Medellín, present at Convening LATAM 2025: a strategic opportunity to project the city in the global events industry
From May 4 to 6, the Medellín District, through the Greater Medellín Convention & Visitors Bureau, actively participated in Convening LATAM 2025, the flagship event of the Professional Convention Management Association (PCMA), which is being held in Latin America for the first time
This edition took place at the Ágora Convention Center in Bogotá and brought together more than 470 leaders from 28 countries, with 60% of attendees directly involved in event planning and organization.
What is PCMA and why is it relevant?
The Professional Convention Management Association is one of the world's most influential organizations in the MICE industry. Through events like Convening LATAM, it promotes the exchange of knowledge, innovation, and best practices among those leading events that transform territories and economies.
Upcoming venues and eyes on Medellín
The next venue will be Quito, and Medellín is emerging as a strong candidate for future editions, as it is the only Science, Technology, and Innovation District in Colombia and has an ideal ecosystem for high-level, purpose-driven events.
A strategic participation with a city vision under the leadership of the Ministry of Tourism and Entertainment as the entity responsible for the city's tourism development, and with the Bureau as a specialized ally in attracting and positioning the destination nationally and internationally, Medellín's presence at Convening LATAM provided several lessons and opportunities:
International visibility as a destination for major events and meetings, not just MICE
The participation allowed for the exchange of knowledge and connection with professionals who highlight Medellín's infrastructure, connectivity, sustainability, and human talent.
Incorporation of trends applicable to the territory
Topics such as artificial intelligence, experience design, applied neuroscience, and sustainability inspire the planning of transformative events that connect with new generations.
Value relationships for future acquisitions
Ties with organizers, associations, and global brands were strengthened, opening up real opportunities to bring high-impact events to Medellín.
Data that supports the destination strategy
Latin America projects 1,413 international meetings between 2024 and 2030, and Colombia has more than 1,000 active associations. These figures are a starting point for further strengthening the strategy of attracting events as a tool for economic, cultural, and social development.
A commitment to the future of industry in Medellín
To continue growing as a competitive destination, the District, through the Ministry of Tourism and Entertainment, is going even further: strengthening the local ecosystem, developing new talent, fostering interest in tourism and meetings among new generations, and consolidating a city model that creates value through high-impact events. Through the Ministry of Tourism and Entertainment and the Bureau, we continue working together to ensure Medellín flourishes as a benchmark for the Meetings Industry in Latin America and around the world.
Source: Medellín Bureau.