Colombia, an Emerging Top Tourist Destination

Colombia is emerging as a major tourist destination on the global stage. Last year, nearly 5.9 million international visitors traveled to Colombia, marking a 24.3 percent increase from 2022 and a 173.6 percent increase from 2021, according to figures from the Colombian Ministry of Tourism.

Remarkably, tourism growth has been so rapid that it now surpasses pre-Covid pandemic levels. The number of visitors in 2023 exceeded those from 2019 by 29.1 percent, when the count was at 4.2 million.

A major tourist destination

In the first quarter of 2024, nearly 1.5 million international visitors traveled to Colombia. Among the principal nationalities visiting the nation were Americans, followed by citizens from Latin American countries, including Venezuelans, Ecuadorians, Mexicans, Peruvians, Panamanians, and Chileans.

On the other hand, although lower, visits from European tourists have significantly increased, with over 520,000 visitors from Spain, France, Germany, the UK, Italy, and the Netherlands recorded in 2023.

Colombia has positioned itself as a top destination in Latin America, having been notably recognized at the World Travel Awards 2023 as the leading destination in the region for ecotourism and youth tourism. According to the World Travel and Tourism Council (WTTC), Colombia stands out as an exception in Latin America, where the tourism sector has yet to fully recover from the pandemic’s impact.

The cities of Barranquilla and Cali have been recognized as top destinations for festivals and culture. The cities of Bogota, Medellin, and the UNESCO World Heritage city of Cartagena are the favorite cities for foreign visitors, welcoming over 2.6 million visitors in 2023.

Medellin, in particular, has become a favored city among travelers over the past few years. Its climate, history, and culture have made it an attractive place for foreign tourists. The municipality of Medellin is now focusing on tourism to boost its economy, while also attempting to combat more controversial forms of tourism, namely narco-tourism and sex tourism.

Colombia’s tourism industry, a key to economic development

According to the latest data from the WTTC, tourism contributed $14.9 billion (58.9 trillion COP) to the Colombian economy in 2022, exceeding its 2019 performance and accounting for more than 4.5 percent of Colombia’s GDP. This figure is expected to be surpassed in the coming years, as the Colombian tourism sector continues to boom.

Tourism accounts for 5.6 percent of total employment in Colombia, employing approximately 1.25 million people. Compared to other sectors, tourism stands out as one of the most inclusive and gender equal in the country, with women making up 47 percent of its workforce.

Colombian authorities have recognized the immense tourist potential of the country and have launched several initiatives to energize the sector. The organizations ProColombia and Fontur (National Tourism Fund) have been tasked with promoting Colombia internationally to attract foreign investors and boost local tourism. Last year, this agenda was advanced through ‘Colombia, the Country of Beauty’, a national brand name project aimed at promoting the country as a tourist destination.

Highlighting the growing importance of the tourism sector in Colombia, the WTTC participated for the first time in the Vitrina Turistica Anato, the annual gathering of the Colombian tourism industry, from February 28 to March 1, 2024.

In the coming years, the anticipated growth of the tourism industry in Colombia is expected to offer both socio-economic opportunities and challenges for locals, as many communities already depend on this sector for their livelihoods.

Tourism plays a crucial role in Colombia, significantly contributing to economic development and employment. With its rich cultural and natural attractions, the country has significant potential for further growth in the tourism sector in the coming years.