In an exclusive interview with WTE Daily, Gilberto Salcedo Ribero, Tourism Vice President at ProColombia, and María Camila Castellanos, Executive Director of ProColombia in the U.S., shared insights into Colombia’s thriving tourism sector

They discussed ProColombia’s role in promoting sustainable, community-based travel and highlighted the country’s impressive tourism growth, its diverse offerings, and strong partnerships with U.S. travelers and businesses. As this year’s Guest Country at WTE, Colombia is showcasing its unique attractions and continued commitment to responsible tourism.

Can you start by introducing ProColombia and its role in promoting tourism to Colombia?
GS: ProColombia is the official promotion agency of Colombia, and it focuses on enhancing international tourism, foreign direct investment, and non-mining energy exports while showcasing the Country Brand, “Colombia, The Country of Beauty.”
ProColombia’s extensive national and international network supports Colombian companies in their internationalization strategies and business development by highlighting Colombia’s diverse landscapes, cultural richness, and sustainable tourism initiatives to stakeholders and businesses worldwide.

MC: Our U.S. office is particularly significant, as the United States is Colombia’s main trading partner, as well as our largest source of international travelers and foreign investment. We maintain a strong presence in key cities like Miami, New York, and Washington, D.C., along with commercial representatives in Los Angeles, Atlanta, and Houston.
ProColombia plays a vital role in connecting Colombia’s diverse regional tourism offerings to the U.S. market through continuous promotion, participation in trade events, strategic partnerships, and a robust digital presence.

What can visitors to WTE Mimi expect from Colombia as this year’s Guest Country?
GS: Colombia is showcasing a diverse group of 25 co-exhibitors, each offering a variety of tourism products that emphasize sustainability, community engagement, and immersive travel experiences.
These exhibitors highlight eco-friendly, responsible tourism, focusing on rural, indigenous, and Afro-Colombian tourism, as well as biodiversity conservation efforts. Their customizable itineraries prioritize sustainability and cultural respect, allowing travelers to connect with nature while supporting local economies.
Plus, this Colombian delegation also includes a selection of hotels, tourism boards from key cities, and initiatives centered on the country’s rich biodiversity and commitment to responsible tourism. Together, this positions Colombia as a leader in sustainable, community-based travel, dedicated to preserving its natural and cultural heritage.

MC: Our numbers speak for themselves: in 2023, Colombia welcomed 6.1 million international travelers, marking an over 29% increase from the previous year. From January to August 2024, we recorded more than 4.2 million non-resident visitors, reflecting an 8.5% growth. Additionally, tourism generated over $9 billion in foreign exchange in 2023, and in the first half of 2024, more than $4.7 billion in foreign exchange was recorded from passengers and travel, an increase of 15.3% compared to the same period in 2023.
With such impressive growth and recognition, there is no doubt that Colombia is experiencing its golden age in tourism. We invite everyone to explore our beautiful landscapes, rich culture, and sustainable tourism initiatives.

Sustainability, biodiversity, and community-based tourism are important focus areas for ProColombia. What can you tell us about this strategy?
GS: ProColombia’s focus on sustainability, biodiversity, and community-based tourism is central to its vision of transforming Colombia into a global leader in sustainable travel. By promoting peace with nature, Colombia has leveraged its rich natural and cultural heritage to create meaningful, community-led tourism experiences, particularly in regions once impacted by conflict. These initiatives not only foster economic growth for local communities but also support the preservation of biodiversity and cultural heritage.
Colombia’s tourism strategy is rooted in the “democratization of tourism,” which aims to strengthen community participation in the country’s tourism development. Tourism has become a vital tool for promoting peace, social inclusion, and transforming historically vulnerable regions into thriving destinations that protect their natural ecosystems.
In line with its commitment to sustainability, Colombia is one of 12 countries with a sustainable tourism policy and has been recognized internationally for its efforts.

What do visitors from the U.S. value most about Colombia?
MC: U.S. travelers are drawn to Colombia’s dynamic mix of adventure, culture, and nature. They come to experience the country’s stunning diversity—from the majestic Andes and the Amazon rainforest to the Caribbean beaches and the Coffee Landscape—and they stay for the meaningful travel experiences that connect them with Colombia’s history, communities, and deep commitment to sustainability.
As one of the most biodiverse countries in the world, Colombia has been recognized this year (as well as in previous years) at the Global Big Day Competition as the leading birdwatching destination worldwide, boasting over 1,558 bird species. For U.S. visitors seeking immersive and conscious travel, Colombia offers rich opportunities to explore its natural wonders while engaging in regenerative and community-led tourism.

How has U.S. air connectivity supported the growth of Colombia as a destination for travelers from the U.S.?
MC: Colombia is more accessible than ever for U.S. travelers, now ranking as the fourth most well-connected country in the Americas with the United States. In 2023, more than 1.5 million U.S. visitors traveled to Colombia, making it the number one destination in South America for U.S. tourists.
To date, with over 300 weekly flights and more than 57,000 seats available, major U.S. cities like Houston, Dallas, Miami, Boston, New York, Atlanta, Washington D.C., and Chicago are directly connected to Colombian destinations such as Bogotá, Medellín, Cartagena, Cali, and Barranquilla.

New international air routes have been launched to Colombia. Are you seeing an increase in travelers from different regions? Which routes are you looking to develop further?
GS: By September, eight airlines, including Avianca, Emirates, GOL, JetBlue, JetSMART, LATAM, United, and World2Fly, introduced 18 new routes connecting Colombia to 13 countries. A notable milestone was Emirates’ new Dubai-Bogotá route via Miami. GOL also entered the Colombian market, launching routes from São Paulo and Buenos Aires to Bogotá.
Avianca expanded its operations with flights from key hubs like Montreal, Paris, and Chicago to Bogotá, and from Santiago and São Paulo to Medellín. Additionally, JetBlue’s first-ever connection between San Juan, Puerto Rico, and Medellín marked another significant development.
As of August 2024, Colombia’s international flight capacity increased by 12.9% in available seats and 10.9% in flight frequencies compared to the previous year, fueling the rise in international arrivals.
Our tourism strategy focuses on 13 priority markets, including the U.S., Chile, Mexico, Spain, and Brazil. By targeting these key regions, we can promote Colombia’s unique biodiversity, cultural diversity, and sustainable tourism offerings to match international traveler preferences.

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