Colombia, a rising destination for meeting tourism

Within the framework of ANATO's Tourism Showcase, Travel2latam spoke with María Eugenia Oriani, Meetings Tourism Manager at PROCOLOMBIA.

What is PROCOLOMBIA's role in meeting tourism?

PROCOLOMBIA is the entity in charge of promoting Colombia as a destination for meetings tourism. Our objective is to attract international events, congresses, conventions, incentive trips and exhibitions to the country. We work hand in hand with convention bureaus, hotels, exhibition centres and other actors in the sector to offer a competitive and attractive destination for event organisers.

What are Colombia's main strengths in this sector?

Colombia stands out for its connectivity, infrastructure and the warmth of its people. We have modern airports and international connections that facilitate access. In addition, we have a range of world-class venues in cities such as Bogotá, Medellín, Cartagena and Cali. Another key factor is the diversity of experiences we offer, which makes Colombia an attractive destination for incentive trips.

Has Colombia received any recognition in meeting tourism?

Yes, we have climbed positions in international rankings, such as that of the ICCA (International Congress and Convention Association). In addition, several cities have been recognized for their capacity to host large-scale events. This is the result of the joint effort between the public and private sectors to strengthen the meetings tourism industry in the country.

What are the challenges and opportunities for continued growth in this segment?

One of the main challenges is to continue strengthening the promotion and attraction of international events. To do so, it is key to maintain strategic alliances, improve infrastructure and guarantee a quality experience for attendees. Sustainability is also a great opportunity, as more and more events seek to be responsible with the environment and the local community. In that sense, Colombia has a lot to offer with its biodiversity and commitment to sustainable tourism.

What message would you give to event organizers who are considering Colombia?

Colombia is a vibrant, diverse and growing destination. We offer unique experiences, modern infrastructure and the support of an industry ready to host top-level events. We invite organizers to come, experience first-hand what the country has to offer and discover why Colombia is the ideal setting for your next event.