The Medellín District is present at FITUR 2025, the most important international tourism fair in Latin America

The Tourism and Entertainment Secretariat of the Science, Technology and Innovation District of Medellín, together with the Bureau of Medellín and Antioquia, will be at the Colombian stand with ProColombia at FITUR 2025, the International Tourism Fair that will take place from January 22 to 26 in Madrid, Spain, and which is considered the most important space in Latin America for tourism and destination professionals, as well as being the leading fair in the receptive and issuing markets.  

As stated by José Alejandro González Jaramillo, Secretary of Tourism and Entertainment, “We will be attending the Fitur International Tourism Fair, the largest specialized fair in the world for vacation tourism. We will be in the company of the Bureau, promoting wholesalers, retailers and in conversations with the media, local authorities and world tourism authorities, making our city known as a world-class tourist destination.”

Additionally, the Colombian stand will feature the participation of Juan Ernesto Ortiz Grajales, Overall Winner of the 2024 Silleteros Parade, activation of urban panels and digital screens with information about Medellín at the main points of human traffic in the Spanish capital such as the metro, downtown Madrid, parks, among others, and attendance at networking spaces such as the inauguration of the Colombian stand on Wednesday, January 22 and the cocktail at the Colombian embassy in Spain on Thursday, January 23.

Why is it key for the District to participate in FITUR?

For Juliana Cardona Quirós, Executive Director of the Bureau, “it is essential for the District to be present at FITUR 2025, this brings us closer to those strategic markets to make the world fall in love with Medellín and Antioquia. We will have commercial agendas, but we will also bring the cultural event “silletera” so that people plan their trip and can do vacation tourism in the coming months.”

Likewise, the Fair is attended by various Colombian businessmen who have offices and headquarters in Medellín, which allows the District to strengthen its offer, because these businessmen also promote the city. For this edition, the participation of some Bureau Members and others such as: Travel Solutions, Vaova, Destino Colombia, Gema Tours, Colombian Journeys, Green Travel, Poblado Plaza and Poblado Alejandría, Hoteles Estelar, Las Américas Hotels, among others, stands out.

A 2024 of great results for the city

In 2024, the Secretariat of Tourism and Entertainment of Medellín, together with the Bureau, achieved some significant milestones:

36 events captured and supported in Medellín, generating more than 60 billion pesos in economic impact and attracting 66,633 national and international attendees.
Presence in 12 international events, where the brand “Medellín, everything flourishes here” was promoted and strategic ties were consolidated with key players in the tourism industry.

Bureau's goals for 2025

Event Acquisition: Achieve the goal of 100 events, including congresses, fairs, conventions and high-impact associative events.
Strategic Participation: Presence in 16 key events in the MICE industry and in holiday and entertainment tourism.

List of participations 2025:

Meetings Industry:
1. Northstar Events:

Global Incentive Summit.
SMU International.
MICE Exchange.
Destination Showcase.

2. Workshops with ProColombia.

3. Global Events:

IMEX America.
IMEX Frankfurt.
ICCA World Congress.
ICCA LATAM Summit.

Holiday and Entertainment Tourism:

1. International Events:

Colombia Travel Mart.
International promotion with silleteros.
Commercial agenda in emerging markets.

2. Regional Promotion:
Tourist caravans and roadshows in alliance with hotels, tour operators and ProColombia.

In 2025, the Bureau will not only seek to surpass the figures of the previous year, but will also focus on strengthening the city brand and consolidating alliances that will position Medellín as an unmissable destination for both the meetings industry and leisure and entertainment tourism.

Source: Medellin Bureau.