Cali Valle and ICCA Join Forces to Lead the Destination for Medical Congresses

Magazine:
HQ Global
19th Aug, 2024
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Destination - Americas
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At FIEXPO 2024 in Panama City, HQ's Jesús Guerrero Chacón sat down with Catalina García Sterling (below), Executive Director of the Cali Valle Convention Bureau (Colombia), to discuss the bureau's ambitious plans to position Cali as a world-class destination for medical congresses. Through a newly established partnership with the International Congress and Convention Association (ICCA), Cali has set its sights on becoming a key player in the global medical and wellness business. In this interview, Catalina explains how this collaboration aims to attract major international events and raise the region’s status in the medical field.


Can you give us a brief overview of Colombia’s Cali and Valle del Cauca region for any readers new to the destination? What are some of the key industries and attractions that make it an exciting and important meeting destination?
 
Catalina GarcíaCali, located in the Valle del Cauca region, is a dynamic city that blends culture, biodiversity, and innovation. Known globally as the ‘World Capital of Salsa,’ Cali is also the only South American city in the exclusive Food Capitals by the Délice Network, which celebrates its culinary excellence. Beyond its rich cultural scene, Valle del Cauca offers unparalleled biodiversity, from the Pacific coast to the Andes, providing unique landscapes that appeal to leisure and business travellers.
 
Key industries in the region include agriculture, technology, health services, and tourism, all of which make Cali a standout destination for meetings and events. The city’s growing healthcare sector, mainly, is a driving force behind its emerging reputation as a hub for medical congresses, making it an attractive location for organisers looking to host impactful events.
 

Cali Valle Bureau has established a strategic partnership with ICCA (International Congress and Convention Association) to position the region as a reference in the medical and wellness field. What was the reasoning behind this partnership, and what are the key goals you hope to achieve through this collaboration?
 
The partnership with ICCA is an important step for us. Our goal is to position Cali and the Valle del Cauca region as a leading destination for medical and wellness tourism. ICCA’s global network opens doors to international opportunities that will help us attract high-profile medical congresses and events, boosting our region's visibility and economy.
 
Through this partnership, we aim to tap into the global meetings industry and use ICCA’s resources to enhance the region’s standing in healthcare, wellness and innovation. This collaboration allows us to build on our reputation as a destination of choice for professionals and institutions seeking excellence in medical and wellness events.
 

“Being a member of ICCA elevates our global standing and connects us with a vast network of industry leaders, opening doors to significant opportunities for Cali. It’s a strategic step towards positioning our region as a premier destination for international events.”


As Cali positions itself as a hub for medical and wellness events, what are some of the key medical facilities, experts, and research centres in the region that are supporting your bids and helping to attract these types of events?
 
Cali is home to some of Latin America’s most advanced medical facilities. For example, the Fundación Valle del Lili and the Centro Médico Imbanaco are internationally renowned for their state-of-the-art health services and cutting-edge research. Additionally, our partnerships with local universities and medical experts further strengthen our bids, ensuring that event organisers access world-class knowledge, research, and healthcare infrastructure.

 
You mentioned that Cali will be hosting the first Medical Tourism Congress. Can you tell us more about this event, what the key themes are, who the target attendees are, and what makes this summit an important milestone for the region?
 
The first Medical Tourism Congress in Cali will be a landmark event for us, set to take place in 2025, with the exact dates to be confirmed. The congress will cover critical themes such as innovation in healthcare, patient experience, and global health trends. It is designed to attract diverse attendees, including healthcare professionals, policymakers, medical tourism specialists, and industry leaders.
 
This event is not just about showcasing Cali’s capabilities; it’s about setting a new standard for medical tourism in the region. The congress will place Cali on the map as a serious contender for hosting international healthcare and medical events, helping us to drive future growth in this key sector.
 

“Launching a specialised project within our Bureau is a groundbreaking initiative, setting us apart as pioneers among Colombian bureaus. This move will enhance our capabilities and drive focused growth in sectors critical to our region’s development.”
 

Can you share other examples of conferences and summits in these fields that the region has recently hosted or will be hosting shortly?
 
In recent years, Cali has successfully hosted several high-profile medical events, such as International Congress of Cardiology. Looking ahead, we are excited to host COP16 on Biodiversity, an event that will bring global attention to environmental health and sustainability.
 
Additionally, we continue to attract national medical congresses focused on specialities like oncology, cardiology, and public health. Each of these events strengthens Cali’s position in the medical field and showcases the region’s commitment to innovation and sustainability in healthcare.

 
What are the unique benefits of Cali and the region as an emerging meetings destination that event organisers may not find in more established meetings cities in Colombia or the region?
 
Cali offers a unique combination of cultural vibrancy, stunning natural landscapes and state-of-the-art meeting facilities. Unlike more established meeting destinations, Cali offers an authentic and refreshing experience where organisers can benefit from a more personal, intimate atmosphere.
 
One of our key advantages is the close collaboration between the public and private sectors, which allows us to offer exceptional support to event organisers. This collaborative spirit ensures that every event held in Cali is not only a success, but also contributes to the region’s long-term growth. In addition, Cali's unique blend of urban sophistication and natural beauty creates a distinctive backdrop for high-impact medical and wellness events, offering attendees a truly memorable experience.
 
 
  
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