As global tourism undergoes a profound transformation driven by geopolitical tensions and shifting travel patterns, Colombia is emerging as one of Latin America’s most dynamic destinations, projecting more than US$64.2 million in tourism deals following the 19th edition of Colombia Travel Mart (CTM) 2026.

Organized by ProColombia within the framework of the ANATO Tourism Showcase, the event brought together international buyers, tour operators, and industry leaders at a critical moment for global tourism.

Despite global uncertainty affecting travel flows, Colombia continues to demonstrate strong growth. Business expectations reached US$64.2 million, marking an 8% increase compared to 2025, with the participation of 201 international buyers—up 10% year-over-year—and 217 exporting companies from 20 regions across the country.

According to Carmen Caballero, the results highlight the success of Colombia’s international promotion strategy. She emphasized that the country not only increased its business expectations but also diversified its markets, welcoming delegations from distant destinations such as Finland, Vietnam, and Singapore.

Traditional markets such as Brazil, Spain, and the United States led business projections, while emerging markets demonstrated growing interest in Colombia’s tourism offering. On the domestic front, regions including Cundinamarca, Bolívar, and Antioquia stood out as key drivers of the country’s tourism economy.

The event also underscored the importance of sustained public-private collaboration. Paula Cortés Calle noted that the sector’s growth is closely linked to coordinated efforts between government institutions and private stakeholders. The 45th ANATO Tourism Showcase attracted more than 56,000 industry professionals, a 4% increase compared to the previous year.

Beyond business meetings, experiential tourism played a central role in this year’s edition. Prior to the event, 177 international buyers participated in familiarization trips across Colombia, visiting destinations such as La Guajira, the Amazon, and the Coffee Cultural Landscape. These immersive experiences are essential for integrating Colombia’s tourism products into global travel portfolios.

At a time when geopolitical instability is reshaping global travel routes and influencing destination choices, Colombia is positioning itself as a resilient and attractive option. Its combination of natural diversity, cultural richness, and strategic promotion places the country at the forefront of the evolving global tourism landscape.