In this context, Colombia is positioning itself as a modern, welcoming, and sustainable destination, capable of offering authentic and transformative experiences. At ProColombia, we understand that tourism growth must go hand in hand with the protection, care, and regeneration of our natural and cultural beauty, so that tourism not only generates income today but also well-being and opportunities for future generations.

That is the foundation of Colombia’s international positioning today: tourism that grows with purpose, integrates territories, generates real value, and projects the country’s beauty to the world in a responsible and sustainable way.

From your role as Vice President of Tourism at ProColombia, what strategies are being implemented to consolidate the country’s image as a safe, diverse, and attractive destination, especially in international markets that value sustainability and cultural authenticity?

Trust is built through concrete actions and leadership that is close to the territory. In 2026, ProColombia will increase its participation in international trade fairs from 70 to 90, prioritizing niche events that allow us to connect Colombia with higher-value travelers who are more aligned with our sustainable, cultural, and experiential offering.

With the arrival of the new Vice President of Tourism, the Vice Presidency is entering a new phase, marked by a more territorial strategy—closer and more connected to the realities of the regions. In just a few months, this new vision has translated into visits to more than 11 territories across the country, with the aim of building international promotion jointly with businesses and destinations.

This direct work in the territories has made it possible to better understand the needs, vocations, and levels of readiness of each region and, based on that, to align the promotion strategy with real international demand, prioritizing markets, products, and actions with the greatest potential impact.

Under the vision of “from the desk to the territory, and from the territory to the world,” promoted by Carmen Caballero, President of ProColombia, the Vice Presidency of Tourism is now consolidating itself as an active and close partner, accompanying destinations and companies in their internationalization processes. The goal is not to attract more tourists indiscriminately, but to attract better tourists—those who generate greater economic, social, and environmental value for the territories.

Which regions or emerging destinations currently show the greatest potential for tourism growth in Colombia, and what concrete actions are being taken to promote their development and positioning in the global market?

In addition to well-established destinations, regions that historically had less international visibility are now gaining strong momentum, such as the Colombian Pacific, the Amazon–Orinoquía, the Western Andes, and rural areas of the Caribbean and the Colombian Massif. These regions concentrate a fundamental share of Colombia’s biodiversity, living culture, and distinctive tourism offering.

To ensure that this potential translates into real results, ProColombia is implementing structural, not short-term, actions. One of the key pillars has been extending the Export Training Program in Tourism to territories where it had not previously reached. Today, we are not only training companies in major cities, but also strengthening capacities in emerging regions so they can offer tourism products that meet international standards and are ready to be marketed in global markets.

This effort has enabled sustained growth of the program: in recent years, thousands of tourism entrepreneurs have been supported through training, export-readiness preparation, and productive linkages, expanding the country’s international tourism supply base and reducing territorial gaps. The objective is clear: that an international tourist can find high-quality exportable tourism offerings in all regions of Colombia, not only in traditional destinations.

At the same time, we are advancing a determined strategy to decentralize tourism flows. Colombia cannot continue to concentrate its international tourism solely in Bogotá, Medellín, and Cartagena. For this reason, we are promoting initiatives such as “Runways of Enchanted Beauty,” which integrate regional air connectivity, international promotion, and destination strengthening around secondary airports and intermediate cities.

Through the renovation and activation of airstrips in strategic territories, we directly connect international travelers with lesser-known but highly competitive destinations, integrating them into the country’s six major tourism regions. This strategy makes it possible to redistribute the benefits of tourism, extend average length of stay, and generate economic impact in new territories.

In short, it is not only about promoting new destinations, but about preparing territories, training their entrepreneurs, and connecting that supply with real international demand. From ProColombia, we are building a more balanced, more inclusive, and truly national tourism model, in which the entire country can participate in tourism growth.

Colombia has positioned itself as a benchmark in nature and adventure tourism. What importance do these segments have within the national tourism strategy, and what innovations are being incorporated to strengthen their competitiveness compared to other Latin American destinations?

Nature and adventure are not simply components of Colombia’s tourism offering; they are strategic pillars of international positioning, supported by commercial results, the development of unique experiences, and strong links with local communities.

Colombia is one of the most biodiverse countries in the world, and this biological richness translates into an exceptional offering for travelers seeking a deep connection with the natural environment in its purest state. At the Colombia Nature Travel Mart 2025—the region’s leading business platform for nature, adventure, and wellness tourism—business expectations of nearly USD 12 million were generated, representing a 23.7% increase compared to 2024 and demonstrating sustained commercial interest in this segment.

