PCMA Convening Latam, the event that boosted business tourism and meetings in the region

Last week, the first edition of the PCMA Convening Latam event was held in Bogotá. This is a platform to promote and strengthen MICE (Meetings, Incentives, Conferences & Exhibitions) tourism in Latin America.

Organized by the Professional Association of Convention Management, the event brought together more than 600 attendees and industry leaders , including business leaders, organizers, and representatives from 28 countries, including Mexico, Panama, the United States, Chile, Brazil, Spain, and Peru.

According to Lucio Vaquero, Regional Director of PCMA Latam and Convening Latam: "This event clearly demonstrates that Latin America has moved from being a business promise to becoming a reality. This platform has arrived to position the region as the center of the global events industry, where cultural identity and creativity are considered benchmarks of talent and vision."

The event provided a strategic platform for connection, reflection, and action, enabling hundreds of professionals , business leaders, and students to connect with the audience through immersive experiences, disruptive ideas, creativity, and inspiration. The next edition of Convening Latam will be held from May 3 to 5, 2026, in Quito, Ecuador.

The Peruvian offering specialized in this segment, supported by the Lima Convention Bureau and the support of the Promperú Trade Office in Colombia, was present. In various spaces, the country's advantages as a host of international events were presented, highlighting Lima, Cusco, Arequipa, Ica, and Iquitos.

Peru's goal is to position the country in this segment, boost inbound tourism , and generate greater foreign currency. It also seeks to explore opportunities in new emerging markets.

By 2025, Peru has already confirmed 53 international events , 70 percent of which meet the standards of the International Congress and Convention Association (ICCA). These gatherings will be held primarily in Lima, Cusco, and Arequipa , and are expected to have an economic impact of more than $100 million.

Similarly, Promperú has supported events such as the World Meetings Forum in Cusco and the Emotions Travel Show in Lima, as well as the CAPA Airline Leader Summit and the SKAL World Congress, which will take place in the second half of 2025.

“The challenges we face are to position ourselves and remain in the top five as a Mice destination in South America. We are working on international tourism promotion strategies not only by participating in Mice trade shows, but also in other smaller, but equally robust, venues. We need to further train ourselves in our own country ,” Elva Yáñez, coordinator of the Mice meetings tourism segment at Promperú, explained to EL TIEMPO.

Yánez mentioned that Peru has eight main markets identified, one of them being Colombia. “Beyond just looking at Bogotá, it's also key to consider Medellín and Cali. We have South American markets that will always attract tourism to Peru.”

Currently, the international campaign Meaningful Meetings in Peru continues , promoting the country as a destination for meetings with purpose, authenticity, and added value.

ANGIE RODRÍGUEZ - TRAVEL EDITORIAL - @ANGS0614