Travel in Colombia

Tourism is an industry promoted even via confectionery

Tourism is Colombia's second largest generator of foreign currency, surpassing traditional products such as coffee, flowers and bananas. It is an industry that creates national identity, unites the country’s diversity, and supports and promotes a new reality experienced as a nation where all private and public players involved are committed to work together to help the industry grow.

Online travel gathers more allies

Although electronic purchases in the country have yet to show high volumes, it is a strategy that increasingly adds more followers, and all entities involved in tourism see it as a medium- and long-term opportunity. Companies are expected to focus more on digital transformation and increase their e-commerce, so that tourists may interact with them online, as they do in other countries.

Value chains integrate regional tourism portfolios to compete

Colombia is creating value chains in the various regions to complement the supply of tourist products. In this context, the strategy applied is “tourist corridors”, which has among other objectives, to integrate tourist regions with a complementary vocation, link the existing attractions and tourist products, increase competitiveness in the regions while increasing the average stay of foreign tourists, generate more and better options for domestic tourism, and reduce seasonality in some destinations.

More privileges to earn customer loyalty

Colombia is working towards high value tourism, which means attracting not only tourists with high purchasing power, but to earn their loyalty by allowing them to find all the experiences desired in a single destination. However, said customer loyalty is not earned at all costs, as Colombia is learning lessons from other countries that have tourist quality and sustainability standards.

Categories adjust with the stabilisation of the offer through high prices

Optimism in the industry is running very high. Positive growth is expected in each of the categories involved, more in some and less in others, because some places in Colombia have been rediscovered, which were not on the world tourist map and that are attractive because of their nature, culture, traditions, etc.

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