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CREATIVIDAD

MEXICO - Economy

Juan Carlos Lozano

Managing Director, Creatividad

Bio

The General Director of Creatividad, Juan Carlos Lozano is a specialist in talent development, corporate event organization, and strategic relationship activities. He graduated from the communication sciences program at Universidad Anáhuac and completed the AD2 program at IPADE. A distinguished member of the Advisory Board of Universidad Anáhuac and an active member of the Mexican Academy of Communication, Lozano is also a writer and opinion leader in the meetings industry. He has been honored with the Global Paragon Award by MPI and Best Organizer of Congresses and Conventions by Convenciones Latinoamérica.

"The pandemic changed everything, and especially in our industry that relies on human contact."
Creatividad has over three decades of experience and a solid reputation in the MICE industry, helping companies develop the perfect event no matter their requirements.
In what ways are companies using events to better connect with clients and employees?

The pandemic changed everything, and especially in our industry that relies on human contact. I work in industry and tourism meetings, which was massively affected by COVID. But coming back to normality, we are seeing the need for people to connect with clients face to face, and realizing that technology doesn’t work for everything. We have all become used to the online meetings, but when you really want to influence, motivate, or reward people, it is not the same, as there are many situations that require a face-to-face presence. Therefore, the industry is moving in the direction of events. If you are going to take the time to sit in traffic, travel, and go to an event, you expect something different and beyond training or an informative talk. People obviously want the opportunity to network and conduct deals, though they also need something more, which is where we come in. We are there to provide advice, offer consultation, and assess your needs to make sure the event has that added bonus to make it worth attending.

What are your expansion plans, and which industries offer the greatest opportunities?

We have 32 years in the market mainly dealing with technological and financial companies. However, the pandemic brought us many new clients from beyond those areas, such as medical labs, an industry where human contact is a vital component of work. In terms of growth, we have offices here and also a Central America office in Guatemala. Our expansion is geographical and we also stage many events beyond Mexico in Colombia, Costa Rica, and the US. There is a wide spectrum as there are incentive trips, congresses, conferences, or product launches to cater to. In fact, our main limitation concerns talent, and since the pandemic it has been difficult to retain it. We are active in numerous associations from within our industry including the most elite, and the common denominator for all has been the struggle to retain talent. This is down to various factors; however, most importantly many people now do not want to work in an office, and that does not work for us. There are some grounds for remote working, but we also need people working in person for events. We are having difficulty finding people capable of adapting to our rhythm and lifestyle, as events involve long hours and are very demanding. It is a challenge to find the right people with the right mindset. The sheer strength of the industry because tourism is a massive sector for Mexico accounting for 8-9% of our GDP. Within that meetings tourism represents 1.5% of GDP, which is not insignificant in itself. Moreover, the sector has become increasingly professional over time. Today, you see the industry catered to at universities, in master’s degrees and doctorates. Tourists who come for meeting tourism spend up to 20-25% more than a regular tourist because they are on expenses from their companies. The government, too, has now taken notice, recognizing our importance. And while I am reluctant to talk politics, public policy has yet to make a tangible contribution to the development of the industry in Mexico. However, the country has everything in place to thrive: the weather, beaches, high-quality hotels, and quality of service. Still, many do not choose Mexico as an event destination out of safety concerns. In addition, national promoter ProMexico, too, lacks the capacity to help, which is a shame. There is an important internal market, but we should also be looking abroad. Satisfied customers become our ambassadors who bring in more investment. Colombia is overtaking us now, and doing great work staging numerous events with less infrastructure.

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