphasized that tourism generates "millions of opportunities" and is key for the economic and social development of all countries, noting that it contributes about 10% of the world’s GDP and acts as a lever to strengthen collaboration between governments, businesses, and communities.
In her intervention "The State of Tourism in the Americas," Guevara indicated that, according to the WTTC’s projections, in 2026 tourism will add 3.54 trillion dollars (3.204 trillion euros) to America’s GDP, which will represent 8.6% of the regional total and 51.2 million jobs.
Regarding the challenges of Latin American tourism, Guevara warned of current limitations in air connectivity and called on the public and private sectors to facilitate "safe and frictionless travel," diversify markets, strengthen human capital, prepare for future crises, attract new investments, and manage growth in a "responsible" manner.