The great attraction of FICCA lies in the synergy created between the agricultural and tourism worlds, showing how both sectors can come together to offer unique experiences that attract national and international visitors. In this edition, strategic alliances were consolidated that will allow the development of long-term projects focused on agrotourism, a growing sector that promotes visits to coffee and cocoa farms.

Agrotourism has been one of the main protagonists of this fair, and the 2024 edition of FICCA confirmed it as a growing trend. This segment of tourism, which allows visitors to learn first-hand about the coffee and cocoa production processes, offers an authentic experience in direct contact with nature and rural life. In Colombia, these activities are becoming a key attraction for the development of local economies, generating employment, improving infrastructure and contributing to the well-being of rural communities.

During the fair, experts highlighted that agrotourism not only brings additional income to producers, but also promotes sustainability and the preservation of cultural heritage. In this context, guided visits to plantations, cultivation and processing workshops, as well as product tastings, have become an added value for Colombian tourism.

The economic impact of FICCA 2024 was not only limited to the sales made during the fair, but is projected into the future through the agreements and alliances established. In total, deals worth more than 9 billion pesos were closed, a figure that highlights the importance of this event for the sector. A large part of these agreements focused on the export of coffee and cocoa, products whose quality and reputation continue to grow in international markets.

In addition, contracts were signed with companies in the tourism sector interested in developing routes and experiences related to agrotourism, which reinforces the idea that agriculture and tourism can go hand in hand to generate both economic and social benefits.

One of the recurring themes throughout the fair was the importance of sustainability in coffee and cocoa production. Colombian producers, aware of the growing global demand for quality and environmentally friendly products, have opted to implement more responsible agricultural practices. This includes the use of farming techniques that minimise environmental impact and the incorporation of fair trade certifications, which guarantee decent working conditions for rural workers.

During the panels and conferences held as part of FICCA 2024, sector experts underlined the need to continue moving towards more sustainable agriculture, without compromising product quality. Colombia, as one of the world's leading exporters of coffee and cocoa, faces the challenge of maintaining its global leadership, adapting to new market demands and guaranteeing the traceability of its production.

FICCA 2024 also served as a platform to promote Colombia's image internationally. The business rounds not only managed to consolidate exports to traditional markets, such as the United States and Europe, but also opened doors to new destinations in Asia and the Middle East, where the consumption of premium products continues to grow.

The fair is a clear reflection of the joint effort between the public and private sectors to position Colombia as an attractive destination for both rural tourism and the international trade of high quality agricultural products.