Colombian President Gustavo Petro unveiled an ambitious campaign on Thursday titled ‘Colombia, the Land of Beauty,’ with the aim of making tourism the driving force of the country’s economy in the coming years, harnessing the nation’s wealth of natural charms and cultural interest to the fullest.
The President emphasized the need to diversify Colombia’s economy, which has historically relied heavily on exports of resources like coal, oil, and coffee. “While exports have benefited us, we cannot depend on them indefinitely. Colombia must prepare for a transition, and tourism is one of the keys to achieving it,” said Petro.
The ‘Colombia, the Land of Beauty’ campaign is considered high-profile and has been financed with resources from the national budget. Its primary goal is to position Colombia as a paradisiacal and beautiful destination, leveraging its ranking as the third most beautiful country in the world, according to Forbes magazine.
President Petro also emphasized the importance of peace for the success of tourism in Colombia. “Tourists should not witness conflicts and violence. We need peace to attract visitors,” he stated. Stability and security are fundamental factors to boost tourism in any country.
The Ministry of Commerce, Industry, and Tourism (MinCIT) leads this campaign and seeks to highlight Colombia’s cultural and gastronomic richness, its ethnic diversity, and the warmth of its people as an integral part of the tourism experience. The Minister of Commerce, Industry, and Tourism, Germán Umaña, stressed the importance of attracting foreign investments and increasing exports through tourism.
The government is working on improving connectivity so that tourists can more comfortably access remote regions of the country, where some of Colombia’s most impressive natural and cultural treasures are located. The idea is to present Colombia as a free and beautiful country on the international stage.
To carry out this strategy, the Ministry allocated 28 billion pesos, which will be executed over the next three years through the National Tourism Fund (Fontur) and ProColombia. The campaign will focus on 13 priority markets, including the United States, Mexico, and Spain.
The National Government aims to receive 7.5 million non-resident visitors by 2026 and reach 15 million in the next eight years. This could generate around 300,000 new jobs in Colombia and increase domestic consumption, accounting for more than 2.1% of the Gross Domestic Product (GDP).
The ‘Colombia, the Land of Beauty’ campaign is a bold step toward Colombia’s economic future, leveraging its stunning natural beauty and cultural richness to boost tourism and diversify the economy. With peace as its foundation and investment in tourism infrastructure, Colombia is ready to welcome travelers from around the world and showcase its unparalleled attractions.