Colombia consolidates its leadership in meeting tourism with ICCA 2025 in Medellín

What feelings do you take away from what you experienced here as a host?

We are absolutely satisfied. We supported Medellín's bid from the beginning, and seeing this Summit held at home is a huge achievement. Beyond the number of attendees, what's valuable is the quality of the contacts and hearing from members and buyers that the event has been successful in terms of business and relationships. Medellín demonstrated its transformation with real action, and it was felt at every moment.

What does it mean for ProColombia and the country to host a meeting of this level?

These events have a national impact. They allow us to showcase progress, competitive advantages, and value propositions in areas such as artificial intelligence, digital transformation, and support for destinations. The coordination between ProColombia, the bureaus, and Medellín was exemplary. Even having the active participation of the mayor, who understands the importance of the meetings industry, makes a difference.

From what you mention, there's a before and after. How do you envision the future in the short and medium term?

The first return is qualitative: the relationships generated between entrepreneurs, destinations, and buyers. But tangible business deals have also been concluded for several destinations and for Colombia. Furthermore, the sessions provided us with immediately applicable lessons that strengthen our industry and give us more tools to grow professionally.