Colombia will host the 2nd Ibero-American Forum on Sustainable, Inclusive, and Smart Tourism

Colombia, and specifically the city of Santa Marta, will host the 2nd Ibero-American Forum on Sustainable, Inclusive, and Smart Tourism, to be held on May 14 and 15. The announcement was made during a visit to Bogotá by Narciso Casado, Permanent Secretary of the Ibero-American Business Council (CEIB) and Director of Ibero-American Relations at CEOE.

The official held meetings with top representatives of institutions such as ProColombia, specifically its president, Carmen Caballero, and the National Association of Colombian Entrepreneurs (ANDI). The forum will coincide with the 500th anniversary of Santa Marta and the 7th Congress of the Colombian Caribbean Tourism Chain, organized by the Colombian Hotel and Tourism Association (COTELCO).

“Santa Marta, my hometown, will be the epicenter of a key Ibero-American dialogue on the tourism we want to build: more sustainable, more inclusive, and intelligent. At ProColombia, we celebrate the fact that this forum is taking place within the framework of the city's 500th anniversary and the Caribbean Tourism Chain Congress, because it is a unique opportunity to showcase the country's talent, diversity, and commitment to transformative tourism. Colombia, the country of beauty, welcomes you to this event where innovation and sustainability will shape the future of tourism in the region,” said Carmen Caballero, president of ProColombia.

From Colombia, Casado encouraged participation in this important forum, which represents not only a space for dialogue but also for public-private engagement and action. He also quoted a quote from the Executive Director of UN Tourism, Natalia Bayona, which he fully agrees with: "Tourism is the most humane of all economic sectors, and its main challenge, globally, is education, both for the sector and for tourists."

From social innovation to sustainable competitiveness

Santa Marta, Colombia, will become the key meeting point for the Ibero-American tourism sector with the celebration of the 2nd Tourism Forum on May 14 and 15, 2025. This event, which coincides with the 7th Meeting of the Colombian Caribbean Tourism Chain 2025, will bring together representatives of institutions, investment and cooperation agencies, academia, business leaders, and experts from across Ibero-America.

Under the theme "From Social Innovation to Sustainable Competitiveness. The Pathway for Change," the forum will address crucial topics for the development of tourism in the region. Strategies will be explored to promote a more sustainable, inclusive, and intelligent tourism model, with a special focus on social innovation and technology.

The event will be structured over two days. The first, private day, will focus on dialogue between governments and business organizations to reach consensus on priorities and strategies. The second day, open to the public, will feature panels and presentations by regional leaders, addressing local community engagement, sustainability, and leveraging technology in the sector.

This forum—sponsored by the Ibero-American Business Council (CEIB), the Ibero-American Federation of Young Entrepreneurs (FIJE), ProColombia, and UN Tourism, with the support of leading institutions such as the Ibero-American General Secretariat (SEGIB); CAF (Development Bank of Latin America and the Caribbean); the International Organization of Employers (IOE); ICEX Spain Export and Investment; and the Colombian Hotel and Tourism Association (COTELCO)—seeks to consolidate Ibero-America as a benchmark for sustainable and innovative tourism.  

Public-private commitment and action; governance, employability, and training; social innovation for sustainable tourism; digitalization, technology, connectivity, and logistics; and impactful tourism will be some of the topics addressed during this major event in "Colombia, the Land of Beauty." We look forward to seeing you there to continue charting the roadmap for the tourism sector in Latin America.

Source: Procolombia.