Medellín repositions itself as a destination for high-impact events in Europe

What is the objective of Medellín's participation in IMEX Frankfurt?

IMEX is one of the most important trade shows in the MICE sector. Medellín hadn't participated since before 2020, so its return was essential. Beyond corporate and association events, we now also focus on high-impact events such as sports and entertainment. The city has the capacity to host several events simultaneously, from the Pan American swimming championships to music festivals and specialized conferences.

How important is European tourism for Medellín and Colombia?

Europe is a key market. Although Medellín only has one direct route to Madrid, European visitors tend to stay longer—at least four—which benefits the local economy. We also promote a multi-destination experience: Medellín and Antioquia, the Coffee Region, the Colombian Caribbean, or cities like Cali, for those seeking culture and music.

What are the most important European source markets for Medellín?

Spain is the main destination due to its connectivity. We're also exploring markets like France and Germany, where there's great interest in our coffee culture and the city's social transformation. Poland and Italy are emerging markets; Italians, for example, like our cuisine, and Medellín has been highlighted by outlets like Time Out and TripAdvisor for its culinary offerings.

What other promotional activities are you developing in Europe?

We have a 360° strategy. We participate in trade shows such as Fitur and IBTM Barcelona, ​​in addition to exclusive meeting events. We also develop digital marketing campaigns, focused primarily on Spain and Germany. Frankfurt, due to its excellent air connectivity, is key. We also promote medical tourism, which includes dental and ophthalmological treatments, and incentive tourism, with personalized experiences such as those related to the Silletera Cultural Event, which delight corporate groups.