Swiss Bilateral Cooperation With Colombia Seeks To Support Colombian Tourism at ANATO 2025

Through the Colombia Más Competitiva program, implemented by Swisscontact, Switzerland is promoting a structural transformation of the sector, promoting economic growth, social inclusion, and biodiversity conservation through innovative methodologies and strategic alliances with public and private actors. Swiss Cooperation finances projects and strengthens local and national capacities to generate a sustainable impact on Colombian tourism.

“Sustainable tourism is a powerful tool for transformation in the territories, generating opportunities and conditions for peace. For this reason, Switzerland supports this chain in Colombia, a country with extraordinary natural and cultural wealth,” said the Swiss ambassador, Eric Mayoraz.

The program impacts 13 destinations in the departments of San Andrés, Providencia and Santa Catalina, Atlántico, Magdalena, La Guajira, Sucre, Cundinamarca, Quindío, Casanare, Antioquia, Huila, Putumayo, Meta, Boyacá, Guaviare and Caquetá, promoting the sustainability and competitiveness of the sector. To date, the achievements have been significant: more than 1,000 jobs generated and retained in four key destinations (Huila, La Guajira, Magdalena, and Quindío), 357 companies with an 81% increase in revenues, and a 400% increase in tourist spending in these territories.

In environmental management, 80 companies have adopted good practices, and 55 people have been trained in methodologies for competitive and sustainable destinations, consolidating an innovative model of cooperation and development. “Swisscontact strengthens tourism in Colombia with a market approach, ensuring that destinations develop an offer aligned with demand and access tools and knowledge that position them as benchmarks in sustainability and competitiveness,” said Claudia Sepúlveda, general coordinator of the Colombia Más Competitiva program.

According to the Ministry of Commerce, Industry, and Tourism, in 2024, Colombia received approximately 6.7 million tourists, 8.5% more than the previous year. A growing percentage of these visitors are looking for ecotourism and responsible tourism experiences, which represents a unique opportunity to strengthen the competitiveness of destinations and incorporate sustainability criteria.

“Tourism in Colombia not only depends on its natural wealth, but also on its ability to generate value in the markets. We are promoting the necessary conditions for regions to transform their potential into real opportunities for growth and international projection,” concluded Enrique Maruri, director of Swisscontact Colombia.
Swisscontact at ANATO 2025: sharing experiences and learnings.

In the ANATO 2025 Tourism Showcase, the Colombia Más Competitiva program will present its main learnings together with local partners, who will share the impact of Swiss cooperation in their territories. One of the most relevant milestones is the strengthening of the Network of Destination Managers, whose official presentation will take place in April.

As part of ANATO’s academic program, Swisscontact, in partnership with the Chamber of Commerce of Santa Marta and Magdalena, organized the panel “Territorial perspectives in the competitive management of sustainable tourism” at the stand of Magdalena, a special guest destination in 2025. Entrepreneurs and members of the Network of Managers will discuss governance, sustainability, and product development.

Swisscontact’s destination management methodology has articulated the private sector around the creation and marketing of highly competitive tourism experiences. As a result, nature and culture products have been developed, such as the Safari Llanero in Casanare, Macondo Natural in Magdalena, and San Agustín Enigmático in Huila, among others. In addition, entrepreneurs and managers have received support to implement strategies aligned with the standards of the Global Sustainable Tourism Council (GSTC).

This impact has been possible thanks to public-private articulation at the local, regional, and national levels. Swisscontact has promoted the creation of networks, cluster strategies, and territorial governance models, making progress in destinations such as La Guajira, Quindío, Choachí-Ubaque in Cundinamarca and Atlántico. In addition, it will facilitate an exchange between representatives of the 13 destinations of the Network of Managers to identify trends and improve the marketing of tourism products.

According to Enrique Maruri, director of Swisscontact Colombia, “Nature tourism is one of the great bets of Swiss cooperation in Colombia, and we believe in its potential to promote sustainable development. At Swisscontact, we continue to work on the structuring of collective management models that strengthen tourism products and services, always in partnership with the private sector. Our goal is to consolidate ourselves as a benchmark in consulting for the competitiveness and sustainability of tourism in the country.”

For Swisscontact, it is also key to continue strengthening responsible tourism through innovative methodologies and strategic alliances with actors such as the GSTC, the Ministry of Commerce, Industry and Tourism (MinCIT), the National Tourism Fund (FONTUR), the Colombian Association of Responsible Tourism (ACOTUR) and Chambers of Commerce throughout the country, said Enrique.

Photo credit: ANATO.