Colombia presented its sustainable tourism strategy, market diversification and international promotion at FITUR 2026

Within the framework of FITUR 2026, Travel2latam attended an institutional presentation by ProColombia and the Vice Ministry of Tourism of Colombia, led by Juan Sebastián Sánchez, Vice Minister of Tourism, and Luis Alejandro Dávila, Vice President of Tourism of ProColombia, where the main pillars of the country's international strategy for 2026 were revealed.

During the exhibition, it was highlighted that Colombia arrived in Madrid with the largest delegation in its history, made up of businesspeople and territories from all over the country, reflecting an active internationalization policy aligned with sustainability, energy transition and territorial development through tourism.

Why is FITUR a strategic trade fair for Colombia?
FITUR is one of the world's most important tourism fairs and represents a key meeting point with Europe. It is essential for Colombian businesses and regions to participate in order to generate business and attract tourism to the country. This year, the Colombian delegation was the largest in its history.

What is the goal of the new international campaign launched in Madrid?
The campaign aims to invite travelers to explore territories that have historically been overlooked, many of them affected by violence. The proposal focuses on community-based tourism and social transformation projects that integrate local communities into tourism development.

What are Colombia's strategic markets today?
Colombia works with 13 priority markets, including the United States, South America, and Spain. Additionally, 21 new markets have been opened, including the Middle East and Asia, for tourism, investment, and exports.

What tourism products are being promoted internationally?
Nature tourism, peace tourism, luxury tourism, birdwatching, and the meetings industry are being prioritized. Colombia is currently the third-ranked country in South America for attracting international events, which strengthens its position in the MICE segment.

How does this offering align with public tourism policy?
Tourism products are defined based on the government's Sectoral Tourism Plan and a potential matrix that identifies the most competitive types of tourism in each region. This allows for more efficient promotion that is aligned with national priorities.

What actions were taken in Madrid to strengthen Colombia's visibility?
The brand "Colombia, the land of beauty" was featured on the Madrid Metro, screens, print media, and digital platforms. The strategy aimed to transform FITUR into a hub for promoting Colombia to Europe.

What results is Colombian tourism showing?
Between August 2022 and November 2025, Colombia received around 21 million visitors, which allowed the country to position itself as the fastest growing tourist destination in South America and within the top 20 worldwide.

What role does air connectivity play in this growth?
The increase in routes and frequencies, such as Cartagena–Madrid, and meetings with international airlines are key to sustaining tourism growth. Greater connectivity facilitates both the arrival of visitors and the attraction of international events.

What is the central message that Colombia conveys to the international market?
Despite global challenges, Colombia continues to grow as a tourist destination, strengthening its international promotion and expanding its presence at trade fairs. The country seeks to consolidate its position as a safe and diverse destination with a positive impact on local communities.