The Land of Beauty reaffirmed its commitment to tourism as an engine of development, at the closing of the Anato 2026 Tourism Showcase

The participation of the Ministry of Commerce, Industry and Tourism in the 45th edition of the Anato Tourism Showcase concluded with a positive balance in terms of promotion, relationship building and international projection of the country.

For three days, the stand of Colombia, the Land of Beauty, consolidated itself as a stage for articulation between regions, national and international entrepreneurs and key players in the sector.

In that regard, the Minister of Trade, Industry and Tourism, Diana Marcela Morales Rojas, presented in different settings the results of the Government of President Gustavo Petro, which have consolidated tourism as a central axis of the productive transformation of the country.

The minister announced that between August 2022 and December 2025, Colombia received more than 22 million non-resident visitors, a 137% increase compared to the previous administration. Foreign visitors totaled 14.8 million, representing a 138% increase over the previous period.

“Colombia is positioning itself as the leading country in South America in terms of recovery and growth, and among the 20 most dynamic destinations in the world. This is the legacy of a collective transformation. A project built together by the government, the productive and business sectors, the regions, and their communities. I invite you to continue discovering the diversity of the Land of Beauty,” stated Minister Diana Marcela Morales.

Furthermore, it was reported that by the third quarter of 2025, Colombia had reached US$31.652 billion in tourism service exports, and for the first time ever, tourism surpassed coal and coffee in foreign exchange earnings, reflecting a real reconfiguration of the export basket. In addition, non-mining and non-energy exports represented 52.6% of total exports, the highest level ever recorded.

Colombia Travel Mart 2026

During the Tourism Showcase, the 19th edition of the Colombia Travel Mart was also held, the most important tourism trade fair in the country and one of the most relevant in the region.

With a partial balance of 70%, ProColombia reported business expectations of $64.2 million for our entrepreneurs, 8% more than in 2025. The event brought together 201 buyers from 35 countries (10% more than last year) with 217 exporting companies from 20 departments of the country.

The departments that generated the most business expectations were Cundinamarca (US$24.4 million), Bolívar (US$14.9 million), Antioquia (US$7.9 million), Risaralda (US$2.8 million) and Magdalena (US$2.8 million), representing almost 82.5% of total business.

The "Colombian Buys from Colombian" Supply Chain Roundtable facilitated 400 meetings between small and large companies, with an expected business volume of approximately $6 billion, more than 35% higher than the target for 2025. Eighty-two suppliers from 23 departments and 47 national buyers from 13 departments participated in this event.

The public chose the best

A total of 65 booths participated in the competition, registering 52,162 votes from attendees. Third place went to the department of Nariño, with 7,172 votes; second place was awarded to Caquetá, with 7,704 votes; and the winning booth was Buenaventura with 12,718 votes, reflecting the public's recognition of its concept and presentation during the event.

The Ministry of Commerce, Industry and Tourism, through Fontur, will award the first place winner a BTL activation worth $200 million; the second place winner, a media plan worth $100 million; and the third place winner, a familiarization trip valued at $70 million, as an incentive to strengthen the promotion of the recognized destinations.

These results reaffirm the commitment of the Ministry of Commerce, Industry and Tourism of President Gustavo Petro's Government to strengthening tourism as a strategic sector for economic development and the generation of opportunities in the territories of Colombia, The Land of Beauty.

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