Success of Bolivia’s presence at FITUR 2026

25-01-2026

The participation of the Plurinational State of Bolivia at FITUR 2026 was consolidated as a strategic milestone for the country’s international positioning as a diverse, authentic tourism destination aligned with the principles of sustainability, cultural identity, and inclusive economic development. The institutional presence was led by Cinthia Martha Yáñez, Minister of Tourism, Culture, Folklore, and Gastronomy, together with Andrés A. Aramayo Bejarano, Vice Minister for the Promotion of Sustainable Tourism, who headed an intensive work agenda aimed at strengthening partnerships, attracting investment, and projecting Bolivia’s image before the leading stakeholders of global tourism.

During the fair, Bolivia presented a solid narrative rooted in the richness of its natural and cultural heritage, the diversity of its territories and peoples, and a vision of responsible tourism that integrates local communities, innovation, and sustainability. This proposal sparked notable interest among companies, international organizations, and sector leaders, creating a favorable environment for strategic dialogue and the building of long-term relationships. The institutional agenda included high-level meetings with representatives of airlines, hotel chains, tour operators, technology platforms, and specialized consultancies, consolidating Bolivia as a reliable and attractive partner within the global tourism ecosystem.

One of the most significant moments of Bolivia’s participation was the meeting with Gloria Guevara, President and CEO of the WTTC. This meeting made it possible to exchange perspectives on the challenges and opportunities of tourism in Latin America, as well as to explore avenues for collaboration to strengthen the competitiveness and resilience of Bolivia’s tourism sector.

Gloria Guevara, President and CEO of the WTTC, and Andrés A. Aramayo Bejarano, Vice Minister for the Promotion of Sustainable Tourism

In this context, the role of the World Travel & Tourism Council was also addressed. The WTTC is the World Travel & Tourism Council, an international organization that represents the private tourism sector, produces global research, promotes public policies, and coordinates actions among companies, governments, and destinations worldwide. Engagement with this institutional environment strengthens Bolivia’s projection within the spaces where trends, policies, and strategies are defined, directly influencing the development of tourism at the international level.

The FITUR 2026 agenda also included meetings with business leaders and private-sector stakeholders, among them Manuel Díaz, CEO of the leading international company 110PERCEB Ltd., and a representative of Sherpagx, companies recognized as leaders in communication, destination marketing, and tourism positioning strategies. These meetings made it possible to analyze concrete opportunities for collaboration to enhance Bolivia’s international promotion, optimize the communication of its tourism offering, and develop innovative campaigns aimed at strategic markets.

Of particular importance was the engagement with stakeholders from the technology sector applied to tourism, a key area for the modernization and competitiveness of destinations. Within this framework, a strategic meeting was held with Álvaro Garnica, CEO of TRABITAT and of Global Journey Consulting Group. TRABITAT is an international technology platform that operates as an operating system for tourism communities, integrating data, public and private stakeholders, services, governance, and communication. It enables smart destination management, business cooperation, and sustainable development through collaborative, scalable, secure, open, and innovative digital solutions. During this meeting, progress was made toward the development of a pilot project in Bolivia, focused on implementing digital tools to strengthen tourism management, community participation, and data-driven decision-making.

Bolivia’s presence at FITUR 2026 also made it possible to establish contacts with international airlines, hotel groups, and specialized operators interested in expanding routes, developing new tourism products, and exploring investment opportunities in the country. These approaches reinforce the government’s strategy to diversify source markets, improve air connectivity, and promote responsible investments that generate employment and local development, while at the same time respecting Bolivia’s natural and cultural heritage.

Beyond the immediate results, participation in FITUR 2026 demonstrated a clear level of institutional maturity in the way Bolivia presents itself to the world. The alignment between discourse, strategy, and action made it possible to convey a coherent and credible message, consistent with global trends in sustainable tourism, digitalization, and collaborative governance. Minister Cinthia Martha Yáñez and Vice Minister Andrés A. Aramayo Bejarano played a key role in this international projection, leading with technical rigor and political vision an agenda that combined promotion, tourism diplomacy, and the generation of concrete opportunities.

In summary, Bolivia’s participation in FITUR 2026 can be described as an outstanding success. Not only because of the number and quality of the meetings held, but also due to the country’s ability to position itself as a destination with a strong identity, a forward-looking vision, and a clear willingness to actively integrate into the dynamics of international tourism. The contacts established, the projects under consideration, and the interest generated constitute a solid foundation for advancing the consolidation of Bolivia as a regional benchmark in sustainable, cultural, and community-based tourism, with a positive impact on its economic and social development.

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