Latin America focuses on MICE travel

TravelMole Guest Comment by Michelle Grant, Americas travel and tourism manager for Euromonitor International

With business travel booming, Latin American countries are eyeing MICE (meetings incentives conventions exhibitions) travel opportunities to bring high spending travellers to their countries. These countries benefit from proximity to the US and Canada, beautiful locations and often times, lower costs than Europe.

The Latin American stalwarts for MICE travel

With its proximity to the US, a large flight network and well-developed infrastructure, Mexico received the most international visitors in 2006 for MICE travel, according to Euromonitor International. It offers destinations that also have a leisure element, such as Cancun and Puerto Vallarta. The government is working to develop the entire Mayan Riviera into the largest Latin American meetings destination with convention centres and hotels with meeting space.

Brazil also has a strong presence in MICE travel. Sao Paulo has the Anhembi Convention Centre while Rio de Janeiro hosts the Riocentro with more than 1 million sq ft of meeting space. 

Espacio Riesco is the newest and largest convention centre in Santiago, Chile alongside convention centre CasaPierda with 70% of convention visitors coming from Argentina, Peru, Brazil, Mexico and the United Sates. 

Argentina also relies mainly on visitors from Latin American countries for MICE travel. While Buenos Aires is a popular destination, Mar del Plata, Rosario and Cordoba are building the infrastructure to attract MICE travel during the off season.

Up and coming destinations

Central America and the Caribbean are stepping up, hoping to become major players in MICE travel on a regional or world scale. While most Caribbean islands do not have a significant cost advantage, many offer tax exemptions for MICE travel. Puerto Rico opened its new convention centre, the largest in the Caribbean, in 2005 and hotel development continues to accommodate the MICE travel demand. 

In Central America, Panama is emphasising its enviable location between North and South America and has an established hub for routes. The ATLAPA convention centre is located in the city and holds 10,500 people. El Salvador is also promoting its convention centre as the largest in Central America and will host a Travel EXPO to promote the country.

Competing for travellers

Euromonitor International predicts that competition will remain tough among destinations as all countries pursue the high spending business traveller. Hosting meetings also serves to promote the country as a leisure destination, encouraging repeat visits from attendees. 

To be successful, countries will rely on their conventions bureau to develop strong relationships with meeting planners and promote their country on a global level. Each country can offer meeting planners top-notch meeting facilities, which are close to a large supply of 4 and 5-star hotels with easy access through direct flights. 

While many Latin American countries depend on regional MICE travel, it is expected that they will start to look towards other regions such as Europe and Asia to diversify. This will be dependent on their ability to work with airlines to ensure direct flights across long haul routes.