The much-anticipated International Tourism Fair of Latin America (FIT 2024) opened its doors on Saturday, September 28, transforming Buenos Aires, as it does annually, into the epicentre of global tourism for four dynamic days. This premier event for hospitality, travel and tourism in the Latin American region unfolds at the iconic La Rural exhibition centre located in the city’s Palermo district. This year, with Brazil as the featured guest country, FIT 2024 promises to foster even greater collaboration across Latin America, spotlighting emerging trends and strengthening ties between countries within the region. The over 174 exhibitors for this year’s event will showcase the very best of what the Latin American market has to offer through the various country representatives, travel and leisure companies, hotels as well as resorts.

As the most important tourism event for Latin America, FIT’s overarching mission is to facilitate networking and business development in the tourism sector, while fostering cultural exchange. As one of the largest tourism fairs in the world, the event brings together tour operators, travel agents, hotel chains, and tourism boards from across the globe, providing a space for dialogue and the exchange of innovative ideas. The impact of FIT extends far beyond the immediate borders of Argentina, gathering tourism professionals from all corners of Latin America and beyond, serving as a springboard for economic growth in the region. Partnerships forged at FIT 2024 can lead to increased visitor traffic, new tourism development projects, and a more interconnected travel infrastructure across the regional travel markets. The event also provides an unparalleled opportunity for smaller or emerging destinations to shine alongside established giants like Argentina and Brazil, as they each present their unique offerings, ranging from eco-tourism and heritage travel, to adventure tourism, gaining visibility on a global stage.

Brazil’s role as the guest country in 2024 reflects its growing significance within the Latin American travel landscape and its sponsorship of this globally supported event forms part of its strategy to raise its profile in global tourism. By showcasing its rich cultural diversity, natural wonders like Amazon’s ecological treasures in addition to the tropical allure of its beaches in Rio de Janeiro, Brazil’s tourism potential is vast and varied. Its participation and sponsorship for the region’s most important event in tourism aims to strengthen partnerships within Latin America and attract international visitors thereby solidifying its position as a premier travel destination in the South. The partnership also speaks to the larger regional effort to promote interconnectivity and intra-Latin American tourism, crucial for the economic development of the region’s travel and hospitality industries.

Among the many exhibitors at FIT 2024, Argentina’s renowned wine regions of Mendoza, Salta, and Patagonia hold a special place. These regions have become synonymous with Argentina’s rich viticultural tradition, each offering a distinct terroir that produces some of the world’s most sought-after wines. Exhibiting at FIT 2024 allows these regions to highlight the growing trend of wine tourism, where visitors seek to immerse themselves in the culture and production of wine while exploring the breathtaking landscapes of Argentina. Countries like wine-producing neighbours Chile along with Uruguay also had a strong presence at this annual event as they celebrated their country’s viticultural and other attributes.

Thursday Food shares highlights from FIT 2024 and introduces a few labels from the fair as well as related events:

Tapadito Malbec, a 100 per cent Malbec made from grapes grown 1920 metres above sea level by Bodega El Cese, formed part of the ‘Ruta del vino de Salta’ at FIT 2024. Produced in the Angastaco area of Salta, this wine is ruby red in colour with tile-coloured nuances. Its aroma presents a complex spice with notes of red fruits, black pepper, dried fruits, plum and black olives followed by a unique aroma of green pepper. In the mouth, it has good structure, is round, thick, sweet and has ripe tannins.

Viñas en Flor Torrontés is a 100 per cent varietal made in Cafayate by Bodega Viñas en Flor Bodega that has a right yellow with greenish tones. It is a wine with a unique aromatic expression, very fruity and very fresh, exhibiting notes of citrus, flowers and white peach. On the palate it is structured, with good volume, correct mid-palate and balanced, with a long and harmonious finish.

Reto Malbec (suelos profundos or deep soils) is a wine from Mendoza made by Tao Wines from 100 per cent Malbec that has a deep, intense and bright red colour, with violet hues. This was the featured red wine at one of the post-FIT 2024 exclusive dinner and tango events that Buenos Aires is known for. Fruity aromas such as cherry, sour cherries and raspberries stand out on the nose while slight smoky notes of tobacco, chocolate, spices as well as nuts can also be perceived. On the palate, it is sweet and voluminous on entry, round and balanced with red fruits ripe and elegant tannins standing out before becoming smoky towards the end in its finish.

Santa Julia Reserva Chardonnay, a 100 per cent varietal produced in Mendoza by Bodega Santa Julia, has a bright greenish yellow colour. It was the featured white wine at the exclusive dinner and tango event hosted by La Ventana in the city’s artsy San Telmo district. On the nose we find ripe white fruits: pears, apples and bananas along with tropical fruits, as well as notes of barrel maturation on the lees such as vanilla, coconut, butter and honey. In the mouth it has good volume, is complex, mature, with a smooth entry in the mouth, good development and a long finish.

The International Tourism Fair of Latin America is more than just a showcase — it is a catalyst for economic growth and cultural exchange, helping to define the future of travel in the region for years to come. As Latin America continues to rise in prominence on the global stage, FIT will undoubtedly remain at the heart of the region’s tourism success story. Salud!

Photos: Andre Wayne Reid