Colombia
The country of beauty
Colombia has become one of Latin America's most compelling destinations for meetings and incentives, and the numbers now back up the story. In the latest ICCA 2025 rankings, Colombia placed second in Latin America and fifth across the Americas for international congresses, hosting 158 international events, a 38% jump on the previous year. It was also named South America's Leading Business Travel Destination at the World Travel Awards 2024.
For UK and European planners, the appeal is threefold. First, value: Colombia's cost structure typically runs 30–40% below comparable destinations in the US, Europe, Brazil or Mexico, meaning larger events, better production and more generous incentive programming within the same budget. Second, infrastructure: Bogotá's Corferias offers over 44,000 m² of exhibition space, Medellín's Plaza Mayor adds 30,500 m², and Cartagena's Convention Center brings 26,000+ m² with the Caribbean as its backdrop.
Third, and most distinctive, diversity: Bogotá is the business capital, Medellín the innovation story, Cartagena the colonial Caribbean jewel, Cali the home of salsa, and the Coffee Axis a UNESCO-recognised landscape for boutique incentives all within one country, and one that is the world's most biodiverse nation per square kilometre.
Cartagena
Cartagena stands out as Colombia’s premier destination for incentive travel and high-profile events.
Its Caribbean coastline, historic walled city, and luxury resorts create a memorable backdrop for conferences, gala events, and corporate retreats.
Non traditional venues and a wide range of upscale accommodations make it perfect for international clients seeking both business functionality and leisure experiences.
Bogota
The capital city is Colombia’s business and government hub, ideal for large-scale conventions and corporate meetings.
Bogotá features state-of-the-art venues, world-class hotels, and excellent international connectivity.
Beyond business, the city offers a rich cultural scene, fine dining, and historic districts that provide engaging experiences for delegates.
Medellín
Known as the “City of Innovation”, Medellín is ideal for tech-driven conferences, corporate meetings, and incentive programs.
Great venues with modern facilities, while the city’s pleasant climate, efficient transport, and creative urban spaces provide a vibrant, inspiring environment for attendees.
Medellín combines professional infrastructure with cultural richness and innovation-focused energy.
Colombia Strengths:
• Strategic connectivity: Direct flights from major global hubs.
• Diverse venues: From modern convention centers to luxury resorts and boutique hotels.
• Cost efficiency: Competitive pricing without compromising service quality.
• Cultural and experiential appeal: Historic cities, tropical beaches, and mountainous landscapes enhance incentive travel.
• Professional support network: Experienced DMCs, PCOs, and convention bureaus ensure seamless experiences.
James Gallego - Muisca Travel & Events
James Gallego is the founder of Muisca Travel & Events, a Colombian Destination Management Company specialising in MICE. His trajectory has led the company to be recognised four years running as a nominee for Colombia's Best MICE Organiser at the World MICE Awards, winning the title in 2021 alongside being a nominee for the SITE Crystal Award's in 2024. He is also currently serving in the International Board of Directors for SITE HQ, after two years of being the Director of Your Leaders for his chapter SITE South America.
About Muisca Travel & Events
The name is drawn from the Muisca — the Andean goldsmith civilisation whose craft gave rise to the legend of El Dorado, a fitting metaphor for a company that turns raw cultural richness into meticulously crafted, premium programmes.
Muisca works roughly 90% in MICE (meetings, incentives, conferences and events) and 10% in ultra-premium leisure travel, serving clients including Lenovo, Coca-Cola, Duracell, Nissan, MINI, Siemens and Kenvue. The company delivers programmes across Colombia's principal destinations - Cartagena, Bogotá, Medellín, Cali, the Coffee Region and off-the-beaten-track Colombia combining logistics with the cultural depth and on-the-ground relationships that only a genuinely local, founder-led team can provide.