Colombia Crowned Best Afro-Tourism Destination Worldwide

Colombia was recognized as the best Afro tourist destination worldwide at the II Afro Tourism Awards, held during the World Travel Market (WTM) Latin America on Friday, April 26 in São Paulo, Brazil. The prestigious international platform ‘Guia Negra’ bestowed this honor, underscoring Colombia’s steadfast commitment to preserving its rich Afro-cultural heritage. Among 40 competing nations vying for recognition as the premier Afro-tourist spot, Colombia secured nearly 20% of the votes.

During the award ceremony, Colombia garnered praise for its diverse array of authentic tourist experiences and its unwavering dedication to safeguarding its Afro roots. Notable cities such as Cali, Cartagena, and the historic district of San Basilio de Palenque were hailed for their profound historical and cultural significance.

ProColombia, the agency tasked with promoting tourism, foreign investment, and the country’s image, made a significant impact at the event. Its president Carmen Caballero stated: “Colombia has left an indelible mark at this event, which represents an unprecedented milestone in terms of participation for the country. Our presence was highlighted with a 120-square-meter stand and 25 Colombian companies. Thanks to them, we have managed to generate business worth more than 8 million dollars, showcasing the robust potential of Colombia’s tourism industry.”

Colombia leads as Afro-Tourism destination with a sustainability edge

Judges highlighted Colombia’s status as one of the countries boasting the largest Afro-descendant communities on the continent, alongside Brazil and the Dominican Republic. Colombia’s ongoing promotion as “The Country of Beauty” on the international stage further underscored its commitment to excellence. “We are proud to receive this prestigious award, reaffirming our commitment to preserving the rich Afro-cultural heritage. These achievements reflect Colombia’s commitment to inclusive, sustainable, and transformative tourism,” remarked the President of ProColombia.

In addition to clinching the title of Best Afro Destination, Colombia received multiple accolades during the fourth edition of the Responsible Tourism Awards organized by WTM Latin America, reaffirming its steadfast commitment to responsible, inclusive and sustainable tourism practices.

Colombian companies such as Apata Colombia and Impulse Travel received the Gold and Manakin Nature Tours recognitions for their initiatives to promote socioeconomic impact and peacebuilding through tourism. Meanwhile, Travolution International received a Silver award for its work in promoting responsible tourism in destinations through the creation of collaboration networks.

What defines the concept of Afro-tourism?

Afro-tourism refers to the incorporation of tourist experiences that involve the celebration of Afro-descendant culture, history, and experiences. The World Travel Market recognizes Afro-Tourism as a “Global Trend” manifested in actions such as prioritizing Afro-descendant suppliers and actors in the production chain or the inclusion of proactive measures to provide a safer and more welcoming experience for Afro-descendant travelers.