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NTA, ASTA Convene Second ‘Hispanics in Travel’ Caucus

December 17, 2012

‘Café con Leche’ at Travel Exchange focuses on burgeoning U.S. Hispanic market.

NTA and ASTA are hosting their second Hispanics in Travel Caucus on Jan. 22 in Orlando, Fla. The session, which includes a Café con Leche—informal discussionJorgePlasencia and networking—will bring together key tourism professionals and feature Jorge Plasencia, chair of the National Council of La Raza, as keynote speaker.

With a growing population—and burgeoning buying power—U.S. Hispanics are attracting the attention of the travel industry. One noted leader in Hispanic tourism is grateful for the attention and sees enormous opportunity with the NTA-ASTA project.

"The Hispanic community is thrilled to know that the tourism industry is looking at the potential and unique opportunities this market brings to our industry," said Olga Ramudo, who chairs the NTA-ASTA Hispanic Business Development Task Force and has a seat on the U.S. Travel and Tourism Advisory Board. "The two largest national tourism organizations have made a historic alliance to create value for their members by increasing travel and, at the same time, creating jobs within our industry."

The Café con Leche is another example of NTA’s commitment to market diversity, said Lisa Simon, the association’s president. "We supply our members with the tools for success, and that often means entering underdeveloped markets. At Travel Exchange alone, we’re offering programs on faith, family, adventure, culinary, student and green travel," she said. "Based on sheer size, the Hispanic market will be significant in shaping the future of travel and tourism."

The Hispanics in Travel Caucus is set for 3:15 p.m., Jan. 22, at the Orange County Convention Center during Travel Exchange, the convention and trade show for NTA and the United Motorcoach Association. Travel professionals of Hispanic origin—or those actively involved in developing travel for the Hispanic market—are invited to attend. Please contact NTA Headquarters by email ( or call 859.264.6540.

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