At The Meetings Show Asia Pacific, ProColombia and Destination Vancouver showcased the cultural depth, experiential travel, and high-value connections that could be made for MICE groups in the destinations. Photo Credit: Adobe Stock/R.M. Nunes
Corporate groups are no longer just chasing luxury; they’re seeking purpose, authenticity, and unforgettable moments that leave a positive impact. At The Meetings Show Asia Pacific 2025, longhaul destinations are stepping up with fresh experiences, stronger connectivity, and deeper cultural value.
Colombia: Culture, community, and coffee
Columbia is marketing itself as an emerging destination to be explored for MICE groups. Renowned for its coffee and flower exports, it is now no stranger to staging large events, having hosted the 16th meeting of the Conference of the Parties to the Convention on Biological Diversity (COP 16) in 2024, and the FIFA U-20 Women's World Cup Colombia 2024. It was the third time that Colombia hosted a FIFA tournament, after the 2011 FIFA U-20 World Cup and the 2016 FIFA Futsal World Cup.
Speaking to M&C Asia during TMS APAC 2025, Beatriz E. Barreto Escobar, Southeast Asia executive director of ProColombia, points to the Pacific Alliance–Singapore Free Trade Agreement (PASFTA), established in 2021, as a pivotal development. The agreement opens doors for Singapore businesses into the Pacific Alliance, which includes Colombia, Chile, Mexico, and Peru – a market of over 223 million people, according to Escobar. This trade link is also expected to boost inbound MICE interest from Asia.
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Colombia is expanding its luxury hospitality offerings, such as the Four Seasons Hotel and Residences Cartagena, located beside the historic Walled City. Other high-end stays include Sofitel properties in Bogotá, Cartagena, and Baru. The latter, the Sofitel Baru Calablanca Hotel, boasts two ballrooms for up to 230 guests combined.
From Asia, air connectivity includes access from Istanbul with Turkish Airlines, and Doha with Qatar Airlines. From Europe, options include flights from Madrid, Amsterdam and Paris.
DMC Colombia en Colores is innovating by integrating local communities into incentive experiences. Project manager Stephania Guerrero Bueno highlights initiatives like community street food festivals and music workshops in La Boquilla, a 200-year-old fishing village, where delegates learn traditional rhythms such as cumbia, bullerengue, mapalé, and champeta. These immersive programmes offer delegates authentic cultural exchanges and memorable experiential moments while paving for direct economic impact on communities
Vancouver: Urban nature and wellness appeal
Downtown Vancouver boasts a wide range of rooms and venues for MICE groups, including the LEED-certified Vancouver Convention Center. Photo Credit: Adobe Stock/Rob AtkinsVancouver is increasingly seen as a dual-purpose destination where urban sophistication meets natural beauty. With ocean, mountain and rainforest all within reach, incentive groups enjoy a diverse range of activities – from biking in Stanley Park to gondola rides, and water tours to international cuisine. With a very strong Asian population in Vancouver, travellers from Asian countries can also savour authentic Asian cuisine, adding further appeal to the destination.
Destination Vancouver’s director of sales, meetings & conventions, corporate, Luke Snyder, said: “Since the pandemic, interest has slowly started to come back for business events and incentives. Singapore, in particular, with the introduction of the direct route from Air Canada one year ago, has provided year-round access. Also, we have some interest from Japan, the Philippines, Australia and New Zealand. There’s a strong connection between Australia and New Zealand as we have a very active outdoor community as well.”
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Downtown Vancouver has some 13,000 rooms and Whistler remains very popular for dual city tours. Downtown hotels are within walking distance of the Vancouver Convention Center which hosts over 500 events per year, and is a double LEED Platinum certified convention centre with floor to ceiling views of the ocean. Small meeting groups usually book within a year but larger corporate groups are booked one to three years in advance.
The iconic Rosewood Hotel Georgia reopened in Jun 2024 following an extensive five-month renovation to unveil new culinary concepts and luxury rooms and suites. First opened in 1927 as Hotel Georgia, the property was last renovated in 2011 when it was renamed.
Added Snyder: “Our conferences have a strong focus on wellness. Delegates who come to Vancouver experience a refreshing time there because they are given time to experience the outdoors.”