Cuban professor and researcher José Luís Perelló addressed this Friday the recovery of the tourism market in Latin America and the Caribbean, a topic that has appeared in recent travel industry meetings. He said in his usual Facebook post that this element appeared at WTM2025 in Sao Paulo, Brazil, at the Expo Center.
He noted that demonstrating the strength of the Latin American and Caribbean tourism market, its appearance at WTM Latin America, recognized as the region's leading B2B (business-to-business) tourism and travel event. The event officially opened this Monday at the Expo Center Norte in São Paulo (SP), offering high-level knowledge, business generation, and qualified networking. Before an auditorium packed with authorities and professionals from different areas and countries, Bianca Pizzolitto, Event Leader of WTM Latin America, led the opening ceremony, highlighting the intersection between innovation and humanization that permeates this edition.
Technologies evolve and transform, but what makes us human—such as the desire to belong, to be moved, to discover new things—is irreplaceable, she argued. On the other hand, one of the most memorable moments was the panel on Tourism Integration in Latin America, sponsored by Skål São Paulo at the Teatro de Tendências.
The meeting brought together authorities from six countries to discuss regional promotion strategies, air connectivity, and multi-destination tourism. Latin America as a strategic priority More than 60 percent of the international tourists that Brazil receives come from Latin America, highlighted Embratur's international markets coordinator, Alisson Andrade.
The executive reinforced the importance of regional integration as a driver of growth and affirmed that programs like Stopover are essential for stimulating tourism in different regions of Brazil. This program is based on the motto "Brazil is continental" and allows tourists to enjoy different destinations in a single trip.
On the second day of the fair, psychoanalyst Patrícia Braz reflected: "An object is just an object until it acquires emotional meaning." Thus, she began a talk that connected the audience with the central theme of WTM Latin America 2025. Amid so many debates about artificial intelligence, automation, and data, Patrícia offered an essential perspective: no technology, no matter how advanced, is capable of replicating the complexity of the subjective human experience.
In her speech, she emphasized that choices related to tourism, such as a trip or accommodation, go far beyond rational attributes. He emphasized that when I talk about comfort, I'm referring to the memory of my childhood, to family gatherings, to the smell, to the silent welcome. This isn't something you learn in a textbook; it's sensorial, he explained.
According to the psychoanalyst, our decisions are driven by projections, desires, and emotions, a deep and unique symbolic field where true bonds are formed. A good portion of tourism meetings today address the topic of artificial intelligence, and the most recent trends in this regard associated with travel, Perelló concluded in his analysis.
(Taken from Prensa Latina)
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