Colombia reached more than 21 million non-resident visitors and a growth of 138% compared to the previous government

Within this new phase, the national government reaffirms its commitment to tourism that recognizes the diversity of the country's territories, strengthens local economies, and prioritizes the dignity of communities. This stage consolidates a national vision in which tourism is understood as an instrument for regional development, social inclusion, and international projection, consistent with the 2022–2026 National Development Plan, "Colombia, a global powerhouse of life."

The results support this strategy. Between August 2022 and November 2025, more than 21 million non-resident visitors arrived in Colombia, representing a 138% increase compared to the same period under the previous administration. In line with this performance, the four-year tourism policy projects reaching 7.5 million non-resident visitors by 2026, a goal that, according to current projections, will be achieved.

The strengthening of tourism is also reflected in its economic impact. Between January and September 2025, exports of tourism services reached more than USD 8.3 billion, with an 11% increase compared to the same period of the previous year, consolidating tourism as an economic engine with an impact throughout the country.

During the launch event “Discover Diversity - Colombia, The Land of Beauty,” the Minister of Industry, Trade and Tourism, Diana Marcela Morales, highlighted Colombia as the leading tourist destination in South America, registering a 138% increase in the number of visitors over the last three years. “We are working towards tourism that benefits the regions, tourism that listens and respects, that is built with the communities and empowers them. Tourism that reaches the regions,” the Minister stated.

“Caquetá is the phoenix of tourism,” says Carlos Ariel García, Director of Caguán Expeditions, a project born to redefine a territory that today speaks of peace through ecotourism. “We believe that reconciliation happens when people meet.”

This growth has been accompanied by improvements in air connectivity. Between January and October 2025, more than 46 million passengers traveled on scheduled flights, reaching 82% of the historical record, reflecting the sustained recovery and strengthening of the country's connectivity.

The sector's expansion has been made possible by unprecedented territorial investment. During the current administration, over 1.2 trillion pesos have been invested in 674 municipalities, representing 60% of the country, strengthening competitiveness, infrastructure, and tourism promotion. In terms of infrastructure, 116 municipalities have benefited from 240 billion pesos in strategic projects such as plazas, trails, cultural centers, piers, docks, and tourist corridors, including a 66 billion peso investment to improve river connectivity in 80 municipalities.

In addition, over $257 billion pesos have been allocated to 118 municipalities, 24 of which are PDETs (Territorial Development Programs) and ZOMACs (Zones Most Affected by the Armed Conflict), prioritizing territories historically impacted by conflict and inequality. Within this framework, the Tourism for a Culture of Peace Strategy stands out, offering 100 tourism experiences focused on memory and peace in 80 municipalities, contributing to symbolic reparations, generating local income, and building peace from the ground up.

The sector's dynamism is also reflected in business confidence. As of November 2025, Colombia has 121,000 tourism service providers, a record high compared to the 82,000 registered in 2022, evidence of the strengthening of the business fabric and the impact of public policy on the sector.

The "Discover the Diversity of Colombia, The Land of Beauty" campaign proposes a new way of seeing the country. It focuses on territories, cultures, and communities that have been invisible for years and presents them through the direct experience of getting to know them, listening to them, and living in them. The emphasis is on unconventional destinations with unique natural and cultural characteristics that broaden the traditional notion of tourism. The narrative invites not only travel but also understanding and valuing diversity in its broadest sense: natural, cultural, and human. In this way, Colombia ceases to be a collection of destinations and becomes an experience that is felt within, where beauty is found in the everyday, in memory, and in the way life is experienced.

This vision promotes value-driven tourism, aimed at generating positive and lasting impacts on the regions. It is tourism built in partnership with communities, respecting their knowledge and cultures, and avoiding practices that harm the environment and heritage. The goal is to attract visitors who integrate into local life, contribute to regional economies, and strengthen the identity of the places they visit.

“Tourism has ceased to be a promise and has become a public policy with real results. Today, it is a sector that generates employment, boosts regional economies, and recognizes the diversity of our territories as the country's greatest strength. With this new phase of the campaign, we continue to show the world a Colombia built on the life, dignity, and beauty of its people,” stated the Minister of Trade, Industry, and Tourism, Diana Marcela Morales.

Today, Colombia promotes itself from a respectful and inclusive perspective, recognizing the diversity of its territories and prioritizing the dignity of its communities. Tourism has ceased to be a mere promise and has become a public policy with measurable results, territorial impact, and social significance. Colombia is consolidating its position as a destination that generates development, peace, and well-being, and that speaks to the world through the life, diversity, and beauty of its people and its lands.

Source: Ministry of Trade, Industry and Tourism of Colombia.