WTE Miami 2025: Colombia Stands Out as the Leading Destination for U.S. Visitors in South America

Miami, September 17th, 2025 – Colombia “The Country of Beauty”, takes once again, the spotlight at the International Travel and Tourism Expo - WTE Miami 2025, consolidating its image as the leading destination for U.S. travelers in South and Central America. 

This year’s delegation reflects the diversity of Colombia’s tourism offer. For example, the tourism authority of Santa Marta will present the cultural and natural wealth of the Greater Colombian Caribbean. The company Promotora Neptuno brings proposals in nautical and adventure travel. The Mayor’s Office of Filandia, Quindío represents the Coffee Cultural Landscape, a region recognized for its heritage, authenticity (and great coffee!). The Salt Cathedral of Zipaquirá, an underground church built within a salt mine, will showcase one of Colombia’s wonder attractions. Meanwhile, The Best of Cartagena Travel Agency offers tailored travel experiences in the country’s most visited city, and The Health Travel Consultant highlights Colombia’s growing role in health and wellness tourism.

“Colombia’s tourism is reaching new milestones, and the United States continues to be a key market for us, as it is our main issuer of international travelers. WTE Miami provides an ideal platform to highlight diverse destinations across our six tourism regions, sustainable experiences, and growing offerings in culture, wellness, and adventure,” said Carmen Caballero, President of ProColombia, the country’s promotion agency, which has its own booth at the trade fair.

Colombia’s Tourism Industry at a Historic Moment

The Country of Beauty has been experiencing a historic upswing in tourism. In 2024, the nation received nearly 7 million non-resident visitors, a year-over-year increase of about 15% compared with 2023. Momentum continued into 2025: between January and July 2025 Colombia welcomed 3.9 million non-resident travelers, of whom 2.7 million were foreign visitors — an increase of 6% versus the same period the year before. In the first half of 2025, travel and air-transport revenues reached USD 5.247 billion, up 11.4% from 2024.

These results reinforce tourism’s position as a fundamental driver of Colombia’s economic, social and cultural development.

New Experiences Driving Colombia’s Tourism Growth

Colombia is not only seeing growth in arrivals but also expanding its specialized tourism offerings, establishing itself as a leading destination for wellness, sustainable and luxury travel.

Innovation is also driving new experiences, such as this years’ launch of the AmaMagdalena, the first luxury cruise on the Magdalena River by AmaWaterways. Designed and built with Colombian talent, the project combines tradition, and regional development, while creating new opportunities for riverside communities.

Sustainability is also central to Colombia’s tourism strategy. As a matter of fact, this week, the city of Cali hosts the Colombia Nature Travel Mart 2025 (CNTM), organized by ProColombia. As the region’s leading marketplace for nature, adventure, and wellness tourism, CNTM brings together 63 international buyers from 16 countries, including the United States, Canada, Spain, the United Kingdom, France, among others, with the U.S. as a key market. The event connects these buyers with Colombian entrepreneurs and highlights experiences rooted in biodiversity, community-based tourism, outdoor adventure, and ancestral wellness traditions, emphasizing that sustainability is not just a requirement, but the guiding principle of Colombia’s tourism future.

All of these developments come at a time when Colombia is attracting growing international attention. From nature and adventure to wellness and cultural immersion, the country keeps positioning itself as a destination that delivers authentic experiences, diverse landscapes, and transformative travel opportunities.

For more information, visit Colombia.travel/en.