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 28^th 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. An invitation to adventure and innovation 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. 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. See more at: www.colombia.travel/meetings