From strategy to sale: WTM Latin America creates the “Protagonist Agent” and invests in exclusive content for the Travel Agent

WTM Latin America 2026 announces the free thematic program aimed at travel agents that talks directly to challenges and highlights trends and opportunities. Part of the “Protagonist Agent” campaign, the content axis brings together more than 20 lectures and debates that take place in the three official theaters – Technology & Innovation, Transformation and Trends – with a cross-cutting approach to the daily routine of these professionals.

Over the course of the three-day event, this program features discussions and practical analyses that address the day-to-day realities of travel agents — from consultative selling to the smart use of data, from understanding traveler behavior to building more lasting relationships with clients and destinations. The goal is to offer practical content, spark strategic reflection, and expand the repertoire of those working on the front lines of tourism.

Among the proposed topics, the discussion on “The New Travel Agent: Curation, Strategy, and People at the Center” is one of the most anticipated, as it addresses the evolution of the agent’s role and their essential function in an increasingly automated environment. Another highlight promises to be the presentation on “Global trends with a Latin American twist: what matters for our markets,” a translation of international tourism trends into the regional context that promises to help professionals identify what can generate business opportunities.

“Marketing that fills the calendar, not just social media” proposes a major shift by shifting the focus away from digital vanity and toward real conversions. The goal is to demonstrate how to methodically transform social media, WhatsApp, ads, and customer relationships into a steady stream of travel bookings. With a focus on data, the presentation “Decoding the Global Traveler – AI, Data, and the Embratur & Visa Case Study in Shaping the Future of Brazilian Tourism” deepens our understanding of traveler behavior and offers insights for decision-making.

Meanwhile, the panel “Regenerative Tourism: A New Way to Travel — How Tourism Professionals Can Contribute to More Prosperous and Resilient Destinations” directly addresses the central theme of WTM Latin America 2026, prompting reflection on new mindsets, responsibilities, and opportunities for action among those who create and sell travel experiences. Together, the lectures reinforce the importance of combining strategy, technology, and sensitivity in the work of the contemporary travel agent.

WTM Latin America will take place from April 14 to 16, 2026, at Expo Center Norte in São Paulo, and Free admission for travel agents. Check out the complete list of the 22 featured lectures in the "Protagonist Agent" program below.

The 2026 edition of WTM Latin America will take place April 14 to 16 at Expo Center Norte in São Paulo (SP).

WTM Latin America 2026 will begin charging a fee for issuing access badges for Trade Visitors and students. Fees vary depending on the category and the registration deadline.

Trade visitors

1st batch: Not available

2nd batch: BRL 170 (for registrations completed between March 1 and 31)
3rd batch: BRL 400 (for registrations completed between April 1 and 16)

Trade Visitor credentials are valid for all three days of the event and also grant access to the fair’s networking tool, WTMLAT Meet.

Students
Pass valid for April 14 and 15, 2026: BRL 60
Pass valid for April 16, 2026: Free for students

Press inquiries: Comunica Hub

Marcia Leite – (11) 9-4334 3017 – [email protected]

Luciana Gonçalves Frei (11) 9-5134 9665 – [email protected]

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