Medellín consolidates its position as a destination for innovation and knowledge at the ICCA World Congress 2025
At the 64th ICCA World Congress, Medellín reaffirms its commitment to science, technology, and data as an engine for attracting events that generate impact and legacy
Between November 9 and 12, 2025, the Medellín Science, Technology, and Innovation District, represented by the Secretariat of Tourism and Entertainment and the Greater Medellín Convention & Visitors Bureau, participated in the 64th ICCA World Congress in Porto, Portugal. During the four-day event, the delegation engaged in an agenda focused on sustainability, resilient leadership, purpose-driven business models, technological innovation, and the creative power of events, in addition to attending spaces such as the Sharing Hubs, the Business Intelligence Coopetition, Impact & Sustainability sessions, and panels on trends in destination management
One of the most outstanding milestones was participation in the ICCA Business Intelligence Coopetition 2025, where Medellín was selected as one of the four global finalists, and one of the two Latin American destinations, for its strategic use of data to attract conferences and promote intelligence-driven planning. Within this framework, the Bureau's manager, Juliana Cardona, presented a case study on the Tourism Information System (SIT Medellín), a public tool that consolidates data on visitor flows, occupancy, economic impact, and event activity. This platform strengthens evidence-based decision-making and promotes collaboration among the public, private, and academic sectors.
The project competed with Cape Town, Tourism New Zealand, and Invest Bogotá in categories related to innovation in business intelligence, reinforcing Medellín's position as a regional leader in the use of technology applied to meetings tourism
With its presence at the ICCA Congress and its strong performance at Coopetition, Medellín reinforces its strategy of positioning itself as a smart, connected, and knowledge-oriented destination. The city continues to project itself as an ideal venue for academic, scientific, and innovation events, promoting tourism that combines economic impact with social legacy.
Source: Bureau Medellín.