Economic and Strategic Implications of MICE Tourism: A Case Study of Medellín’s Hospitality Sector

Abstract

The Meetings, Incentives, Conferencing, and Exhibitions (MICE) industry plays a crucial role in tourism by driving economic growth, increasing hotel occupancy rates, and enhancing destination branding. This study examines the economic and strategic implications of MICE tourism in Medellín’s hospitality sector, focusing on its impact on accommodation and lodging establishments (ALEs). Using a mixed-method approach, primary data was collected through surveys from 81 ALEs to assess the sector's contribution to revenue generation, employment, and business performance. Findings indicate that MICE events significantly boost hotel occupancy rates, with key events like Colombia Moda, Colombia Tex, and Feria de las Flores generating over 80% occupancy for many establishments. While larger hotels are better prepared to capitalize on MICE events through digital marketing and strategic planning, smaller ALEs face challenges in accessing market intelligence and event coordination. Moreover, MICE tourism contributes to employment growth, yet most ALEs rely on temporary staff and overtime work rather than long-term workforce expansion. The study highlights the importance of stakeholder collaboration, digital marketing strategies, sustainability initiatives, and policy support to strengthen Medellín’s position as a competitive MICE destination. Recommendations include capacity-building programs for smaller ALEs, investment in digital transformation, and sustainable tourism policies to ensure long-term industry growth.