WTM Latin America: Lorenza Cortés of ProColombia expands presence in Brazil with focus on tourism promotion and cultural activations

The tourism advisor of ProColombia in Brazil, Lorenza Cortés, stated that the country’s promotion strategy in the Brazilian market is based on expanding institutional presence at trade shows and diversifying marketing actions, including cultural activations and immersive experiences.

Colombia is participating in WTM Latin America with a larger stand and a higher number of operators compared to last year. According to Cortés, the space covers 120 square meters and brings together 23 Colombian companies, as well as institutional representatives from destinations such as Cartagena and Medellín, along with regional entities.

The delegation includes DMCs, group travel specialists and suppliers focused on segmented, higher value-added experiences.

The stand features sensory experiences as a strategy to attract visitors. Coffee, one of Colombia’s main tourism assets, is used as an engagement tool through activations that include energy generation via physical interaction, aligned with this year’s sustainability messaging.

Cortés also noted that Colombia’s promotion in Brazil extends beyond trade shows, with initiatives aimed at increasing visibility. These include cultural activations and events linked to internationally recognized Colombian artists such as Shakira. Her upcoming large-scale performance in Copacabana is expected to indirectly boost the country’s visibility and spark interest in the destination.

The strategy also includes visual projections in public spaces and open events to strengthen Colombia’s positioning as a tourist destination.

In terms of air connectivity, the executive highlighted recent progress in routes between Brazil and Colombia, including flights from São Paulo, Rio de Janeiro, Brasília and Manaus, as well as the addition of Belém as a new connection point to Bogotá. This expansion is considered key to sustaining the growth of bilateral tourism flows.

Colombia’s positioning in the Brazilian market is also supported by its year-round tourism offer, with no clearly defined seasonality, providing greater flexibility for tour operators and travel agents.

The country’s participation in the fair comes amid increasing competition among Latin American destinations for Brazilian travelers, with a focus on product differentiation and improved connectivity.

WTM Latin America 2026 takes place from April 14 to 17 at Expo Center Norte in São Paulo.

Reporting and photo: Mary de Aquino.