ProColombia boosts meeting tourism and strengthens connectivity with the U.S. and Canada
At IMEX America 2025 held in Las Vegas, María Oriani, Meetings Tourism Manager at ProColombia, highlighted the importance of the North American and Canadian markets, the expansion of emerging destinations in Colombia, and strategies to attract corporate and incentive visitors
What is ProColombia's objective at this fair, and what is the importance of American tourists?
The U.S. market is crucial for us, as it is the main source of visitors to Colombia. We have direct air connections from multiple U.S. cities, allowing us to welcome visitors from all over the country. Being present at IMEX gives us visibility not only in the U.S. but also in important markets like Canada.
How connected is Colombia to the United States and Canada?
We have 12 direct routes from the U.S. to seven Colombian cities: Armenia, Barranquilla, Bucaramanga, Bogotá, Cali, Cartagena, and Medellín. Airlines include American Airlines, Delta, Emirates, LATAM, United, Avianca, JetBlue, and Spirit.
From Canada, we have 21 routes and 4,400 weekly flights, with airlines such as Air Canada, Air Transat, and Sunwing, connecting cities like Montreal, Toronto, and Quebec City with Medellín, Cartagena, and San Andrés. This connectivity has contributed to welcoming nearly 1,200,000 foreign visitors in 2024, including 50,000 professional and business visitors.
What role do emerging destinations play in ProColombia's strategy?
We are promoting new cities such as Barranquilla, Pereira, Santa Marta, and Valledupar, which are increasing their visibility in corporate and business events. ProColombia coordinates with local governments and offers support to event organizers, including cultural activations, official charters, and other public resources to facilitate the holding of conferences and events in these cities.
What actions are being taken to attract corporate and incentive tourism?
We work with associations and DMCs to design unique experiences that showcase the best of Colombia. The goal is to offer corporate visitors activities and experiences they won't find in their own countries, promoting Colombia internationally and strengthening the perception of our emerging destinations. By 2025, one of our main goals will be to intensify our focus on incentive travel, working closely with strategic partners to increase international visibility.