The Dynamic Evolution of Travel Agencies | Margoth & Felipe Rico

At the 1TourismWorld conference, Margoth & Felipe Rico, co-founders of Aracanto, shared their vision on the evolution of travel agencies, emphasizing the shift from transactional intermediaries to creators of personalized experiences. Launching Aracanto in 2018, they aimed to navigate the post-pandemic complexities and highlight Colombia's rich heritage. They argued for the enduring relevance of travel agencies in an automated era, leveraging technology not as a disruptor but as an enhancer of immersive, customized travel experiences. Highlighting the potential of generative AI, they envisioned a future where technology and human insight merge, ensuring travel agencies' pivotal role in crafting transformative journeys, thus redefining the industry’s future.