SMU International is considered an important event for Medellín. This event, specifically designed to connect destinations with meeting, congress and incentive organizers in the United States, allowed the city to present three decision-makers looking for new locations in Latin America for their events. One highlight was the participation of ProColombia, which is positive for the region, which is working to strengthen its promotion strategy within the MICE offering in Colombia and the world, showcasing its infrastructure, connectivity and differentiated offering.
Medellín is a potential destination for the North American market. The United States is Medellín’s most important international market, not only due to the growing number of visitors and events it receives, but also due to its air connectivity with five direct routes from Miami, Fort Lauderdale, Orlando, New York and Houston. In addition, more and more US companies and state associations are looking to expand in Latin America and find the city an attractive option due to its world-class infrastructure, with spaces such as the Plaza Mayor, universities and unconventional venues such as Parque Explora and the Museum of Modern Art, among others. This sums up the city’s transformation and security, factors that have changed its perception internationally, as well as its unique experiences for incentive travel and networking, which combine innovation, culture and hospitality.
SMU International was just the first of three events organized by Northstar Meetings Group in locations where Medellín will be present this year, expanding its reach in the U.S. market. Up next, the city will participate in:
These events will allow Medellín to strengthen its positioning in the MICE market in the US and Latin America, establishing relationships with high-level organizers and promoting its capacity as a destination for congresses, conventions and incentive travel, projecting itself as a strategic destination for event organizers in North America.