How Data Is Redefining Córdoba's Congress Strategy | Darío Capitani Interview

Córdoba, Argentina, is changing how events are assessed within economic policy. A research programme led by the Instituto de Economía Política at Insight 21, Universidad Siglo 21, in collaboration with Agencia Córdoba Turismo, the Córdoba Convention Bureau and public sector partners, examines how events generate value across spending patterns, fiscal flows and territorial impact.

The research examined a portfolio of events held between 2024 and 2025. It found that, while large-scale events concentrate spending over short periods, international congresses distribute expenditure across multiple sectors and generate a higher share of income from non-residents. A digital twin model now allows institutions to simulate these effects before events take place and measure outcomes afterwards. For Darío Capitani (on the right), President of Agencia Córdoba Turismo, this approach informs how Córdoba prioritises congresses, allocates public resources and positions itself in international bidding processes.

Today, what role do events and congresses play in Córdoba’s development strategy, beyond immediate tourism impact?

Events and congresses are a true state policy in Córdoba. We do not see them simply as generators of visitor flows, but as strategic tools for economic development, knowledge transfer and the international positioning of the province. They also play a key role in reducing seasonality, allowing activity levels to be sustained throughout the year. Each congress held in Córdoba leaves installed capacity, strengthens productive sectors and consolidates links between academia, science and business.

In this sense, the governor assigns a priority role to business events as a driver of economic diversification and global projection.

Your recent study shows that different types of events generate very different impacts. How is this analysis influencing decisions on which events Córdoba wants to attract and prioritise?

The fiscal and economic impact research allowed us to take a qualitative step forward in decision-making. Today, we are not only seeking a higher volume of events, but quality and strategic impact.

We prioritise congresses and meetings that generate greater economic spillover, but also those that align with our productive, scientific and academic capacities. This approach allows us to optimise public resources, strengthen key sectors and consolidate a more intelligent and sustainable attraction policy.

This work is supported by a specialised research team, which enables us to make decisions based on evidence.

What types of congresses best match Córdoba’s productive, academic and scientific identity?

Córdoba has an identity closely linked to knowledge, innovation and production. For that reason, the congresses that best fit our profile are those related to health, biotechnology, the food industry, the knowledge economy, engineering and the agro-industrial sector.

Our university network, scientific and technological ecosystem, and productive structure mean that these meetings are not only viable, but highly valuable to the local economy.

Coordination is key. A strong public-private-academic structure operates through the Provincial MICE Board and the Bid Committee, which include the Córdoba Convention Bureau, Agencia ProCórdoba, ADEC (the Agency for Economic Development of the City of Córdoba), Universidad Nacional de Córdoba, Universidad Provincial de Córdoba, Universidad Siglo 21 and Universidad Blas Pascal.
 

Museo Superior de Bellas Artes Evita | Palacio Ferreyra

Impact measurement has become a key tool for decision-making. How is this data-driven approach helping dialogue with other levels of government and international partners?

Working with data allows us to speak a common language with other public bodies and international partners. Today, we can demonstrate with concrete evidence the return on investment, the fiscal impact and the strategic value of each event.

This facilitates coordination with different levels of government, strengthens access to institutional support and improves our competitiveness when bidding to host events.

Information becomes a key tool to position business events within the public agenda. In this process, the sustained work of the Provincial Meetings Industry Observatory has been fundamental. It was established more than 14 years ago, with pioneering leadership from Universidad Blas Pascal, and collects strategic data that feeds both the national economic observatory and the ICCA ranking.

This work contributed to Córdoba being recognised as the leading meetings destination in Argentina outside of Buenos Aires in 2024.

In 2026, Córdoba participates in several international events, including IMEX, IBTM and FIEXPO. What message does the province want to convey in these spaces, and how does it differentiate itself from other destinations in the region?

The message is clear: Córdoba is a well-prepared, professional and strategically sound destination for international events. What sets us apart is our strong combination of infrastructure, connectivity, human capital and close public-private coordination. Most importantly, our vision sets us apart: we view business events as a development resource, not just a tourism activity.

In these spaces, we aim to establish ourselves as a reliable partner with the capacity for effective management and a value proposition based on knowledge and innovation. In addition, we coordinate a high-quality chain of professionals through the Córdoba Convention Bureau, which guarantees excellence throughout the event experience.

We are also very proud that Córdoba will host the FIEXPO Workshop and Technical Visit from 10 to 13 August 2026, a key opportunity to demonstrate our organisational and management capacity on the ground to international decision-makers.

In addition, Córdoba's natural environment provides the province with a distinct advantage when it comes to developing pre- and post-event experiences. These allow participants to engage with the local identity through gastronomy and vineyards, as well as through initiatives such as the Camino de Brochero (twinned with the Camino de Santiago de Compostela), the Motorhome Route, Route 100, and a wide variety of nature and adventure activities.
 

How would you like international associations to describe Córdoba as a destination for events?

We would like Córdoba to be recognised as a leading Latin American destination for international congresses, particularly those related to knowledge and innovation. We want it to be seen as a reliable and competitive destination with strong organisational standards and institutional commitment. We want Córdoba to be a place where events have a lasting impact, generate a legacy, and contribute to local development. That is the direction we are heading in, backed by a clear political decision to establish the meetings industry as one of Córdoba’s economic pillars.
 

Córdoba Convention Centre
 

How Events Perform in Córdoba

Sample events (2024–2025)

• International Oncology Congress: 1,061 delegates
• Paul McCartney concert: 38,670 attendees
• Boca Juniors vs Vélez Sarsfield: 44,500 spectators
• Motocross World Championship: 55,000+ attendees

Key Differences

Concerts & sports

• Spending concentrated inside venues
• Short stays

Congresses

• Multi-day stays
• Spending across accommodation, dining, transport and services

What Shapes Economic Impact

• Share of non-resident delegates
• Length of stay
• Use of accommodation, dining, transport and local services

Congresses generate broader economic distribution, more predictable activity and stronger links with local sectors.
 

Cathedral of Córdoba, Argentina
 

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