Grupo Heroica

What Grupo Heroica does

Grupo Heroica is a privately held Colombian event venue management company that operates a portfolio of three large convention and exhibition centers across Latin America under a unified administration model. The company was formed in 2010 as a joint venture among Conconcreto, Grupo GHL Hoteles, and Sala de las Américas, and is headquartered in Cartagena, Colombia, with administrative offices in Yumbo (Valle del Cauca) and operations in Costa Rica. Its operated venues comprise the Centro de Convenciones Cartagena de Indias (33,902 m2), the Centro de Eventos Valle del Pacífico (77,419 m2), and the Centro de Convenciones de Costa Rica (30,125 m2), totaling more than 141,000 m2 of event infrastructure.

The business spans four integrated service lines: venue operation and administration under PPP or concession contracts, end-to-end event production and operation services, gastronomic management (3 commercial kitchens of 2,103 m2 delivering over 860,000 services in 2023 and the Marea bar-restaurant), and strategic advisory for venue owners and public entities. A registered proprietary methodology, CarbonClear Events©, underpins the group's sustainability positioning and supports LEED Gold, EDGE, AIPC Gold, and ISO 9001:2015 certifications. Underlying technology is a venue management and event operations platform with integrated sustainability measurement, though the company has not disclosed AI/ML capabilities.

Grupo Heroica serves international associations, corporate clients, and government entities through a sales-led and event-driven go-to-market approach, combining direct enterprise sales, RFP and PPP tender participation, and visibility through international industry bodies (ICCA, AIPC, UFI, PCMA) where its executives hold board positions. Pricing is quote-based and not publicly disclosed, with multi-year contract cadences for venue management and event services. The customer base includes Interpol, the XXV Ibero-American Summit (2016), COP16 of the Convention on Biological Diversity, the Alacero LIX Congress (2018), and CEAPI (2024), among other high-profile international events.

Name

Grupo Heroica

Legal name

Grupo Heroica

Website

https://grupoheroica.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

251–500 employees

Short description

Grupo Heroica is a Colombian event venue management company operating three convention centers in Colombia and Costa Rica (over 141,000 m2 total), delivering integrated venue operations, event production, gastronomy, and strategic advisory services to international associations, corporations, and government entities.

Ownership category

akta.pro rank

Product category

Convention and Event Venue Management

NAICS

Convention and Trade Show Organizers (561920), Caterers (722320), Food Service Contractors (722310), Corporate, Subsidiary, and Regional Managing Offices (551114)

SIC

Services-Facilities Support Management Services (8744), Retail-Eating Places (5812), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Hotel & Resort Convention Venues (Convention Hotels) (THAHAAAC)

akta.pro secondary industries

Sponsorship, Exhibitor & Partnership Management Services (THAHACAK), Conference & Convention Center Catering (THAHAKAB), Event Culinary Staffing & Back-of-House Services (Chefs, Servers, Bartenders) (THAHAKAN)

Keywords

• Convention venue management
• Event production services
• Sustainable event operations
• Venue strategic advisory
• Gastronomic event catering

Headquarters

HQ city

Cartagena

HQ country

Colombia

HQ region

Latin America

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Venue Operation and Administration: Management fees from operating convention centers under PPP agreements or contracts with venue owners. Includes infrastructure maintenance, revenue growth, and event attraction services.
2. Event Production and Operation Services: Full-service event planning, production, and operation including catering management, logistics coordination, vendor management, and destination services for corporate and association events.
3. Gastronomic Services: Catering and food services for events including pre-purchased meal plans, on-site restaurants (Marea bar-restaurant), and specialized culinary experiences. Over 860,000 gastronomic services provided in 2023.
4. Strategic Advisory Services: Consulting services for private companies and government entities for the development or optimization of event venues, covering infrastructure, operations, financial planning, and marketing strategy.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Grupo Heroica manages and operates three convention and event venues across Latin America — Centro de Convenciones Cartagena de Indias (33,902 m²), Centro de Eventos Valle del Pacífico (77,419 m²), and Centro de Convenciones de Costa Rica (30,125 m²) — under long-term PPP/management agreements. The company delivers four integrated service lines: venue operation and administration (infrastructure maintenance, revenue growth), end-to-end event production and logistics, gastronomic management through 2,103 m² of commercial kitchens delivering 860,000+ services in 2023, and strategic advisory for private companies and government entities on venue development and optimization. It holds the proprietary CarbonClear Events© methodology for certifying carbon-neutral events.

Product overview

Grupo Heroica is a Colombian event venue management company operating three convention centers across Latin America (Colombia and Costa Rica) under a unified multi-venue administration model. The portfolio includes the Centro de Convenciones Cartagena de Indias, Centro de Eventos Valle del Pacífico, and Centro de Convenciones de Costa Rica, collectively totaling over 141,000 m2 of event space. Core offerings comprise venue administration (Operación y Administración de Recintos), end-to-end event solutions (Solución Integral de Eventos), gastronomic management (Gestión Gastronómica), and strategic consulting (Asesoría Estratégica). The company also operates the Marea Restaurante brand and holds the proprietary CarbonClear Events methodology for carbon emission certification.

