The IPW 2025, held from June 14 to 18 in Chicago, confirmed what many already anticipated: Colombia is among the top five outbound markets with the greatest potential for travel to the United States. This was one of the main conclusions of the most important event promoting inbound tourism to the U.S., organized by the U.S. Travel Association, which brought together more than 6,000 representatives from destinations, airlines, hotels, and international media.

Projections from Rockport Analytics and the U.S. Travel Association estimate that the impact of IPW 2025 will translate into 10.9 million new visitors to the United States over the next three years, generating more than $25 billion in travel spending. In this scenario, Colombia emerges as one of the five most important markets, alongside Mexico, the United Kingdom, Canada, and Brazil.

A growing market

Colombia has shown steady growth in outbound travel to the United States over the past decade, and all indicators suggest this trend will continue. According to data from the National Travel and Tourism Office (NTTO), more than 1 million Colombians traveled to the U.S. in 2024, representing a 17% year-over-year increase, even surpassing pre-pandemic levels.

Several factors are fueling this growth:

• Increased air connectivity: new direct routes from Bogotá, Medellín, Cali, and Cartagena to cities such as Miami, Orlando, New York, Houston, Fort Lauderdale, and Atlanta.
• Relative economic stability: despite macroeconomic challenges, Colombia’s upper-middle segment maintains a strong interest in international travel.
• Diversified destination preferences: Colombian travelers are looking beyond Florida and New York to explore emerging U.S. destinations like Colorado, Texas, Nevada, and the West Coast—driven by interest in culture, shopping, gastronomy, and nature.

Colombia’s active role at IPW

During IPW, Colombian tour operators, tourism promotion entities, and airlines strengthened relationships with U.S. counterparts. The alliance between ProColombia and the Visit USA Committee Colombia, along with key players like Aviatur, Decameron, and PriceTravel, shaped a strategic agenda focused on:

• Promoting thematic travel segments (family, shopping, education, wellness, and sports).
• Encouraging off-peak travel, targeting mid and low seasons.
• Negotiating increased air frequencies and cooperative marketing campaigns with destinations such as Las Vegas, Chicago, Los Angeles, and Boston.

A more informed and demanding traveler

The Colombian traveler has evolved: they are digital, compare prices, book online, and seek personalized experiences. According to Google Travel Insights, searches in Colombia related to “vacations in the U.S.” increased by 22% in the first half of 2025 compared to 2024. Top searches included: “travel to the U.S. without a visa”, “Disney travel packages from Colombia”, and “shopping in Miami.”

In this context, Brand USA’s new campaign “America the Beautiful”, launched at IPW 2025, aims to emotionally reconnect with Latin American travelers—highlighting memorable experiences, cultural diversity, natural beauty, and hospitality.

Colombia: Key to the full recovery of U.S. inbound tourism

U.S. Travel CEO Geoff Freeman stated during IPW: “We are doubling down on efforts to attract more travelers from Latin America, and Colombia is a cornerstone of that strategy. Its potential is enormous, thanks to geographic proximity and a growing middle class eager to discover the U.S.”

According to the U.S. Department of Commerce, Colombian visitors spend an average of $3,400 per trip, with an average stay of 11 nights, and a strong interest in retail, theme parks, entertainment, and gastronomy.

With solid results and an optimistic outlook, Colombia is poised to become a key partner in U.S. tourism growth over the coming years. The momentum generated at IPW 2025 marks the beginning of a new phase in which the ties between the two countries will be strengthened not only through commerce but through the shared experience of exploring and enjoying unique destinations.

For Colombian travelers, the message is clear: the United States is closer, more accessible, and more diverse than ever before.