What are the challenges to continue positioning business tourism in Colombia?

MICE tourism (meetings, incentives, conferences, and exhibitions) has become a driving force for the sector in recent years . In fact, for the fifth consecutive time, Bogotá has been recognized as the best destination for business tourism at the World Travel Awards, beating other Latin American cities such as Buenos Aires, Lima, Medellín, Montevideo, Rio de Janeiro and São Paulo.

This week, representatives from Anato, the Bogotá Convention Bureau, Ágora Bogotá and the Hilton Bogotá Corferias Hotel took part in the discussion entitled 'The future of business tourism in Colombia: challenges and opportunities for 2025' .

At the event , strategies were discussed to continue consolidating Bogotá and other regions of the country as first-class destinations in MICE tourism.

Jessica Arévalo Álzate, National Executive Director of Anato, highlighted that “despite the challenges brought by the pandemic, by the end of 2024, according to figures from Migración Colombia, the level of foreign visitors had grown by 27 percent. This boost allows us to project an even more dynamic 2025 , with high-impact events and a consolidation of Bogotá as a strategic destination for international meetings and conventions.”

The Colombian capital's goal for this year is to materialize initiatives throughout the year and thus attract thousands of visitors and generate investment opportunities.

Luis Alejandro Dávila, manager of the Convention Bureau Bogotá, emphasized that " the growth of business tourism in Bogotá not only strengthens our economy , but also positions the city as a hub for innovation and networking. By 2025, we will work on consolidating strategic alliances that strengthen the attraction of international events and maximize the positive impact on the local industry."

One of the key factors in the growth of the sector is the infrastructure offered by the city. The Hilton Bogotá Corferias Hotel has established itself as one of the strategic points for corporate events and large-scale conventions.

For his part, John Freudenthaler, the hotel's general manager, explained that the establishment is an ideal spot for business travelers looking for personalized experiences and innovative solutions. "In 2025, we will continue to focus on digitalization, sustainability and service excellence to remain the best option for the MICE segment," he added.

For its part, Ágora Bogotá – Convention Center has been a fundamental pillar in attracting high-level events to the Colombian capital . Andrés González, Commercial and Marketing Director of Ágora Bogotá, highlighted its commitment to cutting-edge technology, versatile spaces and a sustainable approach to continue strengthening the city in this segment of the sector. González concluded: “Bogotá has all the potential to become the capital of meeting tourism in the region.”