ao link

 

Martin Johnson Lata April 2024.jpg
Lata chair Martin Johnson says the new vision centres around good-quality, positive-impact travel (Credit: Lata)

Responsible tourism remains a focus of the vision, Johnson stresses, evidencing its sustainable travel programme, in partnership with The Long Run, which has developed 50 member organisations so far.

 

Johnson is clear of the focus of the vision and how it is moving away from the “numbers game” in terms of how Lata measures success.

 

“Now we’re looking more at spend, particularly how much goes into the local communities that people visit. Latin America has got great examples of where it can make a big difference to a town’s communities and environments. It’s that positive impact we’re wrapping our vision and mission around.

 

“That’s what we’ll promote to members, as well as opportunities where we can improve it, enhance it or change it for the better."

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