LATA Expo Conference

Longer Lives, Bigger Trips – Strategy for the Older, Active Customer

The Latin American Travel Association (LATA) has announced Avivah Wittenburg-Cox as the keynote speaker for the LATA Conference at LATA Expo 2026, kicking off the three-day event on Monday 8 June. An expert on 21st century leadership, gender and generational balance, longevity and the future of work and careers, Wittenburg-Cox helps individuals and organisations manage the consequences and opportunities of the new gender and generational balance of workforces and consumers.

Also speaking at the LATA Conference alongside Wittenburg-Cox will be Kathy Atkinson from the Safer Tourism Foundation, a strategic safety partner for LATA. She will share data-led insights on how the older consumer is travelling, and the potential implications and challenges as well as opportunities that this can bring for tourism businesses.

Moderating the conference for the third year will be travel expert and broadcaster, Simon Calder. He will also host a panel discussing current travel trends from both a media perspective and with LATA members in both the in- and outbound markets.

Martin Johnson, Chairman of LATA, says: “We are excited to be moving LATA Expo out to the beautiful Cotswolds this year and have Simon Calder once more guide our delegates through the LATA Conference. We know there is a new and growing generation of over-50s travellers and through the range of speakers we have for the conference, we will address the opportunities and challenges that this brings for all our businesses”.