As part of its ongoing push to grow its international tourism footprint, the Grenada Tourism Authority (GTA) has taken a major step into the high-potential Latin American market with a targeted participation in World Travel Market (WTM) Latin America 2026, hosted in São Paulo, Brazil. One of the most influential travel industry gatherings across the Latin American region, WTM Latin America draws over 32,000 travel and tourism professionals from across the globe each year, making it an ideal launchpad for new market entry.
Leading the GTA delegation were Chief Marketing Officer Tornia Charles and Maiesha Holder, Marketing Executive overseeing emerging market initiatives. Over the three-day event, the team connected with key stakeholders across three critical sectors: global and regional media, established travel trade networks, and leading travel influencers, aligning with GTA’s long-term strategic goals for the region. To maximize regional visibility and leverage collaborative industry networks, GTA showcased its destination offerings within a shared Caribbean exhibition space organized by the Caribbean Tourism Organisation (CTO).
This formal entry into the Latin American travel market stands as one of the core pillars of GTA’s 2026 Global Marketing Strategy. The move is backed by comprehensive market intelligence that has identified Latin America as an underpenetrated, high-growth segment for Caribbean tourism. During the event, the delegation held more than 20 pre-scheduled one-on-one business meetings, and added an additional 25 spontaneous conversations with event attendees, generating significant industry interest, building dozens of valuable professional connections, and securing a pipeline of qualified business leads.
In remarks following the event, Charles emphasized the unique value that WTM Latin America provided for GTA’s expansion goals. “This platform gave us an unrivaled opportunity to introduce Grenada to a highly engaged, fast-growing travel market that is hungry for new destinations,” Charles explained. “Our goal goes far beyond just raising brand awareness. We are focused on building meaningful, long-term presence in the region, forging durable partnerships with local industry players, understanding the unique preferences of Latin American travelers, and positioning Grenada as a one-of-a-kind, experience-focused destination. The level of engagement we saw this week only confirms that Latin America is a strategic growth opportunity we cannot ignore.”
Grenada’s curated tourism product, which centers on authentic local experiences ranging from farm-to-table culinary adventures and wellness retreats to deep dives into the island nation’s centuries-old spice heritage and vibrant cultural traditions, struck a particular chord with event attendees. This offering aligns perfectly with the shifting travel preferences of Latin American consumers, who increasingly prioritize immersive, authentic experiences over generic mass tourism.
Holder echoed this positive assessment, noting that the response from trade and media partners confirms Grenada’s unique position in the Caribbean tourism landscape. “What we heard consistently is that Grenada stands out from other Caribbean destinations by offering something truly distinct,” Holder said. “There is clear, growing demand from travelers and trade partners alike for destinations that deliver depth, authenticity, and immersive experiences that go beyond sun and sand. Our participation at WTM Latin America has laid a solid foundation for ongoing engagement and future business conversion across the region.”
Overall, GTA’s participation in WTM Latin America 2026 underscores the authority’s ongoing commitment to targeted market development, strategic regional and global partnerships, and consistent brand visibility as it works to drive diversified, sustainable tourism growth across Grenada, Carriacou and Petite Martinique.