Despite the political and social challenges it has faced, Colombia stands out as one of the most attractive tourist destinations in Latin America. According to a recent study by OBS Business School, Colombia is among the three countries in the region that have experienced a significant increase in international tourism following the pandemic. Although the country received 4,397,000 foreign visitors in 2022, a number lower than that of Mexico and the Dominican Republic, it surpassed nations such as Brazil, Costa Rica, and Peru. Alexandra Ochoa Vélez, from OBS Business School, emphasizes that, despite the challenges, in 2022 “there was a 77% recovery compared to 2019.”

On the other hand, the Observatory of Civil Aeronautics of Colombia reports that 91% of air operations have recovered compared to 2019. And although there was an 8% decrease in flight arrivals between January and May 2023, the influx of international tourists grew an impressive 49% in the first quarter of the year.

The report from OBS Business School highlights Colombia’s resilience, which, despite “political tensions and prolonged protests,” continues to establish itself as a key tourist destination on the continent, also benefiting from a favorable exchange rate for its exports.

“Colombia, the Country of Beauty”: New Country Brand

The Minister of Commerce, Industry, and Tourism, Germán Umaña Mendoza, recently introduced the new national promotion strategy, called “Colombia, the country of beauty.” This campaign aims not only to highlight the rich natural, cultural, and historical heritage of the country but also to promote social, environmental, and economic justice. With a focus on sustainability, the initiative seeks to attract direct foreign investment and boost non-mining energy exports. To materialize this project, the Ministry has allocated $28,000 million, which will be managed by Fontur and ProColombia over the next two years.