Medellín consolidates its position as a leading destination for the meetings industry in Latin America

What does organizing an event of this magnitude mean to you?

It's truly important to us. This event reflects that Medellín is consolidating its position as a tourist city and that we are consciously committed to transforming and strengthening our mission. We have the infrastructure and people committed to responsible tourism. Having representatives and associations come to conduct business and hold meetings makes us very happy, because it demonstrates that Medellín can be a venue for this type of event.

This process didn't happen overnight. Could you tell us a little about the behind-the-scenes?

The planning has been intense; we've been working on it for about three or four months. We reviewed the spaces, coordinated with universities, and ensured each location reflected the city's innovation and technological commitment. We're thrilled that ICCA supported this proposal and that it aligns with their vision as an association.

You've worked intensively in recent years. How do you rate the current state of the MICE segment in Medellín?

Medellín has strengthened its infrastructure and event capacity. Previously, we had only one major convention center, and now private convention centers and universities are also preparing to offer logistical facilities, trained personnel, and comprehensive facilities. This positions us as a leading destination for connectivity, hotels, and services, consolidating our meetings industry.

With an increasingly connected airport, are strategic markets different today than before?

Yes, the city is continually transforming within the segments we serve. The United States remains important, but we also prioritize Central and South America, and other emerging destinations. Some arrive through our promotional strategies and others organically, but all recognize Medellín as a benchmark for business, health tourism, shopping, and cultural experiences.

Many visitors come for business and return for pleasure. Is that correct?

Exactly. We want visitors to not only fulfill their business agenda, but also enjoy the city and region's culinary, cultural, and entertainment offerings.

And personally, what would be your perfect day in Medellín as a tourist?

I'd start with a jog through Parques del Río, followed by breakfast at one of Manila's cafes. Afterward, I'd walk along Calle Jardín and Provenza, visit Parque Arví, and have a coffee at Perpetuo Socorro. A sunset stroll in Pueblito Paisa, enjoying the traditions, cuisine, and panoramic views of the city, would be a must. I'd end the day at one of our restaurants, from Michelin-starred options to traditional dishes accompanied by a local aguardiente.