Latin American Destinations Forum

Latin American Destinations Forum
The Natural Evolution of the Convention Bureau Challenge

The Latin American Meetings and Professional Events Industry Forum emerges as the natural evolution of the Convention Bureau Challenge, consolidating a space for strategic dialogue, regional collaboration, and concrete action for destinations, convention bureaux, DMOs, venues, hotels, associations, public institutions, and key stakeholders across the value chain.

Under the approach “From Conversation to Regional Action,” this activity will bring together Latin American leaders and international experts to analyze the main challenges destinations face in terms of competitiveness, governance, international event attraction, market intelligence, bids, impact, and sustainability.

The session will combine strategic provocations, collaborative teamwork, and an interactive dynamic aimed at transforming common challenges into action priorities for the region.

Facilitator

• Juan José García
  Managing Director, Bco Congresos
• International Guests
• Annette Gregg
  CEO, SITE — Society for Incentive Travel Excellence
• Martin Boyle
  CEO, IAPCO — International Association of Professional Congress Organisers
• Eduardo Chaillo
  Regional Director LATAM, Maritz
  CEO, Global Meetings and Tourism Specialists
• Dennis Speet
  Managing Director, Amsterdam Convention Bureau
• Christoph Tessmar
  Director, Barcelona Convention Bureau

General Agenda

3:00 p.m. – 3:10 p.m.

Strategic Opening

Welcome and introduction to the purpose of the forum as a new regional working platform to strengthen Latin America’s competitiveness in the global meetings industry.

3:10 p.m. – 3:20 p.m.

How We Will Work

Presentation of the session methodology by Juan José García.

The forum will not be a traditional conference, but a participatory dynamic where attendees will work in teams, accompanied by international experts.

3:20 p.m. – 3:35 p.m.

Pulse of Latin American Destinations 2026

Executive presentation of the main findings from the pre-event survey conducted among destinations, convention bureaux, DMOs, and strategic stakeholders from the region.

This block will make it possible to identify common challenges related to governance, event attraction, bidding, market intelligence, ambassador programs, public-private coordination, and impact measurement.

3:35 p.m. – 4:00 p.m.

Strategic Provocation Circle

Brief conversation with the international guests to open a reflection on the main transformations facing destinations and the meetings industry.

Each expert will share their perspective on competitiveness, collaboration, new models, the strategic value of the industry, and opportunities for Latin America.

4:00 p.m. – 4:35 p.m.

Interactive Challenge: The Meetings Industry Challenge

Participatory team-based dynamic, inspired by a challenge-style format, around five major conversation pillars:

• Change driven by artificial intelligence: redefining business and society
• The future is now
• New business models
• The value of the meetings industry
• Controversies

Teams will work on strategic questions linked to the future of the industry, the impact of artificial intelligence, new business models, value generation, and the main debates shaping the sector.

4:35 p.m. – 4:45 p.m.

Short Break

4:45 p.m. – 5:15 p.m.

Destination Reality Map

Teamwork to identify strengths, weaknesses, and common gaps among Latin American destinations.

Participants will analyze what they are doing well, which barriers limit their competitiveness, and which stakeholders should play a more active role in international event attraction and positioning strategies.

5:15 p.m. – 5:40 p.m.

Governance, Priorities, and Regional Action

Collaborative dynamic to identify the main priorities that should be part of a regional working agenda.

Possible topics will include:

• Public-private governance
• Professionalization of convention bureaux and DMOs
• Market intelligence
• International bids
• Ambassador programs
• Impact measurement
• Sustainability and legacy
• Technology, data, and artificial intelligence
• Cooperation among destinations
• Global positioning of Latin America

5:40 p.m. – 5:55 p.m.

From Gap to Action

Synthesis of the main contributions from the teams and construction of first lines of action to move toward a regional agenda for destinations and the meetings industry.

5:55 p.m. – 6:00 p.m.

Institutional Closing

Final conclusions and next steps to consolidate this forum as an annual platform for intelligence, collaboration, and action for Latin America.

Expected Outcomes

The forum will seek to deliver an initial working foundation to advance on:

• The Pulse of Latin American Destinations 2026
• A regional map of gaps and opportunities
• A ranking of common priorities
• First lines of action for the next 12 months
• The foundations for a regional agenda promoted by FIEXPO Latin America

More than a conversation session, this forum will be a space designed to activate collaboration, strategic thinking, and concrete action among the main stakeholders of the meetings industry in Latin America.