As a continuation of the work ASTA and NTA started with the creation of the Hispanic Business Development Task Force, the groups will hold the Hispanics in Travel Caucus in conjunction with ASTA’s Travel Retailing and Destination Expo in Los Angeles, Sept. 7 to 9. The caucus will take place on Sept. 8 from 4 p.m. to 5:30 p.m. This “café con leche” will provide executives, organizations and thought leaders involved in the Hispanic tourism market the opportunity to discuss trends, challenges and opportunities in Hispanic tourism and develop plans for better serving the Hispanic travel community.

“Given the enormous purchasing power of the Hispanic market, it is critical that the industry’s leading organizations harness their energy to develop a framework in which to better understand and reach this target market. The Caucus event is the first of many initiatives ASTA and NTA will undertake to highlight the importance of the Hispanic market in the United States,” said ASTA President and Chair Nina Meyer.

The caucus will provide a first-hand opportunity for participants to meet and connect with industry colleagues involved in Hispanic tourism; exchange strategies, insight and ideas that are meaningful to the marketplace; develop business opportunities for ASTA and NTA members who are working within the Hispanic market; and discuss ways in which to create more jobs within the travel industry.

Glenn Llopis, CEO for the Center for Hispanic Leadership, will be the featured speaker. He has appeared on Fox and CNN in Espanol, among other TV stations, and currently is a contributing writer at Forbes, the Huffington Post and AOL Latino. He was recently featured on “NBC Latino” and selected to be a leadership voice on Google’s first and only YouTube network (“MiTu”), which targets Hispanics.

In coordination with caucus, a panel discussion, “25 Reasons Why Hispanics are Important in Growing Your Travel Business” will take place on Sept. 7 from 11:30 a.m. to 12:45 p.m. This panel will highlight why the fastest-growing market in the United States, which represents more than 50 percent of all growth, must be a key part of travel marketing plans. The workshop will cover key demographic, consumer and travel trends within the market, as well as success stories from various industry sectors. Featured presenters at the panel include Olga Ramudo (moderator), president and CEO of Express Travel and U.S. Travel and Tourism Advisory Board member; Kirk Whisler, president of Latino Print Network; Laura Mandala, managing director of Mandala Research, LLC; Laura Rodriguez Verbera, president and CEO of Marina Tours and Travel; Angel Alvarez, regional sales director of Rail Europe; and Gerald Fernandez, president of the Multicultural Foodservice & Hospitality Association. Those wishing to nominate an organization or individual to receive a caucus invitation should contact Olga Ramudo, chair of the Hispanic Business Development Task Force, at oramudo@expresstravelus.com.