Up until now, event agendas have been so tight that non-local guests do not have the opportunity to get to know the place. The event may take place in a top-tier city, but with no time to explore, attendees usually opt for one of two things: skipping some sessions to get to know the city a bit, or fulfilling the entire agenda but returning home with just a souvenir bought at the airport, without a true connection to the destination.
At MICE Destinations, we emphasize creating time for attendees to experience the local culture. Whether through brief tours or personalized recommendations, the event’s ROI multiplies when guests return with both professional learning and a cultural experience, motivating a future return with family or friends.
Why Latin America is the Next MICE Frontier
Below, we present a list of six cities in three Latin American countries that are emerging as MICE destinations. They not only stand out for their infrastructure development but also for being important cultural centers in the region, which makes each event a more memorable experience with greater return on value for organizers and attendees.
You can access the list of options by clicking on the name of the following list, and then jump directly to the one that interests you most.
Ecuador: Heritage, Nature, and MICE Competitiveness
QUITO. Heritage culture and rising MICE competitiveness
Quito is a key destination for meeting tourism, boasting a dual identity: a heritage city and a modern convention hub. As a UNESCO site, Quito’s Historic Center offers colonial plazas and baroque churches for unforgettable gala events. Quito’s diversity shines in its markets, gastronomy, and volcano routes, perfect for incentive and cultural programs. Explore city highlights on the Quito Turismo site.
Quito has rapidly consolidated as a regional MICE destination. The Quito Metropolitan Convention Center spans 16,000 m² and hosts international congresses and major trade fairs. Top international hotels like the JW Marriott and Swissôtel complement the venue offer. Moreover, the city actively promotes non-conventional spaces, like heritage houses and museums, ideal for immersive experiences available via the MICE Quito portal.
Air connectivity reinforces this position: Mariscal Sucre International Airport, listed among the 10 best in South America in 2025 according to the World Airport Awards, directly links Quito with hubs in the United States, Europe, and the main Latin American centers. This logistical advantage reduces internal transfers and facilitates access for international participants.
Measuring MICE Success: The ROI Factor
From an ROI perspective, Quito offers a favorable cost-benefit equation: lodging, transportation services, and logistics have a more competitive cost compared to capitals like Bogotá, Lima, or Santiago. This allows for freeing up the budget to enrich the attendees’ experience with cultural tours, wellness activities, or incentives in nearby natural environments. To delve deeper into how the city projects itself as a venue for major international congresses, you can read the official Quito Turismo article about its MICE strategy.
Quito not only ensures a high-value cultural framework but also provides the necessary infrastructure and connectivity to maximize the impact of each meeting. It is, without a doubt, an emerging destination that succeeds in integrating authenticity and global competitiveness.
GUAYAQUIL. Coastal vitality and strategic projection in the MICE sector
Guayaquil is positioning itself as Ecuador’s economic engine and, in parallel, as an emerging destination in the meetings industry. Its port identity and cultural dynamism offer a unique framework for international events. Malecón 2000, Las Peñas, and Cerro Santa Ana reflect Guayaquil’s vibrant mix of tradition and modernity for event tours. To inspire incentive programs, the official Guayaquil Turismo portal offers an updated overview of its strategy as a congress destination.
In terms of infrastructure, Guayaquil has invested in spaces designed to host international-scale events. The Simón Bolívar Convention Center of Guayaquil and the modern Evnt complex have become key venues for fairs, exhibitions, and corporate congresses. Additionally, universities and cultural spaces like the UEES Convention Center expand the range of locations, adding versatility to the destination. The hotel offer includes international brands with the capacity to serve medium to large groups, supported by state-of-the-art technological services.
Connectivity is another of its great assets: the José Joaquín de Olmedo International Airport, also recognized among the best in South America by the World Airport Awards, connects Guayaquil with direct routes to North America, Central America, and other hubs in Latin America. This logistical ease reduces travel times and improves the experience of the international attendee.
Competitive Costs, Unforgettable Value
In terms of ROI, Guayaquil offers a competitive cost balance against regional destinations like Lima or Santiago. Organizers find accessible rates for lodging and transportation, which allows them to integrate coastal incentive programs, gastronomic experiences, and cultural activities into the general budget. In summary, Guayaquil combines the vitality of an expanding city with the necessary infrastructure to project itself as a strategic meeting destination in South America.
Mexico’s Pacific and Yucatán: New Culture-First MICE Options
MAZATLÁN. Beach, culture, and hospitality for meetings tourism
Mazatlán has emerged as a competitive MICE destination on the Mexican Pacific. Its main draw is the combination of beach settings with authentic local culture, offering differentiated attendee experiences. Known for its fishing tradition, regional music, and historic architecture, the city also features a vibrant gastronomic scene and festivals that enrich any incentive travel program. Planners seeking a comprehensive offer can find details on the MICE TV Pacífico site.
The infrastructure is led by the Mazatlán International Center (MIC), which can host up to 5,000 people in its main hall, along with versatile indoor and outdoor exhibition areas. This makes the MIC an ideal venue for large scale conventions and congresses. In addition, the hotel offer is expanding with international chains and beachfront resorts, perfect for integrating formal events with beach experiences. Technical details on the venue and its capacity are available on the official Mazatlán International Center page.
