Colombia Launches Tourism Business Forum in Atlanta to Deepen U.S. Travel Partnerships

Atlanta, May 20th 2025. Organized by ProColombia, the country’s promotion agency, this business forum aims to strengthen commercial ties, highlight Colombia’s diverse tourism offerings, and position the country as a premier destination for American travelers. 

Participating companies will showcase the very best of Colombia’s six tourist regions, with niche experiences including nature tourism, luxury travel, community-led and meaningful experiences, colonial heritage, beach escapes, and rainforest exploration, all available in a single, multifaceted destination.

The 25 Colombian companies featured in the forum include VAOVA Travel, Impulse Travel, Paradis de Colors, Macondo, Hotel Decameron, Hotel Movich, and representatives from the cities of Medellín and Barranquilla, among others. These providers will engage in pre-scheduled one-on-one business meetings with around 20 leading U.S. buyers, such as American Express Travel, Fletcher Travel, Barbara Lynn Travel, and Smart Bird World Travel.

Tourism Growth, Record Numbers, and U.S. Market Leadership

The event comes at a pivotal time for Colombia’s tourism industry. In 2024, the country recorded over 6.9 million international visitors, its best year in history, reflecting a 12.5% increase compared to 2023. The United States remains Colombia’s top source of international tourists, with more than 1.5 million U.S. visitors in 2024 alone, making Colombia the #1 destination in South America for U.S. travelers.

Colombia is also one of the most accessible countries in the region, with 12 U.S. cities directly connected to 6 Colombian destinations via 8 airlines, offering over 324 weekly frequencies and 65,000 seats per week. This strong air connectivity, combined with steady growth in international bookings and repeated recognition in must-visit destination lists by outlets such as The New York Times, The Wall Street Journal, and Condé Nast Traveler, reinforces Colombia’s leadership in the region.

In addition to business meetings, the forum will feature an academic session on Wednesday, May 21, with discussions led by U.S. travel experts. Topics will include emerging travel trends among American tourists in South America, air connectivity developments, and the rise of luxury tourism in the region. This knowledge-sharing component aims to deepen mutual understanding of market dynamics and foster stronger strategic partnerships between the two countries.

What’s new in Colombia’s tourism sector?

Among the key highlights Colombia is presenting at the forum are new and elevated travel experiences designed to attract U.S. travelers who seek authenticity, comfort, and depth in their journeys. 

These include birdwatching expeditions in world-class biodiversity hotspots, with Colombia once again topping the Global Big Day in 2025 with 1,563 bird species observed. The country is also introducing luxury river cruising on the Magdalena River with AmaWaterways, whose newly launched AmaMagdalena offers an exclusive, culturally immersive voyage between Cartagena and Barranquilla, including curated stops in heritage towns like Mompox. Adding to this luxury narrative is the highly anticipated opening of the Four Seasons Hotel and Residences in Cartagena, set for late 2025, which will blend colonial architecture with contemporary sophistication in the historic neighborhood of Getsemaní.

“By bringing these innovations to the forefront, the Colombia–USA Tourism Business Forum positions The Country of Beauty as a destination that not only has unmatched natural and cultural diversity, but also one that is constantly evolving to meet the interests of the modern traveler. The event serves as a key platform to reinforce bilateral tourism cooperation, drive new commercial partnerships, and signal Colombia’s readiness to lead regional tourism growth with high-value, experience-driven, and sustainable offerings tailored for the U.S. market”, concluded Carmen Caballero, President of ProColombia.

For more information, visit: Colombia.travel/en