The MICE (Meetings, Incentives, Conventions, and Exhibitions) industry is a rapidly growing sector worldwide, and Colombia is no exception. According to the MICE & Events Education Training Organization and PROCOLOMBIA, in 2019, this sector contributed 25% of the overall industry’s GDP and generated over 218,000 jobs.
MICE events do not only contribute to economic development, but also improves Colombia’s image by strengthening commercial and social ties abroad. Furthermore, they encourage the preservation of the historical, cultural, and tourist heritage of cities.
Bogota, the capital of Colombia, has developed action plans to facilitate the production line of the sector. For instance, the Bogotá Convention Bureau which is one of the business units of Invest in Bogota, is attracting multiple events to the Colombian capital and is actively participating in public-private partnerships to strengthen the corporate tourism ecosystem in the city.
Another example is offered by the District Institute of Tourism which has launched a MICE portal that brings together transport companies, travel agencies, advertising agencies, hotels, and restaurants, among other services needed for events and meetings.
Additionally, the Bogota Tourism Observatory developed a technological innovation called Data City which provides relevant information about event visitors, the city’s offerings for the MICE sector, and each visitor’s average expenditure.
With initiatives like these, Bogota seeks to position itself as a leading destination in MICE tourism. Moreover, with its modern buildings such as the Bogotá International Business and Exhibition Centre (Corferias) and the Agora Bogotá Convention Centre, the city is prepared to host events of all kinds.
In addition, the Colombian capital has a wide range of accommodation options, from luxury hotels to more affordable options. As the economic center of Colombia, the city offers varied and high-quality gastronomy that allows attendees to enjoy the local culture.
It is not surprising that the star capital celebrates prestigious commercial events such as the Anato 2023 Tourism Showcase, in which industry professionals find all the offers and services of tourism chains from Colombia and other countries in one place. Moreover, MICE travelers spend approximately 53% more than tourists that travel for pleasure.
In the same way, public and private organizations are developing plans aimed at promoting the city as one of the world’s main business tourism destinations.