JLA’s long and winding road
“What, that wooden shack?” I exclaimed, when Journey Latin America founders, Chris Parrott and Brian Williams, asked my opinion about a modest hotel at Iguazú Falls in Brazil. They smiled in agreement, and I think it was that which got me the job: obvious first-hand experience. This was back in 1987, when I was interviewing as a tour leader. Chris and Brain had founded JLA as a two-man band back in 1980, with the aim of offering escorted group holidays exclusively to Latin America: I was keen to jump on board.
Latin American tours? Now that was a big ask. In the 70s and 80 few visitors set foot on what was still a rugged and pretty much unexplored (in tourism terms) continent. JLA was virtually alone escorting groups across wild terrain, riding wobbly public buses which rocked along unpaved roads. Hotels and hostels were modest affairs where occasionally guest rooms turned out to be sold, er, by the hour, or where you’d be very lucky to have access to a private bathroom. In jungle lodges a shower would consist of a tin can with perforations, while on Galápagos cruise there may be just one tap shared between 16 guests. Socio-political and economic conditions were decidedly dodgy, tour leaders had to negotiate delicately with strikers and border guards: to finish a tour, on time and without incident, was a great achievement.
(The snaps below were taken when I led JLA tours in the 1980s. Apologies for the quality of the images – I only had a Brownie – but you get the idea).
But with the experience accrued by the founders and a small team of Latin America enthusiasts, the company not only took off but flew. Aided by documentaries, books and improving political stability in Latin America, the continent earned a more glittering reputation and people flocked to join the party.
In the 1990s, JLA launched what was at the time another innovation: tailor-made holidays, where we create private itineraries designed around the individual dreams and aspirations of our clients. To be able effectively to do this we need constantly to increase our contacts and partners in the region and to expand our knowledge with countless trips out to Latin America to seek out new places to visit, places to stay and things to do. The place is awash now with chic boutique hotels, luxury cruises, smooth paved highways, as well as discreet corners of the old, authentic Latin America. We know them all.
Now of course, we have far more tools at our disposal, with the internet, social media and the like. But one thing has not changed - over four decades, we have consistently chosen to be single-minded about Latin America. Our continuing tunnel-vision means that as we grow and progress, our ever increasing bank of knowledge and expertise shines through.
Our founders have earned their retirement; we have new partners now, but our close-knit team continues to operate with the freedom and independence which has always sparked our imagination and defined our brand.
Your edit for Latin American inspiration
Our exciting range of articles on Latin America explore everything from iconic destinations and lesser-known cultural gems to delicious traditional recipes. You’ll also find exclusive travel tips, first-hand client reviews and the chance to get your personal questions answered by our travel experts.View Extraordinary Inspiration
Real Latin America Experts
Paul Winrow-Giffin - Travel Consultant
After graduating in Computer Science, Paul spent seven months travelling from Colombia to Argentina and came home hooked on Latin America.
Evie Oswald - Travel Consultant
It’s hard to believe that Evie has had time to cram so much in to her life so far. Having lived as a child in the Americas and Europe she found herself immediately attracted to Latin America.
Hannah Waterhouse - Travel Consultant
Hannah had an early introduction to Latin America when her family moved to Ecuador and she returned to study in Buenos Aires for a year before backpacking across the continent.
Ben Line - Travel Consultant
Ben fell in love with Latin America on a six month backpacking trip from Colombia to Mexico in 1995. Since then he has explored most of South America, including living in Peru for a year. He is now Manager of the Tailor-made Department.
Hannah Donaldson - Travel Consultant
Having spent part of her childhood in Colombia and worked in Brazil and Costa Rica, Hannah's ties to Latin America run deep. Hannah is an invaluable part of our Group Tours team.
Chris Rendell-Dunn - Travel Consultant
Anglo-Peruvian Chris grew up in Lima and spent much of his adult life in between London and Cusco as a tour leader, before settling permanently in our Sales team.