Fam Fest Latam Returns to Cancún for Its 12th Edition - Get updated on what's happening in tourism!

Amplified Rewards, the incentive programme of PAM Hotels, is bringing its top-performing commercial partners back to Cancún for the 12th edition of Fam Fest Latam. The annual event will take place from 2 to 6 September, combining product training, business updates, recognition and entertainment.

Dozens of travel agents and tour operators from across Latin America are expected to attend. The event is designed both to reward partners generating strong sales for PAM Hotels and to give them the product knowledge and tools needed to market the group’s growing portfolio.

AVA Resort Cancun hosts Fam Fest again

This year’s Fam Fest Latam will be held at AVA Resort Cancun, one of PAM Hotels’ newer properties in the Mexican Caribbean. The resort already hosted the event in 2024, when it was still in its pre-opening phase.

Two years later, participants will return to experience the fully operational resort and its services from a guest’s perspective.

“Every year we work hard to welcome our commercial partners at one of our properties, focusing on those who generate the highest sales through Amplified Rewards,” said Leonel Reyes, PAM Hotels’ Director for Latin America. “This allows them to experience our services first-hand and receive training on the latest products we are offering their clients.”

“Fam Fest Latam is an exclusive event for the best of the best. It brings together the region’s most important travel agencies and tour operators and those generating the highest sales for our properties,” Reyes added.

Portfolio exceeds 9,200 rooms

PAM Hotels currently represents more than 9,200 rooms across Mexico, the United States and the Dominican Republic. Jamaica is set to become its fourth destination through the expansion of UNICO Hotel Collection.

Its portfolio includes AVA Resorts, UNICO Hotel Collection and Hard Rock Hotels An-All Inclusive Experience, as well as NOBU Hotels in Los Cabos, Chicago and Miami and Eden Roc Miami Beach.

The group also represents Residence Inn by Marriott properties in Cancún, Playa del Carmen and Mérida, alongside Marriott Hotel Santo Domingo Piantini and ALOFT Santo Domingo Piantini.

For the 2026 Fam Fest, PAM Hotels says two areas will take centre stage: professional training and the presentation of new additions and developments across the portfolio.

Rewards go beyond the annual event

Participation in Fam Fest Latam is itself one of the benefits available through Amplified Rewards. The programme provides registered travel agents with sales incentives that also include complimentary hotel nights and financial rewards.

Against a backdrop of growing sales in Latin America, the annual gathering has become an important platform for maintaining relationships with the professionals who sell the company’s hotels throughout the region.

Twelve editions of training and experiences

Over its 12 editions, Fam Fest Latam has combined professional development with destination and hotel experiences. Previous events have featured performances by artists including Enrique Iglesias, Carlos Vives and Alejandra Guzmán, while other editions have drawn heavily on the character of their host destination or adopted a festival-style format.

Training has remained a constant element. Previous programmes have included international speakers addressing sales techniques, personal development, empowerment and trends shaping the tourism industry.

By returning to Cancún in 2026, PAM Hotels aims to bring those elements together once again, giving its strongest Latin American partners a combination of recognition, professional training and direct experience of the products they sell.

Image Credit: © AI generated illustration