Lata chair Colin Stewart said Africa accounted for 37% of animal tourism, but Latin America only 8.5%. 

“We believe there is huge potential to grow Latin America’s market share,” he said in a Lata webinar. Biodiversity was high on the agenda generally and Latin nations could show “the positive outcome of tourism; how it, in many cases, drives environmental stewardship”.

The theme will be carried throughout 2022, including at this summer’s LATA Expo.

“We’re launching the Latin America year of biodiversity for 2022, changing the narrative and positioning Latin America as a positive force for good,” Stewart said.

Colombia plans to make nature tourism a key tenet of its marketing in 2022, having approved a sustainability tourism agenda last year.

Jose Puyana, ProColombia Europe director, said: “I think we are progressing in a good direction. Colombia is the second most biodiverse country in the world; 53% is forest." 

Colombia hopes UK visitor numbers will be boosted by the restoration of the Heathrow-Bogota link by Avianca in March.

Costa Rica, which has already established its reputation as an eco-tourism destination, saw its British Airways connection restored in November.

“We have a very active campaign in the UK, we plan to help you to incentivise the market and to be able to sell Costa Rica better,” said Carolina Trejos, Costa Rica Tourism Board marketing director.

She added: “We will also sponsor Eden Project, because it shows what you will find in Costa Rica.”

Trejos added she was “in conversation” with BA about continuing its flight during the rainy season over the UK summer.

“It has been traditional to have a year-round flight, I’m very positive,” she said.