Finance Colombia Executive Editor Loren Moss is your guide through the 2025 edition of the event, which had 55,000 industry movers and shakers in attendance. To read more about the Vitrina Turistica or the travel business in Colombia, visit: https://www.financecolombia.com/?s=anato&id=25319

This year, the fair presented important novelties, including the inauguration of the “Tourism with Purpose” stand, a space dedicated to sustainable and inclusive tourism projects. Representatives of rural tourism, indigenous communities, the LGBTIQ+ population, and enterprises focused on accessible tourism for people with disabilities participated in this stand.

Likewise, the “Excellence Colombia” stand was highlighted, bringing together initiatives recognized for their high tourism quality standards. In addition, the momentum of the stands of “Heritage Towns” and “Colombia, Destinations of Peace” was maintained, the latter with the participation of 80 entrepreneurs who, through tourism, transform their territories.

A positive day

During the three days of the event, more business relationship meetings were held between various actors in the sector, with deals estimated at $54 million USD, with 80% of the information processed (according to ProColombia). The general balance of the Tourism Showcase, the most important event in the country in terms of tourism, confirms that the sector continues to consolidate itself as a key engine for national economic growth, with positive prospects for the end of this year.

At the inauguration, President Gustavo Petro highlighted: “The purpose is to replace foreign currency resulting from the extraction of non-renewable resources, such as coal and oil, with tourism, which is a sector that generates more employment and is more productive.”

For this purpose, MinCIT held strategic meetings with territorial entities and international authorities to establish lines of joint work and generate opportunities for the country’s tourism development through bilateral alliances. Among these are the meeting with the Minister of Tourism of Argentina and the meeting with the Director of Air and Maritime Access of the Puerto Rico Tourism Company, in addition to meetings with countries such as Cuba, China, and the Dominican Republic.

Colombia continues to consolidate itself as a leading destination in the region. The positive results of this edition show that articulated work between the public and private sectors is the key to strengthening the industry and positioning the “Country of Beauty” in the global tourism scenario. Photo credit: ANATO.

Regarding the growth of tourism, the Minister of Commerce, Industry, and Tourism, Luis Carlos Reyes, explained that the sector already exceeds coal in foreign exchange earnings. In addition, he said: “Although the goal of the four years is to reach 7.5 million non-resident visitors to Colombia, there is optimism about the possibility of exceeding these figures, since tourism is a point of consensus among all Colombians; something we all agree on, in that it not only brings foreign currency to the country, but also opportunities for people from traditionally excluded places.”

On the other hand, the General Manager of Fontur, Fernando Estupiñán, had a full agenda with tourism service providers and local authorities to provide support and project the development of high-impact tourism initiatives. Among the agreements reached is the signing of the agreement with the Mayor’s Office of Providencia and Santa Catalina for the implementation of efficient nautical signage for the beaches of the island of Providencia, with an investment of more than $4000 million.

The Anato 2025 Tourism Showcase not only exceeded expectations in terms of participation and completed business but also reaffirmed the role of tourism as a key driver for the country’s economy

Similarly, a meeting was held with the Ministry of Cultures, Arts and Knowledge, in which joint actions were defined to strengthen the destinations of the Macondo Route in a sustainable and friendly way with local communities. This inter-institutional articulation seeks to promote the safeguarding of intangible heritage, collective memory, and economic development of both the territory and local inhabitants.

“In the last editions of this Tourism Showcase, we see more and more qualified and complete offers from each of the entrepreneurs and destinations that participate. This demonstrates the importance of Fontur, which carries out fundamental work to promote tourism quality and accompany territorial entities and tourism service providers. A very clear example is Mompox, where last year, important investments were made to improve the tourist infrastructure in the Albarrada, which allowed to increase its promotion at this fair,” said Fernando Estupiñán.

Award for the best stand

The Ministry of Commerce, Industry and Tourism and Fontur awarded, for the third consecutive year, the most visited and creative stands of the Anato 2025 Tourist Showcase. In this edition, the winners were chosen by public vote, who chose their favorites.

With a total of 126,064 votes, the first three places with the highest scores were awarded. The winners received media plans for the promotion of their territories and financing of up to 100% for their participation in the next edition of the fair. The winners were:

• Third place: with 11,933 votes, the department of Buenaventura, which received a media plan package worth $40 million for the promotion of the destination.
• Second place: Boyacá, with a total of 16,369 votes. The department received a media plan for tourism promotion for $80 million.
• First place: Caquetá, which received 16,581 votes from those attending the event. As a prize, the department will obtain financing for the development of its stand at the Anato 2026 Tourist Showcase, which includes the rental of the space, design, assembly, and disassembly, for a value of up to $200 million.

The Anato 2025 Tourism Showcase not only exceeded expectations in terms of participation and completed business but also reaffirmed the role of tourism as a key driver for the country’s economy. With a clear commitment to sustainability, inclusion, and innovation, Colombia continues to consolidate itself as a leading destination in the region.

