ICCA promotes Latin America as a benchmark for innovation within the meetings industry

What are your impressions of this latest edition of the Summit in Medellín, and what's your assessment of the event?

This Summit marks the 17th edition and returns to Colombia, specifically Medellín, for the second time. Everything we designed is based on two pillars: what our members need to increase their competitiveness in attracting conferences, and what our host, in this case Medellín, can contribute. Therefore, the topics focused on science, innovation, and technology, with venues such as the Universidad Pontificia Bolivariana, Ruta N, and Parque Explora. We want to send a clear message about the relevance of this niche within the meetings industry, not only for adopting technology, but also for attracting events associated with it. Medellín represents that platform for Latin America to lead these conversations.

You mentioned that this Summit marks a turning point. What do you mean?

This event is unique within ICCA, as the model exists only in Latin America, and based on its success, it will begin to be replicated in other regions such as the Middle East, Asia Pacific, North America, and Africa. The immediate impact is positioning our region as a benchmark for innovation in the industry, in addition to generating more business, visibility, and international exposure.

How do you assess the current state of meeting tourism in Latin America and the Caribbean?

The most recent data show growth in the association market. In fact, between 2023 and 2024, Latin America and the Middle East were the only regions to increase their number of events, reflecting positive momentum. We believe there is still significant potential to develop. Latin America is today an incubator and accelerator of ideas that foster new businesses and conferences. However, to grow further, we need destinations to strengthen their investment in the industry, involve actors such as investment agencies, universities, and innovation centers, and strengthen access to data that supports this narrative.

Which countries do you see as having the greatest potential for development in this sector?

The entire region is showing progress, but some cases stand out. Brazil is redoubling its efforts, and for the first time, the Unidestinos Congress has gone international with the support of ICCA. Colombia stands out as a multi-destination event, with highly active cities and good infrastructure, reflected in the organization of events such as the one in Bogotá and this one in Medellín. Panama is also key, as it will host the ICCA World Congress in 2026. Costa Rica, with its commitment to innovation and sustainability, maintains a very active role. Furthermore, the involvement of companies and chains such as Marriott CALA, which are investing heavily in this industry, is worth highlighting.

The concept of legacy has become central to the meetings industry. How does ICCA work with it?

Beyond being a buzzword, legacy is a real priority. Today, events are evaluated by their ability to leave a positive and lasting impact on host communities. In Latin America, all destinations have legacy programs, to a greater or lesser extent, and international associations already consider it a determining factor when selecting venues and suppliers. At ICCA, we promote this approach and link it to sustainability and purpose. Furthermore, as active members of UN Tourism, we work to highlight the contribution of meetings tourism to development, innovation, and social impact.