Where ideas meet: Medellín as a city of knowledge

Globally, the World Tourism Organization (UNWTO) estimates that between 35% and 40% of tourism is driven by educational motivations, seeking authentic experiences and meaningful learning, quite distinct from the prepackaged activities of mass tourism. Furthermore, the global educational tourism market is projected to reach nearly $974.7 billion by 2030, with compound annual growth of nearly 13%, thanks to the growing demand for experiential learning.

Trends in Academic and Meeting Tourism

– Experiential and authentic learning: Travelers seek real immersion with local communities and hands-on sessions. Medellín responds with on-site workshops at facilities like Ruta N and live labs at EIA University.

– Digitalization and hybrid: The integration of virtual platforms with in-person events expands reach and interaction. CIIMA 2025 included live streaming and virtual networking, expanding the audience.

– Sustainability and risk management: Academic conferences are increasingly addressing adaptation and resilience to climate change. The VIII Interuniversity Forum on Integrated Disaster Risk Management will reflect on these challenges, focusing on institutional governance and social outreach.

– Content customization: tailored sessions based on participant profiles. At ASCOLFA 2025, differentiated learning paths were designed for executives and research incubators.

– Interdisciplinary collaboration: Meetings that cross science, arts, and technology are preferred. The 9th Dolphin Meeting brought together researchers from seven countries to promote networked scientific and technological competencies.

This year, the Medellín Bureau has hosted 12 high-impact academic events, including:

Nobel Prize Inspiration Initiative (300 attendees, University of Antioquia): connects Nobel Laureates with young scientists.

XXVIII ASCOLFA International Conference (300 attendees, UPB Forum): exchange of research on digital transformation and leadership.

XIV International Congress on Engineering and Automation – CIIMA 2025 (900 attendees, EIA/ITM University): advances in mechatronics and automation.

Place Yours Meeting 2025 (60 attendees, Arví Park): sustainable tourism and circular economy.

VIII Interuniversity Forum on Risk Management and Climate Change (200 attendees, UPB Forum): governance, social projection and applied research.

IV Senior Management Program in Higher Education – PADES (150 attendees, Intercontinental Hotel): training of deans and directors.

XVIII SICLA Seminar (360 attendees, MOVA/EIA University): analysis of Latin American cultural identities.

XVIII Annual Meeting of the ARCA Network (100 attendees, Luis Amigó Catholic University): conservation and sustainable development.

XIII CONCIA 2025 (265 attendees, National University): exchange of knowledge in agricultural engineering.

IX Interinstitutional Dolphin Meeting (600 attendees, Dolphin Program): strengthening research networks.

Interculturarte 2025 (150 attendees, FUBA/Débora Arango): artistic and cultural internationalization.

COMHEP X (150 attendees, University of Antioquia): advances in high energy physics.

Each of these events projects a combined economic impact of more than $2 million, nearly 4,000 hotel nights, and the mobilization of thousands of academics and students.

At the same time, we actively participate in Study Medellín, the ecosystem of 34 higher education institutions that promotes Medellín and Antioquia as an educational destination of excellence in Latin America and the Caribbean. Through Study Medellín's Academic Tourism panel, we collaborate with universities, public organizations, and tour operators to design educational pathways, promote exchanges, and coordinate services that guarantee an exceptional cultural and academic experience.

Additionally, educational tourism is consolidating as one of the major global travel trends. According to industry trends, these tours combine academic training with cultural and leisure activities, promoting the intellectual and professional development of participants.

With more than 40 high-quality public and private universities—some with eco-campuses that function as unique venues for academic events—and an offering that includes research centers, innovation spaces like Ruta N, and a network of public-private partnerships, Medellín is at the forefront of academic and meeting tourism. The Greater Medellín Convention & Visitors Bureau, together with Study Medellín and the Mayor's Office, promotes specialized academic routes, facilitates the arrival of international delegations, and offers support packages to congress participants. With air connectivity on more than 30 international routes, 10,000 rooms in high-class hotels, and a wide cultural and culinary offering, Medellín not only follows but leads global trends in educational and meeting tourism, consolidating its position as the place where ideas meet and become purposeful projects. 

Fuente: Greater Medellín Convention & Visitors Bureau.