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. <\/p>\n\n\n\n
Puc\u00f3n, in southern Chile<\/mark><\/a><\/strong>, 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. <\/p>\n\n\n\n This growth is part of a broader tourism diversification strategy. In 2025, the creation of the Puc\u00f3n Convention Bureau<\/mark><\/a><\/strong>, with support from national (Corfo<\/mark><\/a><\/strong>) and local (SOFO<\/mark><\/a><\/strong>) institutions, enabled coordination of an offering that had previously been scattered. <\/p>\n\n\n\n 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.<\/p>\n\n\n\n
\n\n\n\nA recent structuring to capture the MICE market<\/strong><\/h2>\n\n\n\n