Tobago targets Latin America for visitor growth

To­ba­go is tar­get­ing Latin Amer­i­ca as a new source mar­ket for vis­i­tor growth, as the To­ba­go Tourism Agency Ltd (TTAL) in­ten­si­fies ef­forts to di­ver­si­fy ar­rivals amid shift­ing glob­al trav­el pat­terns.

The move forms part of a broad­er strat­e­gy to re­duce re­liance on tra­di­tion­al mar­kets and po­si­tion the is­land more com­pet­i­tive­ly with­in the South Amer­i­can trav­el space.

As part of this push, TTAL re­cent­ly en­gaged key in­dus­try stake­hold­ers at the World Trav­el Mar­ket (WTM) Latin Amer­i­ca, held at the Ex­po Cen­tre Norte in São Paulo, Brazil. It marked the agency’s first par­tic­i­pa­tion in the event un­der the Caribbean Tourism Or­gan­i­sa­tion’s (CTO) Caribbean Vil­lage Pavil­ion, which pro­vides a uni­fied plat­form to show­case the re­gion’s tourism of­fer­ings to the Latin Amer­i­can mar­ket.

A TTAL press re­lease stat­ed that dur­ing the April 14–16, 2026 event, “TTAL en­gaged in a se­ries of pro­duc­tive meet­ings with trav­el ad­vi­sors, me­dia rep­re­sen­ta­tives, trav­el writ­ers, dig­i­tal me­dia com­pa­nies, and book­ing plat­forms. These en­gage­ments cre­at­ed valu­able op­por­tu­ni­ties to deep­en des­ti­na­tion aware­ness, com­mu­ni­cate To­ba­go’s unique val­ue propo­si­tion, and bet­ter un­der­stand the ex­pec­ta­tions of the Latin Amer­i­can trav­eller.”

The agency not­ed that the Latin Amer­i­can mar­ket presents grow­ing op­por­tu­ni­ties as trav­el pref­er­ences evolve.

“TTAL’s pres­ence at the event re­flects a fo­cused ap­proach to mar­ket di­ver­si­fi­ca­tion, as the Agency ex­plores new op­por­tu­ni­ties to po­si­tion To­ba­go with­in the South Amer­i­can trav­el mar­ket,” it said.

“With shift­ing glob­al trav­el pat­terns, Latin Amer­i­can trav­ellers are in­creas­ing­ly seek­ing al­ter­na­tive Caribbean des­ti­na­tions that of­fer au­then­tic­i­ty and mean­ing­ful, ex­pe­ri­ence-dri­ven trav­el. To­ba­go’s dis­tinct ap­peal, root­ed in its un­spoilt nat­ur­al beau­ty, rich cul­ture, and com­mu­ni­ty-based ex­pe­ri­ences, aligns strong­ly with these emerg­ing pref­er­ences,” the re­lease added.

WTM Latin Amer­i­ca is re­gard­ed as one of the re­gion’s lead­ing B2B trav­el and tourism mar­ket­places, at­tract­ing more than 32,000 in­dus­try pro­fes­sion­als, in­clud­ing tour op­er­a­tors, trav­el ad­vi­sors, me­dia rep­re­sen­ta­tives and key de­ci­sion-mak­ers.

TTAL said its par­tic­i­pa­tion al­so builds on mo­men­tum gen­er­at­ed by the CTO at WTM Latin Amer­i­ca 2025, where Caribbean des­ti­na­tions ben­e­fit­ed from strong trade en­gage­ment, me­dia ex­po­sure and high-qual­i­ty busi­ness leads.

“By join­ing this col­lec­tive re­gion­al ef­fort, To­ba­go was able to lever­age es­tab­lished net­works while in­tro­duc­ing its brand to a new au­di­ence. This ini­tia­tive forms part of TTAL’s broad­er strat­e­gy to di­ver­si­fy its source mar­kets to sup­port the sus­tain­able growth of the is­land’s tourism sec­tor. The Agency re­mains com­mit­ted to iden­ti­fy­ing and de­vel­op­ing high-po­ten­tial mar­kets, strength­en­ing in­dus­try part­ner­ships, and en­hanc­ing To­ba­go’s glob­al com­pet­i­tive­ness,” TTAL said.

The agency added that it will main­tain a fo­cused ap­proach to build­ing des­ti­na­tion aware­ness, strength­en­ing mar­ket con­nec­tions and po­si­tion­ing To­ba­go for long-term, sus­tain­able growth.