Grenada is stepping up efforts to attract more visitors from Latin America, using one of the region’s largest travel trade shows to market the destination and build new industry ties.

The Grenada Tourism Authority (GTA) said it used the 2026 World Travel Market Latin America in São Paulo, Brazil, to promote Grenada, Carriacou and Petite Martinique as part of a broader push into the Latin American market.

Chief Marketing Officer Tornia Charles and Marketing Executive for Emerging Markets Maiesha Holder led the delegation, meeting with travel trade representatives, media and influencers during the three-day event.

Grenada participated through a shared Caribbean booth organised by the Caribbean Tourism Organization, while officials held more than 20 scheduled meetings and about 25 additional walk-in engagements with potential partners.

Charles said the trade show offered an opportunity not just to raise Grenada’s profile, but to begin building long-term relationships in a market the authority sees as a growth opportunity.

“World Travel Market Latin America provided a critical platform to introduce Grenada to a highly engaged and rapidly evolving market,” Charles said.

“Our objective is not simply visibility, but meaningful market entry, building relationships, understanding traveller behaviour and positioning Grenada as a distinctive, experience-led destination.”

Officials said Grenada’s culinary offerings, wellness experiences, culture and spice heritage generated strong interest among attendees, particularly as travellers increasingly seek more authentic experiences.

Holder said feedback from trade partners and media suggested Grenada’s tourism product stood out within the Caribbean market.

“There is a clear appetite for destinations that deliver depth, authenticity, and immersive experiences,” she said.

The GTA said expanding into Latin America forms part of its 2026 global marketing strategy as it seeks to diversify source markets and grow visitor arrivals.

Its participation at the São Paulo event, officials said, was aimed at laying the groundwork for sustained engagement in the region.