Long focused on major metropolitan areas, business tourism is now evolving in a more dispersed way. In Latin America, medium-sized destinations are entering this market by offering formats that go beyond strictly urban logics.
Pucón, in southern Chile, illustrates this trend. The destination is gradually structuring a MICE offering capable of attracting seminars, incentives, and professional events, emphasizing an approach where the overall experience becomes a central part of the proposition.
A recent structuring to capture the MICE market
This growth is part of a broader tourism diversification strategy. In 2025, the creation of the Pucón Convention Bureau, with support from national (Corfo) and local (SOFO) institutions, enabled coordination of an offering that had previously been scattered.
Hotels, event centers, and specialized operators are now brought together within the same dynamic, facilitating the organization of professional events and allowing the destination to position itself in this market throughout the year.
Infrastructure suited for mid-sized events
Pucón offers more than 8,000 beds and infrastructures capable of hosting medium-sized events, with integrated formats combining accommodation, meeting rooms, and on-site services.
Among the main options, Enjoy Pucón offers a convention center and flexible spaces for conferences and seminars. The Gran Hotel Pucón, on the shores of Lake Villarrica, combines natural surroundings with workspaces, while Hotel Antumalal targets more intimate formats, suitable for executive meetings or incentive trips.
The destination is accessible via La Araucanía airport in Temuco, connected daily to Santiago, and then about an hour by road.
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Working… at the foot of a volcano
The environment, however, is the true differentiating factor. In Pucón, MICE programs are not limited to meeting rooms: they naturally extend outdoors.
Around Lake Villarrica and the volcano, activities punctuate the stay: hiking, rafting on the Trancura River, thermal baths, or culinary experiences based on local products. These moments are not merely recreational—they are integrated into programs as tools for team cohesion and group dynamics.
The destination thus allows events to be designed where work periods alternate with experiences, without logistical disruption.
A connection to local territory and culture
Beyond landscapes, Pucón also seeks to highlight its cultural environment. The “Pasaporte Viajero” program, developed by the municipality, is an example. It brings together around forty sites and encourages visitors to explore beyond classic routes: Ojos del Caburgua, the Mapuche Museum, secondary trails, or artisanal markets.
This approach promotes a more balanced circulation of visitors and allows local communities to be more closely involved in the tourist experience.
MICE moves beyond big cities
This positioning reflects a broader market evolution. Companies increasingly seek formats that strengthen internal cohesion, break routine, and give meaning to business travel.
In this context, destinations like Pucón illustrate a deeper trend: the development of MICE outside major cities, more rooted in the territory and focused on experience.
Here, interest does not rest solely on infrastructure but on what the destination allows participants to experience. And it is precisely this combination—natural environment, local culture, and structured organization—that explains the growing appeal of such locations in Latin American event strategies.
Photos: Sernatur | Municipalidad Pucón
