14 Q&A 24/11/08 14:17 Page 14
In-depth Knowledge
Lata’s Ed Paine talks about
the key challenges of
promotion, air access
and agent awareness
Q
What are the challenges develop if we can get funding.
facing Latin America as a We have started the Lata Hotel
tourist destination? Health and Safety Scheme this
A
Air access is the main challenge year, and produced guidelines
as there are never enough for consumers and UK tour
seats, and no direct flights to operators. We produce an annual
Lima or Quito from the UK. There’s still complimentary guide to Latin
not enough tourist board promotion, America, which is a useful tool
which is why Lata came to exist. Latin for the public and the trade.
America does not have the same
budgets as Australia, for example.
Lack of destination awareness is
another issue, though it is improving,
Q
What are Lata’s
plans for 2009?
with increased interest in the rainforest,
Latino food and drink, as well as music
and dance. Because it is a long-haul
A
We will host our annual
event at the House
of Commons on
destination, the holidays are expensive February 3, inviting MPs,
and fuel surcharges are high. ambassadors and Lata
members. The 11th Lata
Q
How well do UK agents Guide will be launched
sell the destination? on February 5 at the
Destinations Show in &
A
There are fewer fam trips London, we’ll also
to Latin America and there’s attend Destinations in
less knowledge generally in the Birmingham. We’ll be
UK about the region. Independent making more progress
agents perhaps have better access to the with our health and
specialists. Not all Lata tour operators safety scheme and
work with the trade, so agents may be issuing guidelines for
obliged to use bigger companies such as our overseas suppliers. We
Q
Kuoni. Roadshows run by Kuoni, the recently registered the Lata
Brazilian Institute of Tourism and Foundation as a charity and
Travel Counsellors help educate agents. will be fundraising to support
projects in Latin America. A
Q
What does Lata do to help
and support agents? Where do you expect to
see growth next year?
A
We have arranged destination
Q
Ed Paine is chairman
training events in the past and
work closely with the trade
press. Unfortunately, because we’re a
A
There is always a lot of interest
in Peru, Argentina, Brazil,
of the Latin American
Ecuador and Mexico – these Travel Association
non-profit-making association, we don’t will continue to grow. There’s growing
have the budget or support of organisa- interest in lesser-known destinations
tions such as the Caribbean Tourism such as Colombia and Guyana. Family
Organisation, so we don’t have the holidays are becoming more popular,
resources yet to do online training. But as are niche interests such as gourmet
this is something we would like to cuisine, birdwatching and cycling.
14
TTG Knowledge LATIN AMERICA November 2008
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