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Exhibitor Spotlight: ProColombia

Exhibitor Spotlight: ProColombia
Juliana Torres, senior tourism specialist at ProColombia, tells us why the gateway of South America with its combination of modern infrastructure, strategic location, vibrant culture, natural beauty and warm hospitality makes it an excellent choice for MICE business.

Tell us a bit about Colombia’s MICE offering?

Colombia is the gateway of South America to the world. Its strategic location makes the country the ideal destination for international events and conventions. The variety in climates, landscapes and the friendliness of its people makes the country an ideal place for business meetings to become unforgettable experiences. 

Colombian landscapes are unique.  You will find innovative cities full of cultural and gastronomic richness to quiet villages surrounded by imposing mountains, all in one place and ready to be the scene of the most demanding events.

Colombia also has extensive international connectivity, with more than 1,000 direct weekly international flights, operated by 24 airlines connecting Colombia’s ten largest cities with 24 countries in North America, Central America, The Caribbean, South America and Europe.

From London there are direct flights with Avianca, the national carrier.  From other parts of Europe you can find direct flights from Madrid, Paris, Frankfurt and Amsterdam.

What’s new in Colombia’s MICE market?

Thanks to Avianca we have seven weekly frequencies connecting Bogotá to London with over 1,700 weekly chairs. The arrival of British tourists to Colombia has increased 10.3%; considering that through January to May 2023 we had received 15,496 people and in the same period in 2024 we received 17, 097 people. Our country has been generating great interest with the arrival of new airlines like Emirates; connecting Bogotá with Dubai through Miami or Edelwiss that connects Zurich with Bogotá and Cartagena. In the meetings industry we have had many accomplishments over the past years. 

ProColombia has been working hard to promote The Country of Beauty. Thanks to those efforts we were able to win many awards. Our booming popularity can be confirmed on the recent ICCA ranking, we were ranked 34th worldwide and the third preferred destination for congresses in Latin America, surpassed only by Brazil and Argentina.  

What makes Colombia such a great destination for meetings and events?

Colombia's combination of modern infrastructure, strategic location, vibrant culture, natural beauty, and warm hospitality makes it an excellent choice for hosting conferences. Whether you're planning a large international event or a smaller, more focused meeting, Colombia offers a dynamic and memorable setting that can enhance the experience for all attendees.

Colombia has more than 600 venues, including 27 convention centres, 455 hotels with meeting rooms, and 117 non-traditional locations.

In Bogota there are a number of venues including Corferias, Agora Bogota, G-12, Tequendama Convention Center, Compensar Avenida 68 Convention Center, Cosmos 100 Hotel and Convention Center, Sheraton Convention Center, the Marroquin Castle, the José Celestino Mutis Botanical Garden, the Zipaquira Salt Cathedral, El Chico Museum and the Luis Ángel Arango Library.

In Cartagena you have the Cartagena de Indias Convention Center, the Las Americas Convention Center, the Cartagena Hilton Convention Center, the Plaza de La Aduana, Plaza de Bolívar, the Adolfo Mejía Theater, the San Felipe de Barajas Castle, the Baluarte Santa Clara and the Galeon Phantom.

Medellin, is known as The City of Eternal Spring and is the ideal place to hold large-scale events, with locations such as Plaza Mayor, the Intercontinental Hotel Convention Center, the José Gutiérrez Gómez Metropolitan Theater, the Museum of Antioquia and the Pueblito Paisa. Or consider the Orquideorama of the Joaquín Antonio Uribe Botanical Garden, a building that won the 2007 Lapiz de Acero and Lapiz de Acero Azul architecture awards, and is one of the most impressive and captivating non-traditional venues in the country.

There are many other special locations and regions to hold an event or incentive in Colombia, such as the beautiful Coffee Cultural Landscape which is declared by UNESCO as a World Cultural Heritage, and is an area framed in mountainous landscape that contrasts with the beautiful architecture of Spanish influence based on bahareque, and clay roofs, surrounded by coffee plantations. 

Or Cali, known as the Salsa Capital of the World, which is a vibrant and dynamic city that offers a unique blend of cultural richness, modern infrastructure, and natural beauty, making it an excellent destination for hosting events. 

What are the must-dos for every visitor to Colombia? 

There are so many things to do in Colombia, the list is endless.

In Bogota, a visit to the Gold Museum is a must, as well as taking the cable car up to Monserrate, a stunning mountain overlooking the entire city. La Candelaria is a historic district filled with colourful colonial buildings, museums and cafes, and is wonderful to take a stroll through. 

Medellin, once labelled as a dangerous destination, is a modern and vibrant city, now heralded as a blueprint for urban regeneration and gentrification. 

The Comuna 13 district is a transformed neighbourhood known for its vibrant street art and innovative urban projects.

Or ride the Metrocable, the cable cars offer panoramic views of the city and access to the surrounding hillside communities. 

When in Colombia you must visit Cartagana. A Walled City and UNESCO World Heritage Site, you will find charming colonial architecture, plazas and churches. From here you can take a boat trip to the beautiful Rosario Islands which is the perfect place for snorkeling, swimming and relaxing on the beach.  

The Coffee Cultural Landscape (Coffee Triangle) is one of the most diverse regions of Colombia. You can do a coffee farm tour where you visit the coffee plantations and learn about the coffee production, or hike through the Valle de Cocora, a stunning valley known for its towering wax palms – the national tree of Colombia. 

What are you planning to talk about at The Meetings Show?

Come and meet the ProColombia team and our stand partners at The Meetings Show to find out why Colombia is becoming THE next destination to host your meeting or incentive.  An undiscovered gem, Colombia’s rich tapestry of experiences, natural wonders and cultural treasures has something for everyone. Our team and partners will tell you more about the convention facilities, meeting hotels, non-traditional venues and unique, bucket list incentive ideas.