The Strategic Value of Business Events in Colombia

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In the vibrant landscape of Colombia, where relationships and personal connections are paramount, participating in industry events and fairs has become an essential component of successful business development. In this context, Bogotá emerges as a key player, recognized as one of the most important business hubs in Latin America. Recently, Bogotá has emerged as a leading business hub, surpassing cities like Buenos Aires and Lima. In 2024, Bogotá was recognized as the Best Business Destination in South America at the World Travel Awards, reinforcing its reputation as a prime location for meetings, incentives, conventions, and exhibitions.

The city’s Corferias convention center serves as a vital venue for major trade events, providing an invaluable opportunity for stakeholders to come together, exchange ideas, and cultivate meaningful collaborations. Notably, Bogotá welcomed over 12.3 million tourists in 2023, with 26.5% visiting for business purposes. This statistic underscores the critical role that business tourism plays in the city’s social and economic growth.

These gatherings are invaluable for showcasing products and services while facilitating personal interactions that build trust—an essential factor in Latin American business culture. The ability to engage directly with potential partners enhances understanding and appreciation of local expectations and cultural nuances, making it easier to identify and seize opportunities.

At ALKADO, we have recently attended ExpoAgroFuturo 2024, which just wrapped up at Corferias. This event was just one among many we’ve participated in over the years, each one reinforcing the critical importance of face-to-face interactions in business. Throughout the three-day event, we engaged in discussions with suppliers, industry experts, and business leaders, gaining insights into market trends and challenges. The efficiency of having so many key players in one place is invaluable—it saves time and accelerates decision-making processes.

The connections made at these events go beyond mere transactions; they signal commitment to potential partners. Many conversations we had at these events might not have occurred without this personal engagement. Some stakeholders are challenging to reach due to limited online presence, market saturation or other reasons. However, events like this put the entire industry at your fingertips. You literally have access to key players, decision-makers, and niche suppliers, ready for exploration and conversation. You just need to roll up your sleeves, exchange information, share stories, and yes, enjoy some coffee and laughs. It’s these informal moments that often lay the groundwork for strong professional relationships.

At ALKADO, we attend these events to meet the demands of our European clients who seek specific products and services. By connecting with relevant stakeholders, we ensure we can deliver what our clients are looking for. We also facilitate interactions for Latin American companies eager to export to Europe. For instance, our recent visits to departments like Cesar, Magdalena, and Atlántico were successful in identifying agricultural products for European clients. However, the beauty of events like ExpoAgroFuturo is that they centralize the industry in Bogotá, making it easier to engage with multiple stakeholders in one location.

We are already looking forward to the upcoming ChocoShow, which we attended last year and will attend again this year. This event focuses on Colombia’s exceptional cacao production, a sector with growing international demand. It highlights not only the quality of Colombian cacao but also the industry’s commitment to sustainability and innovation, aligning perfectly with the interests and needs of our clients in Europe. Plus, all the exhibitors invite you to taste their products, making it a few days of indulging in the best Colombia has to offer in terms of chocolate—another compelling reason to be there!

At ALKADO, we recognize the importance of our presence at these events, whether to explore opportunities or to represent our clients. We help European companies become visible in these markets by attending fairs in their name, seeking relevant stakeholders, and even setting up stands to showcase their products and services. This comprehensive support ensures our clients are well-positioned for success in both Latin America and Europe.

In conclusion, immersing ourselves in business events across Colombia and other Latin American countries is not just a smart strategy; it’s a vital part of our journey. These gatherings allow us to connect with incredible people, share stories, and discover opportunities that can only arise through personal interaction. As we sip on the rich Colombian coffee, enjoy some aguardiente, and share good laughs, we build relationships and trust that are as important as the products we offer. So, let’s embrace the vibrant spirit of these events, because true success in this region is about being present, engaging authentically, and celebrating the shared journey of growth and collaboration.

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