This event, which brought together 57 international buyers and 75 Colombian suppliers, served not only as a promotional space but also as a showcase to consolidate Colombia as a sustainable nature and adventure destination. Regions such as Cundinamarca, Antioquia, Valle del Cauca, Magdalena, and Bolívar highlighted their potential in specific segments—from humid and mountainous forests to coastlines and tropical rainforests—expanding the range of exportable tourism offerings.

The importance of nature and adventure within our strategy lies in the fact that these are not merely “spectacular landscapes,” but transformative experiences that combine immersion in unique ecosystems with activities of high emotional value for travelers: birdwatching, trekking in cloud forests, regenerative diving, observation of endemic wildlife, and expeditions that connect biodiversity with local culture.

Moreover, events such as the Colombia Nature Travel Mart include business missions and value-chain networking sessions that enable knowledge transfer and the professionalization of regional offerings, strengthening the export capacity of small and medium-sized operators in rural or emerging destinations.

This approach is fully aligned with our positioning vision: Colombia does not only offer nature, but immersive experiences that respond to global trends toward conscious, sustainable, and regenerative travel. In this way, our biodiversity and geodiversity—from tropical rainforests to snow-capped mountains, rivers, páramos, and coastlines—become strategic assets to attract priority markets and diversify tourist arrivals beyond traditional destinations.

By consolidating these experiences in international markets, we generate local economic impact, longer stays, and greater tourism spillover in communities that are active participants in the offering, reinforcing our commitment to tourism that protects the environment, empowers territorial actors, and projects Colombia as a global leader in nature, adventure, and wellness tourism.

The hosting of Termatalia in Colombia not only positions the country on the global map of wellness tourism, but also promotes multisectoral cooperation, product innovation, and the development of sustainable regulatory frameworks for the use of natural resources—such as thermal waters—which represent a cultural and historical heritage for many local communities.

Within this offering, destinations such as Paipa and other regions with thermal resources are consolidating themselves as ideal settings for preventive health and deep relaxation experiences, while major cities and natural corridors integrate complementary activities such as yoga, spiritual retreats, ancestral therapies, Pilates, and mindfulness, responding to expectations of holistic well-being.

In addition, the consolidation of wellness tourism is being reinforced by the growth of accommodation and experience proposals that integrate nature, healthy gastronomy, and self-care practices—from thermal centers to eco-retreats and bio-hotels as comprehensive wellness offerings—thus generating a complete and competitive tourism ecosystem in the region.

Colombia is the Country of Beauty, and in this segment that beauty is expressed not only through landscapes, but through experiences that care for, heal, and regenerate body and mind. Our strategy is to position the country not only as a leisure destination, but as a global benchmark for wellness, preventive health, and conscious spirituality, supported by a diverse, competitive product portfolio deeply connected to the country’s cultural and natural values.

How do you assess the relationship between the public and private sectors in Colombia’s international tourism promotion, and in what ways are efforts articulated among entrepreneurs, destinations, and regional authorities to achieve greater impact?

The public–private relationship in Colombian tourism is currently experiencing one of its most mature and strategic phases. At ProColombia, we offer differentiated services according to the level of maturity of companies: participation in international trade fairs and workshops for large companies; productive linkage processes and commercial strengthening for medium-sized enterprises; and training, mentoring, and learning missions for small companies and tourism entrepreneurs.

However, one of the most relevant advances of this new phase has been the effective re-articulation of the public tourism ecosystem—something that had not been seen with this level of clarity for several years. Since the arrival of the new Vice President of Tourism at ProColombia, strategic and operational coordination among the Vice Ministry of Tourism, the National Tourism Fund (Fontur), and ProColombia has been reestablished.

Today, we once again see these three entities working in a coordinated manner, not only in policy definition but also in the joint execution of concrete actions: country presentations in international forums, promotional missions, coordinated participation in strategic trade fairs, and, very significantly, joint visits to regions to listen to entrepreneurs and provide solutions based on the specific competencies of each institution.

This coordination allows tourism entrepreneurs to receive comprehensive responses: public policy from the Vice Ministry, financing and infrastructure instruments from Fontur, and access to international markets from ProColombia. Beyond institutional structures, what we are building is trust, coherence, and efficiency in tourism management.

Our role at ProColombia is to act as a connector between local capacities and global opportunities, and today we do so within a more aligned public system—closer to the territories and far more effective in supporting the development of the sector. This renewed articulation is one of the foundations upon which we are building a more competitive, more inclusive tourism model with greater real impact in the territories.

These figures confirm that connectivity has not only returned to pre-pandemic levels, but has also opened new air corridors that diversify entry points and strengthen Colombia’s competitive position. In addition, these connections have facilitated the arrival of secondary markets that complement traditional ones, supporting the decentralization of tourism flows and access to more diverse experiences across the country.

