This Month we get to know Cali Valle Bureau: 

What was your motivation to join ICCA?

Our motivation for joining ICCA was to strengthen Cali and Valle del Cauca's presence in the global meetings industry. We know that international collaboration and access to best practices are key to establishing ourselves as a competitive destination for large-scale congresses and events. Through ICCA, we seek to expand our network of contacts, attract more high-impact events and learn from successful experiences in other destinations.

Tell us your story. How did Cali Valle Bureau come about?

The Cali Valle Bureau was born from a clear need: to organize and enhance the supply of business tourism in the region. The city of Cali and Valle del Cauca have a strategic location, quality infrastructure and an unparalleled cultural and natural wealth. However, there was a need for an articulating entity that would promote the destination in a strategic and coordinated manner.

Based on an alliance between the public and private sectors, we created the Bureau with the purpose of attracting national and international events, positioning the region on the global map of congresses and conventions, and generating economic development through meetings tourism. Today, we are a key organization in the promotion and attraction of events that promote the growth of the city and the region.

What distinguishes Cali Valle Bureau from others?

What sets us apart is our vibrant identity, our ability to innovate, and the deep connection to our culture. Cali is recognized worldwide as the capital of salsa, and beyond being a destination for entertainment tourism, we have been able to incorporate this cultural identity into the meetings industry.

In addition, our multi-destination proposal is unique: we combine Cali's offer as a congress city with experiences in the Pacific and Valle del Cauca, offering event organizers a diversity of options that enrich any congress or meeting.

What is your favorite success story within the Cali Valle Bureau?

An emblematic case was the COP 16 on Biodiversity, an event of great global relevance that positioned Cali as a benchmark in the discussion on environmental conservation and sustainable development. This event not only boosted the environmental agenda in the region, but also attracted visitors from around the world, energized the hotel and dining industry, and strengthened our reputation as a destination committed to sustainability and high-impact meetings tourism.

Another great achievement has been our ability to articulate the health sector with the meetings industry, positioning Cali as a hub for medical and scientific events, taking advantage of the hospital infrastructure and human talent in the region.

What can we expect from Cali Valle Bureau in the future?

Our vision for the future is clear: to position Cali and Valle del Cauca as one of the top meeting destinations in Latin America. To this end, we are working on:

  1. Greater attraction of international congresses in strategic sectors such as health, technology and sustainability.
  2. Development of our own events that highlight the identity and strengths of the region.
  3. Global strategic alliances, leveraging our membership in ICCA to generate more business opportunities.
  4. Sustainable meeting tourism, promoting responsible practices and events that leave a positive legacy in the community.

What trends do you observe in congresses and association meetings?

Meetings tourism is evolving rapidly, and we see five key trends:

  • Events with social and sustainable impact: Organizers are looking for destinations committed to sustainability and the positive legacy in the community.
  • Immersive experiences: Congresses are no longer just conferences, they now include interactive, cultural and technological activities.
  • Personalization and segmentation: Increasingly, events are designed to meet the specific needs of attendees, offering tailored content and networking.
  • Use of advanced technology: Artificial intelligence, virtual reality and digital networking tools are transforming the way events are organized and developed.

Can you mention a challenge your organization is currently facing?

One of the biggest challenges is the sustainability of international air routes. Air connectivity is key to the growth of business tourism, and the permanence of routes such as Cali-Madrid with World2Fly is essential to attract more international events.

For this reason, from the Cali Valle Bureau, we are developing strategies to encourage the demand for this route, articulating with the hotel sector, travel agencies and airlines, in order to strengthen the connectivity of the region and guarantee its long-term stability.

In addition, we continue to work on the professionalization of the destination, ensuring that all the actors in the MICE ecosystem in Cali and Valle del Cauca have the necessary tools and capabilities to host major events and offer world-class experiences.

At Cali Valle Bureau, we believe in the transformative power of events to build peace, strengthen cultural identity and generate sustainable development in the territories. As director of the Bureau, I am passionate about how congresses and events can become tools for reconciliation, social cohesion and strategic positioning of destinations.