The Medellín Bureau promotes the city's international positioning as a meeting destination
Within the framework of the ICCA Latin America & Caribbean Summit 2025, we spoke with Juliana Cardona, executive director of the Medellín Bureau, about the importance of this event for the destination, the visitor experience, and the growth of the city's hotel and gastronomic infrastructure
What does it mean to you to have this important event at home?
For us, this is a huge opportunity to position the destination, not only in Latin America but globally. Many of the members who visit us come from other parts of the world, like Australia, who have never been to the region before. We want people to see Medellín not only as an events destination, but also as a place to live memorable experiences, come with family and friends, and recognize us as a resilient destination that constantly strives to be its best.
A lot of work is also being done in Medellín for the region. What is the purpose of the tours during the event?
The ICCA Latin America & Caribbean Summit 2025 program will take place in different locations throughout the city. For example, today we are in Commune 11, Laureles, and will be complemented by other more central areas. We will also visit downtown Medellín, the Botanical Garden, the Futumed district, and the Castillo Museum in El Poblado. There will even be evening activities at the Caja de Madera in Plaza Mayor. We aim to offer a 360-degree view of Medellín as a venue for association events, congresses and conventions, as well as sporting and mass entertainment events.
How is Medellín's hotel and restaurant infrastructure growing to accommodate these events?
We're growing rapidly, not only with international chains but also with local players seeking to expand globally. We have first-class hotels and guaranteed services, and our culinary offering is extremely diverse: from gourmet options to traditional cuisine, featuring fresh, local produce. This allows visitors to fully enjoy the city and gain a different perspective of Medellín, where nature is integrated into the urban environment.
What other important events are taking place simultaneously in the city?
This week we have the Buen Comienzo Congress, which also has an international component and is held at Plaza Mayor. There are also alternate events at other hotels, demonstrating that Medellín maintains a constant agenda of activities and creates opportunities for visitors to return.
In terms of objectives, how is the Bureau performing so far this year?
We're doing very well. So far, we've captured more than 70 events for this year, doubling the figure from last year's closing event of 36. This reflects the confidence of operators and business owners and allows us to connect all stakeholders in the city-region's tourism ecosystem, strengthening the relationship between the public and private sectors, academia, and society.