Medellín was the epicenter of the meetings industry in Latin America with the 17th edition of the ICCA Latin American and Caribbean Summit 2025, a meeting that brought together leaders, buyers and strategic partners to discuss the present and future of meetings tourism in the region.

For Las Américas Hotels Group, participating in this space was a valuable experience, not only for the business opportunities generated, but also for the possibility of sharing with colleagues and allies in the industry, exchanging learnings and strengthening our group's vision as a host of world-class events.

Generating opportunities

One of the biggest benefits of this Summit was the generation of business. According to figures shared by ICCA, 83% of participants expect to close deals with buyers between 2026 and 2028. For Las Américas Hotels Group, this result reinforces the importance of continuing to focus on quality prospecting, building strong relationships, and mutual trust as pillars for the sector's growth.

A shared learning

The ICCA Labs and the Global Cities Future Forum were highly valued spaces where trends, challenges, and opportunities that will impact the future of the industry were discussed. This input will become tools for continuing to improve our value proposition as a hotel group and for consolidating Cartagena and Panama as strategic destinations for meetings, congresses, and conventions.

Our participation in Medellín has given us valuable lessons, strategic contacts, and a commitment to continue working to ensure that every event held at our properties exceeds expectations and strengthens the confidence of the MICE industry in the region.