Stereotypes have kept the U.S. travel industry from tapping into the potential spending power of Latino families in the U.S. and the benefit of drawing these individuals to work in the sector.
The U.S. travel industry is setting its sights on the Hispanic market, 52 million strong this year and projected to grow to 132 million by 2050, according to the U.S. Census. Even so, it’s a group that until recently has been largely ignored by the travel industry.
Recently, two major industry groups, ASTA and the National Tour Association (NTA), began pooling their resources to develop the U.S. Hispanic travel market. The new ASTA/NTA Hispanic Business Development Task Force is laying out a plan designed to develop the Hispanic market in two ways: first, to sell travel to the group and second, to draw Hispanic talent into the travel industry while recognizing the Hispanic talent already in the industry.