Impact of gastronomic events on the reactivation of MICE Tourism in Bogotá

Bogotá is one of the best MICE (Meetings, Incentives, Conferences, and Exhibitions) destinations in Latin America due to advantages in air connectivity, financial stability, industries, institutions, hotel infrastructure, and spaces for the development of large events. The city receives more than half of the foreign tourists who visit Colombia, traveling for professional reasons or to participate in congresses and conventions. Likewise, it is characterized by its cultural richness and varied gastronomic offer in products, flavours, preparation techniques, and presentations, with gastronomy being one of the most popular activities for tourists visiting the city for business or events, who take gastronomic tours, visit emblematic cafes and traditional markets. With the COVID-19 pandemic, tourism activity in the city decreased by 60%, affecting different sectors. Since the second semester of 2021, the reactivation of massive events and meetings has been promoted, with the reduction of restrictions and the execution of initiatives by public and private entities. Among the initiatives are events that promote the gastronomic sector. This is how the need arises to identify the gastronomic events that take place in Bogotá and describe the impact they have had on the reactivation of MICE tourism during the year 2022. The research is formulated based on a qualitative descriptive methodology, a matrix is built to consolidate the agenda of gastronomic events, the impact on attendees, exhibitors, and sales; Interviews were also conducted with experts who collaborate with public and private entities to create strategies to reactivate the sector. This achieved the identification of a program that includes gastronomic fairs and festivals distributed throughout the year with important figures in sales, attendees, local and foreign exhibitors, demonstrating the impact on the reactivation of the gastronomic sector, which presents itself as an attractive option for the development of the MICE industry in the city.