The Medellín Tourism Observatory (OTM) aims to gather statistical information that is detailed, consistent, timely and representative of internal and incoming tourism. It responds to the demand for tourist products and services, aimed at quantifying and characterising flows towards and within Medellín and at estimating the contribution of tourism expenditure towards the regional economy, using primary and secondary sources. It seeks to share valuable information and knowledge between the tourism sectors in the city and the region, to assist in decision-making by those responsible and contribute towards the strengthening and improvement of the tourist industry.

The OTM currently provides information about:

• Accommodation: percentage of hotel occupancy, average rates, number of local and foreign guests.
• Stations: passenger and vehicles that arrive at the main stations in the city.
• Migration: people who enter and leave the country, incoming and outgoing tourism.
• Sites of interest and museums: tourist entries to attractions.

The OTM is currently working towards becoming a Tourism Intelligence Unit, which will focus on providing information for prospective decision-making that makes use of information and knowledge about trends within the sector. It will also have historic data about the behaviour of tourists in the city and region, so as to become the largest source consulted by parties within the industry and serve as the basis for the development of strategies and actions aimed at turning Medellín into a Smart Destination.