ForwardKeys announces a newly formed partnership with SoulData in Buenos Aires. The Argentinian-based boutique travel data intelligence company will aid ForwardKeys to grow its presence in Latin America as more DMOs move towards a digitalised workplace, one which is data-led.

“In this new era, we believe Data should be the soul of any organisation. It is important to promote innovation and digital transformation for the tourism recovery in the region through reliable information and actionable insights,” says Federico Esper, CEO of SoulData.

Founded in 2010 and based in Spain, ForwardKeys has pioneered the way forward for tourism organisations, and travel retailers keen to understand who is travelling where, when, and for how long, and have built specific data analytics tools to keep your finger on the pulse of the market.


We’ve managed to share such information by having the most comprehensive ticketing data covering the globe from online bookings to travel agencies and airlines.

Katrina Dawson
Vice President Business Development – Destinations

From ticketing data to Seat Capacity and Total Air Market (TAM) the variety of ForwardKeys datasets means clients can get a 360-degree view of the real travel ecosystem. Equipped with historical data, future bookings, and forecasts, planning, even with a pandemic, can be simpler with daily updated data.

“With hundreds of clients around the world from airports to travel retailers and destinations, this partnership with Soul Data will greatly advance the way tourism organizations plan future strategies and marketing campaigns. The timing is crucial as already we can see the importance of the USA as a key source market for reactivation to Central America,” adds Villar.

The travel and tourism sector plays a pivotal role in the economic health of many countries within Latin America. In the past decade, the combined total contribution of the travel and tourism sector to the gross domestic product (GDP) in Latin America and the Caribbean registered an overall upward trend, despite a small contraction in 2016 and 2017 in Latin America.

Based on the contribution value in real prices, the travel and tourism sector accounted for nearly 299 billion U.S. dollars to the GDP of Latin America in 2019, up from 294.6 billion dollars a year earlier.


Through this partnership with ForwardKeys, we seek to improve the decision-making process for DMOs with real-time data and valuable insights, that can contribute to the sustainability and competitiveness of smart destinations in Latin America.

Federico Esper

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