With my arrival at the Vice Presidency of Tourism, we have promoted an integrated vision of connectivity that links the impact of air routes not only to international tourism, but also to foreign direct investment and international exports. Today, each new route is conceived as:

• A gateway for high-value tourists with significant spending potential.

• A global window for territories, facilitating the arrival of investors who assess location, connectivity, and accessibility as key criteria for investing in infrastructure, services, and tourism projects.

• A logistics channel for exports, demonstrating that international flights are departing with increasing volumes of Colombian products—from flowers, coffee, and cocoa to other value-added goods—thereby showcasing our productive wealth to global audiences.

• The challenges at this stage are focused on ensuring that connectivity does not remain merely on paper, but translates into real benefits for all regions:

• Strengthening domestic and regional connectivity so travelers can move seamlessly from international arrival points to other cities and emerging destinations.

• Sustaining the growth of routes to long-haul markets (for example, Asia and Oceania), where there are clear opportunities for expansion.

• Integrating connectivity with destination readiness, ensuring that emerging regions have competitive tourism products, quality standards, and the capacity to serve international visitors.

In summary, Colombia is today more connected to the world than ever before, and this connectivity—when well managed and strategically oriented—is a key element in consolidating our leadership in international tourism, attracting investment, and strengthening exports, thereby generating broad, sustainable, and territorially balanced economic impact.

In your opinion, what role do digitalization and technological innovation play in consolidating Colombian tourism, both in international promotion and in improving the visitor experience across the country’s destinations? What are the main actions being undertaken?

Digitalization and innovation are now cross-cutting pillars of ProColombia’s transformation. Under the leadership of Carmen Caballero, President of ProColombia, the organization has embraced digitalization not merely as an operational tool, but as a strategic flag to modernize its services, expand its reach, and improve the experience of Colombian entrepreneurs.

For the first time in ProColombia’s history, a comprehensive service virtualization plan is being implemented, allowing companies to access strategic information in real time, optimize their internationalization processes, and make more informed decisions. This process incorporates artificial intelligence tools and advanced analytics, aimed at providing up-to-date data on markets, trends, demand profiles, and opportunities for Colombia’s tourism destinations.

The vision is clear: to reduce timelines, eliminate friction, and democratize access to ProColombia’s services, so that companies of all sizes and geographic locations can benefit from a more agile, transparent, and results-oriented platform.

One of the most relevant projects of this transformation, with direct impact starting in 2026, is the evolution of the model for participation in international trade fairs, workshops, and business agendas. Evaluation will move away from a sole focus on compliance with formal requirements and instead emphasize each company’s and destination’s commercial coherence with the target market, their level of export readiness, and their real capacity to generate sustainable business.

This shift will enable more strategic and efficient international promotion, better aligning Colombia’s supply with international demand and maximizing the return on public investment in promotion. In short, we are moving from a quota-based management model to one based on market intelligence, commercial relevance, and value creation, consolidating a more modern, closer, and more effective ProColombia for the development of the country’s international tourism.

ProColombia has led successful country-brand positioning campaigns. Could you share some recent examples that have contributed to strengthening the international perception of Colombia as a modern, welcoming, and sustainable destination?

The year 2025 marked a historic milestone in the international positioning of the Colombia country brand. ProColombia led one of the most innovative and globally recognized tourism promotion campaigns: Humanimal Tourism, an initiative that redefined how nature tourism, sustainability, and technology are communicated.

Humanimal Tourism is a pioneering campaign that uses real-time data and satellite tracking technology to map the migratory routes of species such as whales, birds, and sea turtles, and transform them into an intelligent tourism promotion tool. The narrative presents animals as “the true tourists of the planet,” revealing Colombia’s natural destinations through their movements and connecting those territories with international travelers interested in authentic, responsible, and high-value experiences.

From a strategic standpoint, the campaign integrated data intelligence, creativity, and sustainability. Based on species behavior, personalized promotions were activated for specific audiences in international markets, inviting travelers to discover the exact destinations where animals were arriving at that moment. At the same time, the system automatically paused promotional actions when a destination reached its carrying capacity, protecting ecosystems and reinforcing a responsible and regenerative tourism approach.

The impact of Humanimal Tourism was decisive. In 2025, the campaign won the Gold Lion in Creative Strategy and the Bronze Lion in Creative Data at Cannes Lions, as well as two Silver Effie Awards in Colombia, becoming one of the most awarded tourism campaigns in the world that year. These recognitions not only validate its creative excellence, but also its strategic and commercial effectiveness.