Differentiator

Problem solved

Functional benefit

Products and services

• Operación y Administración de Recintos de Eventos (Venue Operation and Administration) A proprietary venue administration model focused on revenue growth, infrastructure maintenance, and client satisfaction, operating three convention centers with certified processes under AIPC and Bureau Veritas standards. Clients include public and private venue owners contracting Grupo Heroica under PPP or management agreements to run their convention center assets.
• Solución Integral de Eventos (End-to-End Event Solution) End-to-end event management service covering planning, production, and execution. Includes event design, attendee experience creation, audience engagement activities, and destination services such as hotel reservations and tourism. Targeted at corporations, international associations, and government entities hosting congresses, conventions, exhibitions, and trade shows (e.g., Interpol General Assembly, COP16, Alacero Congress).
• Gestión Gastronómica (Gastronomic Management) Gastronomic experiences aligned with regional culture and flavors, serving mass events and specialized services through restaurants and cafes. Operates 3 commercial kitchens spanning 2,103 m² and delivered over 860,000 gastronomic services in 2023. Menu items are individually priced in COP (Bowls from $38,000, Main dishes from $28,500, Sandwiches from $13,000, Salads from $20,900, Wraps from $20,500).
• Asesoría Estratégica (Strategic Advisory) Strategic consulting for event venues across any project phase, from infrastructure design to operational launch. Covers infrastructure analysis, operations study, financial projection, and marketing strategy. Clients include private venue owners, developers, and government entities seeking to develop new venues or optimize existing ones.
• Centro de Convenciones Cartagena de Indias (operated venue) A landmark convention venue in Cartagena, Colombia with over four decades of history. Total site area of 33,902 m², recognized as a premier event destination in Latin America (ranked in Top 10 ICCA Latin American cities). Available for rental to event organizers, corporations, associations, and government entities; supported by Grupo Heroica's end-to-end event services.
• Centro de Eventos Valle del Pacífico (operated venue) Versatile, multipurpose convention venue designed in harmony with the environment, located in Yumbo, Valle del Cauca, Colombia. Total site area of 77,419 m², positioned to drive regional positioning of Cali and the Valle del Cauca region. Available for rental and supported by Grupo Heroica's integrated event and gastronomy services.
• Centro de Convenciones de Costa Rica (operated venue) Convention venue inspired by Costa Rica's biodiversity and culture, offering versatile, eco-friendly event spaces. Total site area of 30,125 m² in San José, Costa Rica. Pioneering carbon neutrality for 100% of its events through the proprietary CarbonClear Events methodology, with LEED Gold, EDGE, and AIPC Gold certifications. Selected by ICCA as a regional sustainability case study.
• Marea Restaurante Contemporary author-style bar-restaurant operated since 2012 at the Centro de Convenciones Cartagena de Indias, featuring ingredients from the Colombian Caribbean with views of the colonial architecture and bay. An operated brand within Grupo Heroica's gastronomic portfolio, open to event attendees and external visitors.

Quantifiable outcome

• Cartagena ranked Top 10 in ICCA Latin America 2025 ranking, first non-capital city in Spanish-speaking Latin America
• +4 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered major and core.

• ProInversión (Peru)majorStrategic or Co-development Partner · 23 June 2026Three-way competitive process for managing Centro de Convenciones de Lima under a US$151 million self-financed Public-Private Partnership. Winner to oversee 15,000+ m2 facility with capacity for 10,000 visitors.
• AIPC (International Association of Convention Centers)coreOthersJuliana López served on the AIPC Board of Directors (2019-2021). Grupo Heroica maintains active membership and participates in AIPC Academy professional development programs.
• ICCA (International Congress and Convention Association)coreOthersDiana Rodríguez serves on the ICCA Board of Directors (2021-2027). Grupo Heroica actively participates in ICCA rankings and was recognized as a leading organization for meetings tourism in Latin America.
• UFI (The Global Association of the Exhibition Industry)coreOthersJuliana López serves as Vice President of the UFI Central and South America Chapter. Active participation in exhibition industry standards and development.
• PCMA (Professional Convention Management Association)coreOthersJuliana López serves on the PCMA Regional Advisory Council (2026-2027). Active engagement in convention management professional development and industry advancement.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• GL Events: French-listed global operator of convention centers, exhibition venues, and live events. Highly comparable to Grupo Heroica as a multi-venue management and event production company that competes for the same international association and corporate events in Latam and beyond.
• Corferias (Corporación de Ferias y Exposiciones): Bogotá-based trade fair and convention center operator, the most direct Colombian peer. Competes for the same association congresses, exhibitions, and corporate events in the Andean region.

Regional players

• Expo Guadalajara: Major Mexican convention and exhibition center operator. Comparable as a Latam regional peer hosting international association congresses and trade exhibitions, though it primarily serves the Mexican market rather than Colombia/Costa Rica.
• Centro Citibanamex: Mexico City's leading convention and exhibition venue. Comparable as a Latam regional convention center offering full-service event hosting that competes for international congresses routed through the region.

Broad incumbents

• IFEMA Madrid: One of Europe's largest convention and trade fair operators, with similar venue management and event production capabilities. Comparable as a global incumbent that pursues international association congresses overlapping with Grupo Heroica's pipeline.
• Fiera Milano: Italian exhibition and convention venue operator with growing international venue portfolio. Comparable as a multi-venue operator investing in advisory and venue management services globally.
• Fira Barcelona: Major European venue operator hosting international congresses, exhibitions, and corporate events. Comparable as an established multi-venue operator with integrated event services competing for association business.
• Deutsche Messe: German trade fair and convention venue operator with global exhibitions portfolio. Comparable in operating large-scale convention facilities and pursuing international event producers and association clients.

Others

• Costa Rica Convention Bureau: National destination marketing organization. Comparable as an ecosystem partner that promotes Costa Rica as a convention destination and channels international association events toward Grupo Heroica's operated venue.
• Bureau de Convenciones de Cartagena de Indias: Local destination marketing organization supporting Cartagena's positioning in the ICCA rankings. Comparable as an ecosystem stakeholder whose success directly drives demand for Grupo Heroica's flagship Cartagena venue.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/grupo-heroica

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles20 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Grupo Heroica