WTM Latin America 2026 closes with a record number of participants and consolidates its growth
The most important tourism event in the region exceeded all expectations with a 10.75% increase in participants and a 13% growth in exhibiting brands. The 2026 edition of WTM Latin America, held at the Expo Center Norte in São Paulo, brought together professionals from 153 countries and confirmed its role as the main business and networking engine for the tourism industry in Latin America.
Figures that mark a milestone
According to the official balance sheet presented by the organization, the numbers reflect the success of the public qualification and business generation strategy:
Indicator 2025 2026 Variation
Total participants 32,026 35,460 +10.75%
Exhibiting brands 846 956 +13%
Countries represented — 153 +8%
Confirmed meetings — +9,200 +25%
Platform Engagement — 95%+ +7 pp
“It is the realization of a dream we had,” expressed the organization during the closing of the event, highlighting the participation of 8 countries in the ministerial discussions on sustainability and regenerative tourism, a transversal axis of this edition.
Growth in key buyers and business meetings
One of the most significant achievements was the 115% increase in the participation of international buyers (Hosted Buyers) and a 74% growth in the so-called “high buyers”—professionals with high decision-making power and contracting capacity. This shows that we not only sought to increase the number of attendees, but also to improve their quality.
The meeting scheduling platform, WTMLAT Meet, registered 25% more confirmed meetings compared to the previous year, exceeding 9,200 business appointments. Additionally, more than 95% of individual participants actively used the platform, representing a 7 percentage point increase in engagement.
An ecosystem that grows with purpose
The organization also highlighted the work throughout the year to achieve these results. «We worked all year to make this possible. Seeing it come to fruition is very satisfactory,» said the spokesperson, stressing that the visitor’s qualification was a priority.
The 13% increase in exhibiting brands (totaling 956) and the presence of 153 countries (8% more than in the previous edition) confirm that WTM Latin America is consolidating itself as an unavoidable global platform for those who do business in the tourism sector.
What’s coming
With these numbers, the organization is already planning the 2027 edition with the aim of continuing to enhance the business environment, improving the experience of participants and deepening the dialogue on regenerative tourism and sustainability.
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