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The triumphant return of Meetings Tourism

Puerto Vallarta and Riviera Nayarit are experiencing a resurgence in meeting tourism after a tumultuous period during the covid-19 pandemic, when this segment was one of the most affected by the closure of borders, the reduction in flights and the cancellation of massive events.

Fortunately, in recent months we are seeing that more and more events are being held within the so-called MICE (Meetings, Incentives, Conferences and Exhibitions) both in hotels and in venues built especially for it, being an encouraging sign. for the economy in general. It is known that tourists who participate in this type of event tend to spend considerably more compared to conventional tourists (the average daily expenditure of a meeting and business traveler is up to three times what a vacationer spends) and many of them extend their stay to get to know the place better or return to visit it.

That is why, among the important characteristics of this market, the high economic impact it generates stands out, since it regularly includes programs with various activities that allow tourists to explore the destinations where these activities take place. There is also a positive impact on the entire tourism supply chain: hotels, restaurants, transport services and local businesses benefit from the flow of visitors that these meetings attract. On the other hand, their planning means that they are events that are confirmed and reserved in advance, with a certain flexibility of dates, which ensures occupation at the destination in the medium and long term, thereby stabilizing tourism throughout the year.

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One of the most notable data that highlights the reactivation of this niche in Mexico is the significant increase in the number of participants; and although there are no updated figures to date, according to the Mexican Council of the Meetings Industry (COMIR), from May 2021 to October 2022 a growth of between 3.4 and 18.8% was recorded, and at the end of 2022 there was 1.3 more participants in events, unlike 2021 (more than one million additional participants). However, the most impressive figure is the projection for 2023: a total of 29 million 700 thousand participants, even exceeding the levels recorded in 2019, before the impact of the pandemic.

Of course, this growth is a testament to the attractiveness of Mexico and its main tourist destinations, a unique combination of infrastructure, natural beauty, rich cultural heritage and exceptional hospitality. Iconic places like Cancun, Mexico City, Los Cabos, Riviera Maya and of course, Puerto Vallarta and Riviera Nayarit, offer modern convention centers and a wide range of high-quality services, which is why they have become destinations of choice for international events.

However, to continue maintaining and taking advantage of this growth, it is crucial that Mexico continues to promote its infrastructure and services, also improving its air and land connectivity. It is also essential to maintain high health and safety standards, to attract and retain event organizers and participants. Continued investment in infrastructure and promotion will help maintain this positive momentum for years to come.

Paloma Guevara
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