ProColombia highlights regional growth and plans new promotion and investment actions

How was ProColombia's participation in WTM Latin America?

WTM Latin America is, without a doubt, the most important trade show for us in the region. We've made our largest investment here in terms of structure and participation: we have representatives from various offices, such as Carolina from Colombia, Waldine from Peru, and Soledad from Buenos Aires, our newest addition.

This event brings together key players in the tourism trade and allows us to showcase our latest developments, strengthen relationships, and generate new business opportunities.

What new features were presented during the fair?

One of the major announcements was the addition of the Casa Lucía hotel in Buenos Aires to the Meliá portfolio, under The Meliá Collection. This is a milestone for us, as it is the first hotel of this category in Latin America, and marks an important step in our expansion strategy in Argentina.

Additionally, we are evaluating projects in destinations such as Ushuaia, El Calafate, Bariloche, and Salta. We see significant growth potential in the country.

What plans do you currently have in Brazil?

In Brazil, we're working on the rebranding of the Affiliated by Meliá Higienópolis, which will become an INNSiDE hotel. It will be the brand's third hotel in Brazil, joining the Itaim and Iguatemi hotels, both in São Paulo. The relaunch is scheduled for May 9, and we're in the final stages of renovation.

We're also promoting an incentive campaign aimed at the MICE segment, with high commissions for accommodation, event venues, and banquets, and a 5% bonus on event revenue that organizers can use on future bookings within the group.

What other promotional activities do you have planned in the short term?

We're very active. Last week we participated in the ABAV Interior event in Campinas. We have upcoming roadshows in Rio de Janeiro and São Paulo, and we recently held one in Buenos Aires, at Casa Lucía itself.

We'll also be at ILTM Latin America with our luxury sales team present, alongside properties like Gran Meliá Iguazú, Casa Lucía, and luxury hotels in the Caribbean and Europe.

In addition, we have international trade shows such as IMEX Frankfurt and a national Sales Blitz on our agenda to boost our MICE campaign.

What is the role of the Latin American market in your regional strategy?

Latin America represents nearly 20% of our regional business. In Brazil, in particular, the focus is strongly on the corporate segment, given that our hotels are mostly urban.
We see room for further growth, especially by diversifying our presence in more Brazilian cities such as Rio, Curitiba, and Salvador de Bahia.

Are there plans to expand into other markets in the region?

Yes, in addition to Argentina and Brazil, we're exploring opportunities in Peru, where we already have a presence, and we're looking to grow. In Brazil, we want to expand beyond São Paulo, where our current operations are located.

The franchise model is key to this strategy: we offer a brand, distribution systems, and commercial support, which generates a lot of interest.

How do you analyze the current economic context in relation to tourism?

The global outlook is uncertain and volatile: indicators react to every geopolitical or economic news story, especially from the United States.

However, we see a solid foundation in our business. Despite speculation, we have not perceived any specific negative impacts. In Brazil, the private sector remains active, regardless of the political situation.

Overall, Latin America has started the year on a good note. Argentina is showing signs of recovery, Peru remains stable, and Venezuela, although more complex due to its state dependence, is also part of our operation.