PAM Hotels expands MICE focus across Mexico and Latin America - Get updated on what's happening in tourism!

PAM Hotels is stepping up its efforts in the meetings and events sector across Mexico and Latin America. At IBTM Americas 2026, the hospitality group presented its portfolio to meeting planners, specialised agencies and other industry professionals as it seeks to generate new business and strengthen commercial relationships in the region.

The company was represented by members of its Mexico, group and Latin American sales teams, including Daniel Navarro, Corporate Group Sales Manager Mexico; Bernardo Santillana, Director of National Sales; and Benjamin Cazarin, Corporate Group Sales Manager Latin America. Their focus was on positioning the group's different hotel concepts for a market ranging from executive meetings to major conventions and incentive travel.

14 properties across nine brands

PAM Hotels currently operates a portfolio of 14 properties under nine brands in five domestic and international destinations. The largest component is Hard Rock Hotel An All-Inclusive Experience, with 4,747 rooms.

AVA Resort Cancun follows with 1,614 rooms, while UNICO Hotel Collection accounts for 1,040. Nobu Hotels offers 575 rooms and residences, Residence Inn by Marriott 458 rooms and Eden Roc Miami 415. The portfolio also includes Santo Domingo Marriott Hotel Piantini with 204 rooms and Aloft Santo Domingo with 192.

The variety of brands allows PAM Hotels to target different traveller profiles as well as different types and sizes of meetings and group business.

AVA Resort Cancun targets large-scale events

AVA Resort Cancun plays a central role in the group's MICE strategy in the Mexican Caribbean. The upscale all-inclusive resort combines accommodation for different generations with extensive facilities for congresses, conventions, incentive programmes and corporate events.

More than 8,300 square metres are dedicated to meetings and events. The largest individual venue is the 4,836-square-metre AVA Salon. The resort also offers 16 breakout rooms, the 971-square-metre GALA Salon, 12 Collaboration rooms, two Panoramic rooms and two boardrooms.

This range allows the property to accommodate formats extending from smaller executive meetings to large congresses and conventions.

Latin America remains a priority market

Participation in IBTM Americas was also used to establish contacts with potential clients and partners and to assess current demand in the groups and incentives market. PAM Hotels sees Mexico and Latin America as priority regions for further MICE development.

Benjamin Cazarin, Corporate Group Sales Manager Latin America at PAM Hotels, described IBTM Americas as a strategic platform for developing relationships with MICE professionals and buyers, particularly in these markets. According to Cazarin, the event provided an opportunity to present the group's overall proposition, expand its network and develop new business opportunities for individual properties.

Meetings and incentives support further growth

PAM Hotels is positioning meetings, groups and incentive travel as an additional growth channel alongside its leisure business. Its presence at IBTM Americas forms part of a broader commercial strategy aimed at bringing the portfolio closer to meeting planners, specialised agencies and other decision-makers across Latin America.

With properties ranging from large all-inclusive resorts to internationally branded urban hotels, the group is seeking to use the diversity of its portfolio to compete for different types of MICE business while expanding its network of commercial partners across the region.

Image Credit: © AI generated illustration with material courtesy of PAM Hotels