Cultural Identity ICCA-CLA (Soledad Urtubey, Argentinian Event Consultant)

Published on : Friday, August 18, 2017

icca-logo-0520e680ed-seeklogo-comA special meeting #ICCAlatam, 2017: A new edition of the “ICCA Latin American & Caribbean Chapter Meeting” brings us together in Panama!!!

Together, we share a space for the exchange of knowledge and professional experiences in which Latin American and Caribbean Meetings Industry participants train and specialize in order to enhance the quality of the chain of services we offer in our destinations.



Facing an increasingly competitive market, in my presentation, I shared the vision about the importance of promoting the region´s Cultural Identity, since it is a differentiating value when choosing a venue for professional events.



Latin America and the Caribbean have always shared a geopolitical memory, an ethnic memory, a historical memory and even artistic and cultural manifestations that identify us as a region (Coelho, Neruda , Frida Kahlo, Senna, Fonsi, Messi, Garcia Marquez, Gardel, Dalton, Botero, Maradona, Leloir, Forlán, Rada, Arjona, among many others!!!)



Considering the above said, in our marketing strategies, we must strengthen the development of some fundamental elements that make our identity, among them: professionalism of the sector, respect for cultural diversity, local culture, being proud of belonging (Latino´s passion), and social vocation for peace!!!



Clearly, the efficient combination of these elements encourages decision-makers to choose us as a venue for international events, generating even more growth in the MICE sector (meetings, incentives, conventions and exhibitions) in our region. In fact, in the period 2007-2015, the largest event growth record in the world Meeting Industry market corresponds to Latin America and the Caribbean region with 53% average growth (from 824 to 1264 meetings, source: ICCA). While in the rest of the regions the average growth in events was lower: Europe with 48%, Asia / the Middle East with 41%, North America with 27%, Africa with a 36% and Oceania with 33%.



From the Latin American and the Caribbean ICCA chapter: the Meetings Industry team of professionals commits itself to support the positioning of the Region in each of our communities.



Source:- ICCA

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