Air connectivity is another of its strong points: General Rafael Buelna International Airport receives frequent national flights and international connections with the United States and Canada, which makes it attractive for associations and corporations looking for accessibility.
High Value, Low Cost: MICE Return on Investment
In terms of ROI, Mazatlán presents a favorable balance between cost and experience: competitive rates compared to consolidated destinations like Cancún or Los Cabos, and at the same time the possibility of integrating authentic cultural and gastronomic experiences. This differential allows organizers to enrich their programs without compromising the budget.
MÉRIDA. Mayan heritage and modernity in southeastern Mexico
Mérida has established itself as an alternative MICE hub in Mexico, thanks to its cultural richness and strong investment in congress infrastructure. The “White City” stands out for its colonial and Mayan heritage, reflected in sites like Chichén Itzá and wellness experiences in cenotes. These characteristics allow planners to integrate authentic incentive programs that add value to any meeting. For detailed offers, the Yucatán Meetings page provides updated information.
The city boasts two highly relevant MICE venues: the Yucatán Siglo XXI Convention Center (over 20,900 m2) and the modern, certified Yucatán International Congress Center. With 8,986 rooms across 157 hotels and over 87 meeting rooms (per Cvent data), Mérida is positioned as a robust venue for national and international events.
Regarding connectivity, Manuel Crescencio Rejón International Airport maintains frequent flights to CDMX, Monterrey, and Guadalajara, and has recently expanded regional routes that facilitate connection with other points in the Caribbean and Mexico, as highlighted by Visit Mexico.
Maximizing Attendee Experience and ROI
From an ROI point of view, Mérida offers more accessible lodging and service costs than large capitals or traditional beach destinations. This allows organizers to invest in high value added activities such as dinners in colonial haciendas, gastronomic experiences, and archaeological tours. In addition, its flexible infrastructure allows for hybrid and medium-large size events (5,000-6,500 people) without needing to resort to costly mega facilities.
Colombia: Urban Transformation and Caribbean MICE Hotspots
MEDELLÍN. Urban innovation and sustainability on the MICE agenda
Medellín’s decades-long transformation makes it a prime example of Urban Innovation in Latin America and an attractive MICE destination. Medellín’s “Paisa” culture and art in Comuna 13 help planners design authentic incentive programs with social impact.More details are available via the Medellín Convention & Visitors Bureau.
Infrastructure wise, Medellín features the Plaza Mayor Convention Center, one of Colombia’s top venues for international fairs and congresses. The city combines first class hotel options with versatile coworking and innovation centers. Crucially, Medellín stands out for its modern urban transport, including a metro and metrocables, ensuring easy attendee mobility.
Connectivity is backed by José María Córdova International Airport, with direct flights from the United States, Spain, and the main Latin American hubs. In 2025, it was included in the list of the 10 best airports in South America, which reinforces its competitiveness in the region.
From an ROI perspective, Medellín offers lower logistical and lodging costs than regional capitals like Bogotá, Lima, or Santiago. In addition, organizers find added value in the possibility of linking social responsibility or sustainability programs, taking advantage of the city’s reputation as a destination committed to community development and responsible innovation.
CARTAGENA. Historic heritage and global connectivity for international events
Cartagena de Indias is a cultural icon gaining relevance in the MICE segment due to its growing infrastructure and heritage appeal. The Walled City, a UNESCO World Heritage Site, combined with its Caribbean heritage, coastal gastronomy, and vibrant cultural life, provides an incomparable setting for congresses and incentive trips. This blend perfectly combines history, culture, and modernity. The Cartagena Convention & Visitors Bureau offers updated resources for planners interested in exploring these opportunities.
In infrastructure, the city has venues such as the Cartagena de Indias Convention Center, with 12,700 m2 of halls and a capacity for more than 1,400 people in the auditorium, and the Las Américas Convention Center Hotel, with 7,000 m2 of modern spaces. These venues, along with the luxury hotel offer and beachfront resorts, allow for developing large-scale international events.
Cartagena’s international connectivity is robust. Rafael Núñez Airport links the city directly with the United States, the Caribbean, and South America. Furthermore, Colombia has strengthened its overall air service, solidifying its rank as the third most demanded MICE tourism country in South America as of 2024 according to Revista Eventos.
From an ROI perspective, Cartagena offers high value in the attendee experience. Costs are competitive compared to regional capitals, while holding dinners in colonial cloisters, incentives on nearby islands, or tours of the walled city generate a significant cultural and emotional impact difficult to match elsewhere.
The Future of MICE: Investing in Authentic Latin American Experiences
Cities in the region are offering a unique combination of authentic culture and global infrastructure, maximizing value for organizers and attendees. By choosing these destinations, planners can ensure a professional impact and a memorable cultural experience.
When organizing an event in any of these destinations, the recommendation is to first research the available spaces according to event needs, and then evaluate connectivity options, hotels, and nearby cultural points of interest. You can rely on the Convention & Visitors Bureaus and business tourism offices of each city:
- MICE Quito
- Guayaquil Convention Bureau
- Visit Mazatlán
- Yucatán Meetings
- Medellín Convention Bureau
- Cartagena MICE
These organizations are strategic allies to optimize both the attendee experience and the return on investment of each meeting.
