AdventureTravelNews

Joint U.S. Industry Taskforce Aims to Increase Targeting of Hispanics

Written By:
Nicole Petrak

ASTA and the National Tour Association (NTA) have teamed up to create the ASTA-NTA Hispanic Business Development Task Force, a group consisting of four representatives from each organization, whose goal will be to bolstering the attention travel executives and sellers give to burgeoning but relatively untapped Hispanic travel market. Travel Weekly called this new group a “wake-up call” for the industry, noting that the Hispanic population has grown 43 percent in the U.S. in the last ten years, bringing it to a total of 16 percent of the overall population – with $1.5 trillion buying power by 2015.

The Latino travel market differs from traditionally targeted markets in multiple ways, including a strong penchant for large group and family travel.

For more information on this segment of the industry and the ASTA-NTA’s Task Force’s next steps, read the entire article

 

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