The association – which is the largest organisation promoting travel to the region – is seeking to better understand how its members can support and train agents in order to win a bigger share of travel agents’ bookings.

Lata chairman Colin Stewart said: “Lata recognises the vital role that travel agents play in encouraging their clients to consider new destinations and new experiences, and we’re committed to giving more support to agent partners in the coming years to enable them to grow sales of what we believe is the most exciting and diverse region in the world.

“By sharing their perceptions of Latin America in this survey, and highlighting their challenges in selling the region, travel agents will help Lata and our members to shape our future strategy and to give agents what they need to sell more Latin American holidays.”

Agents can win one of three £100 Amazon vouchers by completing the survey by 31 January 2020.

Lata also announced its first online training course for agents this week, with a separate incentive offered for completing the five modules. The association is also to hold its first series of travel agent roadshows in April 2020.