Culture & Creativity Q+A 2011: InterContinental Hotel Groups

Q: How does the destination’s unique cultural attributes influence meetings and incentives?
A: In Latin America, there is an ever-increasing amount of meetings, and not only for people from outside the continent—North America, Europe, Asia—traveling to Latin America, but also with the region’s ever-growing hospitality industry, it means a growing intra-regional appeal. Everyone, in all of these groups, wants to experience a destination’s unique elements and local culture.

Q: What are some popular festivals that planners can tie in with group programs?
A: There are myriad festivals in Latin America for groups to tie into. Carnaval, for example, and not only in Brazil, but in Argentina, Colombia and Uruguay. There is La Feria de las Flores [Flower Festival] in Medellin; Mendoza Wine Harvest Festival in Mendoza, Argentina; bullfights in Peru, Venezuela, Ecuador and Colombia; and Tango and Theater Festivals in Buenos Aires. The volume of opportunities is greater than ever, as an increased volume of tourists has breathed new life into these venues.

Q: Are there any cultural tours or programs where groups can get an insider experience?
A: Our InterContinental brand’s mantra is “In the Know,” and this view of travel has been extremely successful. “Concierge Confidential” is a program where we have empowered our concierges to literally take guests by the hand and give them that “in the know experience.”

Over the past two decades, we have seen an ever-growing segment looking for outside-the-box experiences. For example, people want to seek out that little restaurant only locals know about. They don’t want a regular city tour, they want to go into the jungle and see something different. The best course of action is to speak with the hotels as most conventions and meetings-focused properties have multiple options.

Q: Are there any creative arts and dining districts that attendees should scope out?
A: In Buenos Aires, La Recoleta provides an amazing experience. In places like Cartagena, you have the old city and it is truly magnificent. The local municipality has done an amazing job with the old city as one of the region’s truly extraordinary experiences.

Santiago, Chile can be a gateway to Patagonia as much as Argentina, but the city’s Metropolitan Park, which is larger than New York’s Central Park, is a beautiful urban oasis with non-stop activities. Many of the major capitals have arts and crafts districts which showcase everything from local artisans to tango and other dance experiences.

Access to local culture is increasing in popularity for multiple reasons. Travelers in general have a broader sense of adventure, and people feel empowered to experience different, broader, more enriching venues than ever before.

Meeting planners continue to provide access to all of these wonderful options.