Beyond the awards, Humanimal Tourism succeeded in transforming Colombia’s international narrative. It positioned the country as “The Country of Beauty,” not only because of its biodiversity, but also because of its ability to innovate, protect its ecosystems, and offer modern, personalized, and sustainable tourism experiences. The campaign strengthened the perception of Colombia as a welcoming, creative destination committed to the future of the planet, and increased interest among international travelers in nature, adventure, and wellness segments.

Initiatives like this reflect ProColombia’s role as a world-class promotion agency, capable of leading campaigns that combine creativity, technology, and purpose, and of positioning Colombia not only as a destination to visit, but as a story of innovation, sustainability, and beauty that resonates with the new motivations of the global traveler.

The Colombia Meeting Travel Mart will not be merely a commercial platform. It will serve as a strategic instrument to align event attraction with territorial development objectives, sustainability, and social impact. Through this business forum, we will promote events that integrate local procurement, knowledge transfer, talent development, and social legacy, turning each congress, convention, or incentive into a genuine development opportunity for the territories.

In Colombia, we understand that attracting events is not an end in itself. It is a tool to build the country, strengthen international reputation, and demonstrate that meetings tourism can be a driver of economic, social, and cultural transformation. With the Colombia Meeting Travel Mart, we are taking a decisive step toward consolidating this model and positioning the country as a regional benchmark for sustainable, competitive, and purpose-driven meetings.

From a sustainability and tourism governance perspective, how are the impacts of tourism being measured in Colombian destinations, and which indicators or best practices are being prioritized to ensure responsible and balanced growth?

From a sustainability and tourism governance standpoint, Colombia is advancing toward a structural shift in how tourism impact is measured. Today, we understand that tourism success cannot be assessed solely by the number of international arrivals; it must be measured by its ability to improve territories, protect ecosystems, and generate sustainable well-being for communities.

In this regard, the Vice Presidency of Tourism at ProColombia has opened a new line of management focused on impact measurement, inspired by international best practices. We are currently studying reference models such as those developed by the Social Progress Imperative, which allow territorial progress to be assessed through social, environmental, and institutional indicators, beyond traditional economic variables.

The objective of this technical exercise is to adapt these methodologies to the Colombian context and develop our own tools that enable a comprehensive evaluation of tourism destination performance. It is about understanding not only how much tourism grows, but how it grows and for whom it grows.

Along these lines, we are strengthening instruments such as the Colombia Tourism Destinations Index, which integrates indicators related to community well-being, environmental sustainability, quality of tourism employment, institutional capacity, and territorial governance. These inputs are beginning to inform international promotion decisions, allowing us to prioritize destinations with prepared offerings, adequate carrying capacity, and real conditions for responsible development.

This approach represents a paradigm shift in the country’s international promotion strategy. International visibility is no longer defined solely by volume, but by measurable impact. In this way, the Vice Presidency of Tourism not only projects destinations to the world, but also helps guide tourism growth, orient investment, and strengthen the confidence of international markets.

Ultimately, Colombia is building a narrative supported by data and governance: tourism that grows with purpose, is measured rigorously, and protects the country’s beauty. This is the path to consolidating Colombia as a global benchmark in sustainable tourism, today and toward 2030.

4. High-value and diversified tourism: The 2030 strategy will prioritize high-impact segments such as nature, cultural, creative, and meetings tourism (MICE), promoting both desaisonalization and territorial deconcentration. The objective is not to grow only in volume, but in visitor quality, spending, length of stay, and legacy in the territories.

5. Purpose-driven international positioning: ProColombia will continue to serve as the bridge between the regions and the world. The Colombia country brand, The Country of Beauty, will evolve as a purpose-driven narrative: natural, human, and creative beauty, managed responsibly. Tourism will be a tool of economic, cultural, and environmental diplomacy.

In summary, by 2030 Colombia aspires not only to be an attractive destination, but also an international model of how tourism can transform economies, protect life, and generate real opportunities for people. That is ProColombia’s responsibility and commitment: to bring the voice of the territories to the world and to share Colombia’s beauty with purpose, balance, and a long-term vision.

Thank you, Vice Minister of Tourism. On behalf of the Tourism and Society Think Tank, we would like to express our most sincere appreciation for the clarity, depth, and strategic vision shared in this interview. Your reflections provide a solid and contemporary perspective on the present and future of Colombian tourism, aligned with the major global challenges of sustainability, innovation, and governance.

We particularly value the territorial, human, and regenerative approach promoted by ProColombia, which connects directly with our institutional mission. We trust that this dialogue will be the beginning of future spaces for collaboration, knowledge exchange, and the joint development of initiatives that strengthen responsible, inclusive tourism with a positive impact on territories and communities.