Bogotá, Colombia - With an atmosphere of enthusiasm and anticipation, the 43rd Tourism Showcase of ANATO has kicked off in the Colombian capital. This event, recognized as the most important tourism fair in the region, has brought together leaders and representatives of the tourism industry from around the world to explore new opportunities, establish strategic alliances, and discuss the challenges and trends that will shape the future of the sector.

The opening ceremony was attended by distinguished personalities, including Paula Cortés, Executive President of ANATO; Carlos Mercado, Executive Director of the Puerto Rico Tourism Company; Natalia Bayona, Executive Director of the World Tourism Organization (UNWTO); Virginia Messina, Vice President of the World Travel and Tourism Council (WTTC); and the President of Colombia, Gustavo Petro. The presence of these prominent figures highlights the importance and relevance of this event at the international level.

During her speech, Paula Cortés, president of ANATO, emphasized the importance of domestic tourism as a driver of economic and social development, calling for incentives to boost traveler demand. In this regard, she referred to successful measures implemented in the past, such as reducing VAT to 5% on air tickets and exempting VAT on hotel and tourism services, which have proven effective in stimulating the sector.

Colombian President Gustavo Petro, present at the event, echoed these demands and pointed out the need to address the issue of excessively high air ticket prices, attributing them to monopolies in the market. In his speech, he emphasized the importance of promoting competition and the arrival of new airlines to the country to improve accessibility and competitiveness in the sector.

ANATO's Tourism Showcase this year records a record participation, with a total of 40,000 exhibitors, representing an 8% increase over the previous edition. This increase reflects the growing interest and dynamism of the Colombian tourism sector, as well as the confidence of market actors in the country's potential as a tourist destination.

In addition to the exhibition of destinations and tourism products, ANATO 2024 offers a diverse program of activities, including training sessions, talks, and presentations on relevant topics such as marketing, e-commerce, digital transformation, and artificial intelligence. These initiatives seek not only to promote innovation and development in the sector but also to provide practical and strategic tools to tourism entrepreneurs and businesses.

In this context, the presence of prominent figures from the national government, such as President Gustavo Petro and the Mayor of Bogotá, Carlos Fernando Galán, as well as representatives from entities such as ProColombia and the National Police, reinforces the Colombian State's commitment to the development and strengthening of tourism in the country.

ANATO 2024 promises to be a space for encounter and collaboration where key actors in the tourism sector can exchange ideas, explore business opportunities, and work together to boost Colombia's tourism potential. With the support of effective initiatives and policies, such as VAT reduction and promotion of competition in the airline market, the country is in a privileged position to consolidate itself as one of the most attractive and competitive tourist destinations in the region.