Medellín reinforces its commitment to gastronomy and entertainment as drivers of tourism

What are the objectives and perspective with which Medellín arrives at this Tourism Showcase?

La Vitrina is the country’s premier tourism fair, where we all come to showcase the best of our destinations. This year, Medellín arrives with two main focuses: gastronomy and entertainment. We are increasingly highlighting the cuisine of the Antioquia region, which is very diverse and has unique flavors.

On the other hand, entertainment tourism is experiencing strong growth thanks to culture, art, and sports. In January alone, we had major international events, massive concerts like those of Bad Bunny and Tomorrowland’s CORE festival, which takes place in only five cities worldwide. Furthermore, the year-round cultural and entertainment calendar is very robust, and that’s what we want to highlight.

Medellín is a city with many new developments. What are they currently focusing on?

Medellín has something very special about it, and that’s why it’s difficult to define it in just a few words. Beyond its tangible attractions, there’s a very strong intangible component: the warmth of its people, the climate, the mountains, the greenery, the flowers. Our motto is “Medellín, here everything blooms.”

Visitors truly enjoy experiencing the city through its neighborhoods and communities, connecting with the locals, sampling the street food, and discovering the vibrant art that’s everywhere: murals, music, dance. It’s that certain something that captivates, something you only truly understand when you experience it.

What are the strategic source markets and priority segments for this year?

We work with five main segments. The entertainment, culture, and art segment is very well established and is one of the biggest motivators for travel. We also promote nature tourism: 70% of the territory is non-urban, with coffee and flower farms, rivers, and a wide variety of rural experiences.

MICE tourism—trade shows, conventions, and corporate events—is another strong pillar. And there are two rapidly growing segments: health tourism, thanks to the city’s academic and medical expertise, and sports tourism.

In terms of markets, the United States is the leading source market in terms of flight frequencies. Mexico, Panama, the Dominican Republic, and Spain are also significant. This year, we were surprised by the growth in visitors from France, Germany, the United Kingdom, and other European countries, as well as Japan, Korea, China, and Australia, demonstrating greater global visibility.

Air connectivity is expanding. What’s new?

We’re launching a new Medellín–Mexico City route and are in talks with other airlines interested in adding flights. The city has two airports and excellent connectivity, but we’re reaching peak occupancy.

We are aware of the need to expand airport infrastructure, including a new runway and more slots, an issue that is being addressed in conjunction with the National Government to support growth.

In terms of investment and infrastructure, what projects would you highlight?

This year there is a strong focus on infrastructure, both large and small-scale. Medellín is characterized by having sports facilities in almost every neighborhood, which function as community centers.

One of the most important projects is the renovation of the Atanasio Girardot Stadium, which will expand its capacity and solidify its position as a major center for sporting and cultural events. Progress is also being made on the Arena Primavera, in the metropolitan area, and the second tunnel connecting the city to the international airport.

In addition, new hotel openings by international chains are strengthening the capacity to receive event and holiday tourism.

Medellín is the birthplace of great artists. How do they work on developing new talent?

The international artists who represent Medellín today are an important showcase, but we are also strengthening the creative industries as a whole. Not just the talent, but all the logistics and the value chain behind it.

More and more audiovisual productions, films, and music videos are being made in the city, thanks to incentives and favorable conditions. Medellín is establishing itself as a creative hub, both for established artists and emerging talent.

The segment of digital nomads and foreign retirees is growing year after year. How are you addressing this?

It’s one of our strategic focuses. Many digital nomads arrive for short periods and end up staying for months. We’re also seeing retirees from Europe and the United States choosing Medellín as their home.

The year-round stable climate, competitive cost of living for those earning in dollars or euros, and local hospitality make the city very attractive. We are working to build community and facilitate integration.

If you had to describe your perfect day as a tourist in Medellín, what would it be like?

It would mean getting lost in a neighborhood, chatting with the locals, sitting in a traditional restaurant trying empanadas, arepas, chicharrón, and traditional desserts. It would also mean going into a small theater, seeing a local play, and exploring the city on foot.

Medellín is best experienced on the streets, interacting with its residents. Furthermore, the city is easily navigable by public transportation thanks to its integrated metro, tram, and cable car system, allowing visitors to explore it safely and affordably.