Colombia
An invitation to adventure and innovation
PAUL COLSTON ASKS GILBERTO SALCEDO , TOURISM VICE- PRESIDENT AT NATIONAL AGENCY PROCOLOMBIA , ABOUT COLOMBIA ’ S NATIONAL MEETINGS AND INCENTIVES OFFERING
Tell us about the current levels of inbound business tourism and MICE . 2023 stood out as a year of exceptional expansion , with the nation greeting around 5.9m international travellers – a surge of 24 % from the previous year , reaching a milestone never before attained .
Colombia has moved up a place 28th worldwide in the latest ICCA country rankings , and to third place in South America .
Colombia doesn ’ t just offer events ; it offers them with flair and financial finesse . Events are 60 % more affordable than in Mexico and a staggering 75 % more economical than in the United States .
With competitive pricing , sustainability at its core , and connectivity that knows no bounds , Colombia isn ’ t just a destination , it ’ s an invitation to adventure , innovation , and unforgettable experiences .
What do you consider to be Colombia ’ s USPs for attracting major international events ? Colombia offers a plethora of unique selling points that make it an attractive destination for MICE travellers . I would identify five unique points :
First , its strategic geographical location as the gateway to South America with 28 airlines connecting Colombia with 28 countries .
Second , Colombia has excellent infrastructure with 27 convention centres including major ones in Bogotá ( Ágora Convention Centre ), Medellín ( Plaza Mayor Conventions and Exhibitions Centre ) and Cartagena ( Cartagena de Indias Convention Centre ), backed up with around 120 non-traditional venues
Photo : PROCOLOMBIA
Gilberto Salcedo
and 455 hotels with meeting rooms across the territory .
Third , Colombia ’ s high-quality services comes from the cultural richness and the happy people that live in the country ( Colombia ranks 3rd in the Happy Planet Index ). Entrepreneurs in the Colombian MICE chain have built up the quality standard demanded by the global industry through training and certifications , such as CMP or CIS .
Fourth , the country has gained a lot of experience hosting worldwide events . In recent years , Colombian cities have hosted : The World Urban Forum ( Medellín , 2014 ), The General Assembly of the World Tourism Organisation ( Medellin , 2015 ), One Young World ( Bogotá , 2017 ), World Congress of Free Zones ( Cartagena , 2017 ), FIEXPO ( Cartagena , 2021 ), ICCA ( Cartagena , 2021 ), Shift The Power ( Bogotá , 2023 ), and the XVII World Congress of Neurosurgery ( Bogotá , 2022 ).
Fifth , Procolombia has identified over 50 unique experiences for incentives in the country . Diving in the Caribbean and breathtaking gastronomical experiences are just two to mention . And , whether it ’ s salsa dancing in Cali or a Graffiti tour in Medellin , Colombia offers boundless opportunities for delegates to unwind and immerse
themselves in the country ’ s rich cultural heritage . See more at : www . colombia . travel / meetings
Sustainable tourism is the future of our industry . Travel must actively help and strengthen communities and ecosystems within a destination , and we are embracing this . We want planners to think of our country as a place where they can leave a legacy and do business with a touch of culture and , above all , with a touch of consciousness .
There are events possibilities beyond Bogota , with Medellín , Cartagena , Cali , Bucaramanga and Barranquilla all offering events venues of varying sizes and formats .
Are there any schemes or programmes of support for international organisers to tap into ? ProColombia can facilitate the planning and execution of events , providing tailored assistance to meet the needs of organisers . This includes assistance with venue selection , logistics coordination , marketing and access to local expertise . Additionally , ProColombia and government agencies may offer financial incentives and grants to enhance the value proposition for organisers .
Colombia continues to attract a diverse range of international business events .
Some of the largest events we will host this year are : Routes Americas ( Bogotá , 19-21 March ), the World Romance Travel ( Cartagena , 29 April-2 May ) and The Alta Fuel & Sustainability Conference ( Bogotá , 12-14 March ). In August last year Colombia launched a new country brand slogan called ‘ Colombia the country of beauty ’, inviting travellers , investors , and event organisers to discover the hidden beauty of Colombia ’ s territories . Through marketing campaigns , digital outreach , and experiential activations , Colombia aims to position itself as a leading destination for international MICE activities , fostering sustainable growth , and development across diverse sectors . n
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