Colombia strengthens its presence in Europe with its increased participation in WTM London

What is the importance for ProColombia of participating in this fair?

It's one of the most important trade fairs in the region, in Europe. I'd say that, after Fitur, it's our largest participation on the continent. This year, we achieved our largest presence in a decade, with 32 Colombian companies.
After the pandemic, we only had six participating companies, so seeing that increase from six to 32 has been very significant in this market.
Interestingly, according to credit card spending data, British travelers spend the most in Colombia. Although they don't travel the most—they rank second in Europe and ninth globally—they do spend the most, demonstrating the importance of this market. Furthermore, WTM is essential for reaching other European markets.

What are the main strategies that ProColombia is implementing to promote the country in the United Kingdom and other European countries?

First, we have the "Colombia, the Land of Beauty" campaign, which you may have seen here at the booth. It's a strategy that combines two key elements:
First, diversifying markets, going beyond sun and sand to offer purpose-driven tourism based on nature or culture, but with authentic stories.
Second, focusing on the discerning traveler, the one who spends more and is more conscious, appreciating genuine experiences. Colombia has substantially increased both the number of visitors and foreign exchange earnings, but our greatest potential lies in leveraging the assets that distinguish the country: its nature, its culture, and its human diversity.

In which segments do you see the greatest demand? Luxury tourism, ecotourism, or adventure tourism?

In general, for European and Nordic travelers, the main interests are nature and culture, which also includes adventure tourism.
An important focus for us is the MICE segment—meetings, incentives, conferences, and exhibitions—but the greatest potential still lies in the unique and authentic experiences that Colombia can offer. This is also true in the United Kingdom and the Nordic countries.

Could you tell us a little about Colombia's connectivity with Europe?

Since 2022, we have established 68 new air connections. One of the most significant developments has been the opening of routes to the Middle East, a huge and relatively new market for us. We have also made significant progress with Europe—particularly Germany—and with the United States, in terms of connectivity and impact.

Are there any alliances with major European operators or agencies to strengthen demand?

Yes. Here we work closely with LATA (Latin American Travel Association), which held an event focused on Latin America earlier this year that generated significant interest among tour operators and agencies in the UK and across Europe.
We've also developed collaborations with the specialist magazine Wanderlust, which has published several articles about Colombia, and other partnerships with cruise lines on both the Pacific and Caribbean coasts. There are even cruises that enter the country via the Magdalena River, the most important river in Colombia, which has sparked considerable interest among European travelers.

Besides participating in trade fairs, what other promotional initiatives do you have planned for 2026?

We are currently in that process. In Colombia, we have Fontur, the National Tourism Fund, which finances our participation in events and campaigns.

Thanks to this funding, we created a campaign inspired by favorite destinations… but from the perspective of animals. Colombia was recognized as the fourth most important destination in the world for biodiversity, and we developed tourism products following more than 530 species to identify the regions they inhabit and connect those natural experiences with travelers.

We also promote the Product Club, which brings together more than 100 Colombian companies —some community-based and others established— to create authentic and genuine products in different regions of the country.