Andrea Romero

The U.S. Hispanic market represents one of the most powerful forces in domestic tourism–projected to contribute $40B in travel spend this year alone. In this Beet.TV spotlight, Fernando Romero from TelevisaUnivision unpacks how the U.S. Hispanic market is reshaping the domestic travel economy, and why culturally relevant storytelling matters more than ever. Watch this video and more here: https://lnkd.in/ey4UY3J5 #Televisa #TravelerMedia #CommerceMedia 

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#FIT2025 leaves us with one clear takeaway: the future of tourism isn’t just about destinations — it’s about stories, trust, and strategy. We wrapped up the week with a great conversation with my colleague, Federico Wals, South Americas Markets Director at Axon Marketing & Communications, reflecting on our #AXONexperiences at FIT — one of the most important tourism market barometers in the Americas. Here’s what stood out most to our #AXONteam during these days in Buenos Aires: Beyond record attendance, FIT 2025 confirmed that tourism is no longer just about attracting visitors. It has become a platform for economic development, territorial identity, sustainability, and innovation. Key takeaways: ✅ Reputation is the new competitive edge. In saturated markets, destinations and brands that manage their narrative, consistency, and promise are the ones that capture attention — from travelers, partners, and investors alike. ✅ Tourism needs strategic #IntegratedMarketingCommunications. A great product isn’t enough — it must be told well, adapted wisely, and aligned with diverse audiences across media, platforms, and regions. ✅ Technology is no longer optional. Smart platforms, AI, digital marketing, immersive experiences… FIT made it clear that digital transformation is also reshaping the travel and tourism industry. ✅ Latin America holds tremendous opportunity in US and Europe. Sustainable experiences, cultural identity, nature-based tourism — our region is full of potential. But potential alone is not enough — we need vision, consistency, and strategy to unlock it. At Axon Marketing & Communications, we support destinations, brands, and operators looking to grow across the U.S., Europe, and Latin America through a fully integrated approach: #Reputation, #communications, digital marketing, and AI-powered strategy — working together to drive meaningful growth. Because today, the destinations that communicate best… grow the most. Thank you to everyone who made #FIT2025 a space for dialogue, inspiration, and strategic partnerships. See you along the journey! #AXON #AXONexperiences #FIT2025 #LatAmTourism #ReputationMatters #StrategicCommunications #TourismMarketing #IntegratedMarketingCommunications #LatAmGrowth

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As creator-based marketing continues to grow across TV and social, so does the need to better understand our consumers. Former TikTok exec Tim Natividad (now at TelevisaUnivision) and Steve Ellis share how listening to comments can help drive brand collaboration. Watch more from #InsideThePeak here: https://para.mt/4eeTBvy

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Emerging as major players in meeting/incentive travel, the countries of South America are building brand recognition and relationships with planners and within the industry. We caught up with Luis Chang of PROMPERU at IMEX. Hear what he has to say about the ancient Incan and modern business capital of Peru.

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It is striking how much AI technology has moved on since this Aspen Digital convening on AI and the Future of News in Latin America last fall. But publishers are still stuck on the same question: *How does journalism make money in an AI-driven internet?* Aspen’s report highlights one bright spot: Aos Fatos’ fact-checking chatbot “Fátima” meaningfully boosted engagement. Beyond Latin America, we’re seeing: - a few publishers driving subscriptions with AI-powered personalization like Schibsted - others building B2B AI services like Reuters And a few major players have licensing deals… but what’s actually working? Has anyone built AI products that materially improve subscriber loyalty, retention, or revenue—or cracked pay-per-crawl in practice? Would love examples 👇

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"AI-powered search engines increasingly rely on brand mentions, reputation, and authority signals pulled from across the web – areas where PR excels. In this new landscape, the question isn’t whether PR matters to search – it’s how much it now leads the charge." #publicrelations #AI #GEO #PR #search https://lnkd.in/eV_96-rQ

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Just read Reuters Institute for the Study of Journalism Technology Trends and Predictions 2026 report – huge implications for all comms and marketing pros. A few standout findings that caught my attention. #weekendreading Publishers are bracing for a 40%+ drop in search engine traffic over the next three years. In response, they're doubling down on what humans do best: original investigations, on-the-ground reporting, and stories that provide real context, connection and authenticity. YouTube has become the top priority for publishers this year, with TikTok and Instagram close behind. Meanwhile, subscriptions and memberships remain the primary revenue focus (76%), alongside events becoming an increasingly important part of the mix. This finding I welcomed as I see huge value in events and connecting- Finovate, TSAM, Money 20/20, Sibos and more - they will all keep growing. Perhaps most interesting: 76% of publishers say they're encouraging staff to behave more like creators. A clear signal that the traditional boundaries between journalism and content creation continue to blur. It's about video and personality! The full executive summary is here: https://lnkd.in/eiE_2e7c #Journalism #MediaTrends #ContentStrategy #DigitalTransformation

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American foreign policy is creating massive opportunities for Chinese companies, and for PR firms in emerging markets who can help them connect with stakeholders there. My colleague Diana Marszalek spoke with firms in Latin America and Africa about the new opportunities. https://lnkd.in/e6ba-Gq8

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