Medellín’s Tourism Agency Targeting US Tour Operators Focused on Sustainable, Community-Centric Travel

The Medellín Secretariat of Tourism and Entertainment participated in the annual United States Tour Operators Association (USTOA) Conference and Marketplace, held through Friday at the Gaylord National Resort & Convention Center in Maryland. The Colombian city’s objective was to market its tourism offerings to US visitors and operators who prioritize sustainable practices and respect for local communities.

The USTOA Annual Conference is considered a significant platform within the US travel industry. The organization, founded in 1972, promotes responsible tourism and the development of experiences that contribute to cultural and environmental preservation. Medellín, operating as an associate member, utilized the event to engage with leading tour operators, international destinations, and specialized suppliers, aiming to secure high-value business agreements and build strategic alliances.

Medellín is seeking to encourage conscious and family-oriented tourism, and discourage those with more lascivious motives.

According to a statement from the Secretariat, the city’s delegation secured 10 business-to-business (B2B) meetings with US operators focused on expanding their travel portfolios into emerging Latin American markets. Medellín also contributed to the conference’s academic section, presenting its tourism assets. The city’s presentation emphasized its focus on the entertainment and social tourism segments, positioning itself for travelers seeking cultural and leisure activities with a defined responsible approach.

The Medellín Mayor’s Office, through its tourism agency and the Greater Medellín Convention & Visitors Bureau, highlighted several elements intended to appeal to international operators. These assets include the city’s calendar of international events, its gastronomic and musical offerings, and its active nightlife. Furthermore, city officials pointed to the modern hotel infrastructure, venues suitable for large-scale events, increased flight connectivity, and the range of cultural programs as factors allowing international operators to design programs that meet traveler expectations.

The city’s participation in the conference represents a push to cultivate long-term partnerships with operators who are committed to what the local administration defines as a more conscious form of travel, aligning with shifting industry trends.