The positive results of this edition show that articulated work between the public and private sectors is the key to strengthening the industry and positioning the “Country of Beauty” in the global tourism scenario.

Headline Image credit: ANATO.

Colombia offers a wide range of experiences, from sun-soaked Caribbean beaches to the lush Amazon rainforest, which could make it a tourism powerhouse in the region. Sadly, constraints related to infrastructure, safety, and global promotion stand in the way of achieving sustained growth.

Tourism in Colombia’s Economy

Tourism needs to be more than a leisure activity; it could become another economic engine for Colombia. It can become the sector that rapidly creates jobs, supports local businesses, and attracts foreign investment. According to Colombia’s Ministry of Commerce, Industry and Tourism (MinCIT), international tourism has generated billions in revenue in recent years, contributing to the country’s economy.

Growth of Tourism: A Statistical Perspective

The following tourist data illustrates the sector’s resilience and challenges:

Data Source: Ministry of Commerce, Industry and Tourism and ProColombia.

Colombia’s tourism sector remains underdeveloped compared to its regional peers. In 2019, the country welcomed 4.5 million international visitors, dwarfed by neighboring countries like Mexico and Brazil. The pandemic multiplied the challenges, causing a significant drop in 2020. The recovery has been remarkable in 2023, with a return to pre-pandemic levels. There is a need for more ambitious targets and plans to unlock tourism’s full potential.

Key Destinations and Their Untapped Potential

Colombia’s diverse landscapes and rich cultural heritage should make it a magnet for travelers. Iconic destinations include:

• Bogotá and Medellín — These urban centers blend tradition with modernity, offering world-class museums, innovative urban design, and dynamic nightlife. Still, issues like traffic congestion and urban sprawl need to be addressed.
• Cartagena — Known for its UNESCO-protected colonial architecture and vibrant Caribbean culture, Cartagena remains a favorite for history and beach enthusiasts alike. However, overcrowding and insufficient infrastructure have limited its growth.
• Eje Cafetero (Coffee Region) — While popular for its coffee culture, the region lacks comprehensive tourist facilities to cater to international visitors.
• The Amazon and Pacific Coast — The Amazon offers unique ecotourism opportunities, but accessibility remains a challenge. The Pacific Coast, known for whale watching, suffers from underdeveloped infrastructure.

These destinations have immense potential to drive tourism growth, but unlocking it requires targeted investments and sustained support of governmental policy.

While Colombia has made substantial progress in improving security, particularly in tourist-heavy areas, lingering perceptions of crime deter many potential visitors.

Infrastructure: A Major Hurdle

Bogotá City. Photo credit: Mano Chandra Dhas.

Colombia’s infrastructure lags behind the demands of a competitive tourism industry. Modern international airports in major cities, such as El Dorado in Bogotá, have improved global connectivity, but regional access remains a significant barrier.

• Transport Links — Many promising tourist destinations lack sufficient transport options, limiting their accessibility and growth potential. Upgrading regional airports, roads, and public transportation is crucial to the development of tourism.
• Hospitality Sector — High-quality accommodations and services are unevenly distributed across the country. Investments in luxury and eco-friendly lodgings can enhance Colombia’s appeal to affluent international tourists.

Safety Concerns and Their Impact

Safety remains a crucial factor in attracting international tourists. While Colombia has made substantial progress in improving security, particularly in tourist-heavy areas, lingering perceptions of crime deter many potential visitors.

Theft in public places continues to be a negative when potential tourists read about them. Increased police presence and specialized tourist police units have enhanced safety in key areas, but more efforts are needed to address rural and underdeveloped regions.

Emergency response systems and multilingual support remain underdeveloped, making it harder to reassure tourists.
Consistent and transparent communication about safety improvements is essential to change outdated perceptions.

Marketing Colombia: A Global Opportunity

Effective promotion is critical to attracting international tourists. While the Colombia Tourism Promotion Board has made strides in reshaping global perceptions, more robust and coordinated efforts are needed.

• Digital Marketing — Highlighting Colombia’s natural beauty, cultural richness, and warm hospitality through targeted campaigns can reach wider audiences.
• International Partnerships — Collaborating with global travel companies and participating in major tourism fairs in targeted markets will strengthen Colombia’s presence in competitive markets.
• Local Business Support — Training and resources for local entrepreneurs will ensure high-quality services and sustainable growth.

Tourism’s Economic Impact and Future Potential

Tourism’s influence extends beyond direct visitor spending. The sector stimulates job creation across various industries, from hospitality and transportation to artisanal crafts and cultural experiences. Local communities benefit from increased business opportunities, while the influx of foreign currency bolsters Colombia’s economic resilience.

Despite its contributions, tourism accounts for a smaller percentage of Colombia’s GDP. Colombia needs a long-term strategy emphasizing sustainable practices, diversified offerings, and inclusive growth. With a clear roadmap and consistent investments, the country will significantly increase its share of global tourism.

Headline image: Plaza Mayor Villa de Leyva. Photo credit: Mano Chandra Dhas.