French hotel operator Accor will again be the headline sponsor of World Travel Market Latin America.

Accor was the headline sponsor of last year’s inaugural WTM Latin America and will sponsor this year’s event, which takes place at the Transamerica Expo Centre, in the city of São Paulo, on April 23rd-25th.

The event will take place alongside the 41st Braztoa Business Meeting - the Brazilian Association of Tour Operators.

Accor Latin America’s sales, marketing and distribution director, Emanuel Baudart said the hotel chain is continuing its headline sponsorship of WTM Latin America as it is the best event for it to grow its business in the region.

“With a diversified business model that is pioneering for the region, WTM Latin America facilitates professional contact with a variety of players and offers the opportunity of meetings organised in advance with qualified international buyers, which is definitely an attraction for our company,” he said.

“At the event, we have the chance to present our launches and tools to the market, as well as to close some good deals,” he added.

Accor is aiming to grow its business in the region and take advantage of the increased profile and interest this year’s football World Cup and the 2016 Olympics and Paralympics will bring.

The travel industry has been a key driver of economic growth in the region.

The number of people arriving rose almost 50 per cent in the past ten years, increasing from 54 million in 2003 to 80 million forecast for this year.

Brazil is the main driver of this growth.

“The economic growth that has been registered in a number of markets such as Chile, Colombia, Mexico and in particular Brazil, has led a lot of multinationals to invest in Latin America, thus increasing the corporate flow,” Baudart added.

“This together with the decision to hold major events such as the 2014 World Cup and the 2016 Olympic Games has caused the travel flow to our region to increase significantly.”