Colombia Showcases Its Tourism Offer and Promotes Itself in Iconic London Locations

Colombia is taking part in the World Travel Market (WTM) 2025, one of the world’s most important tourism events, with a delegation made up of 32 business representatives that reflect the country’s diversity and competitiveness. The participation, which runs from 4 to 6 November at ExCeL London, aims to strengthen Colombia’s international promotion and consolidate its position as a sustainable, world-class destination.

The delegation consists of 26 tour operators, three accommodation establishments, two tourism entities and one airline (Avianca). In recent years, Colombia’s participation in this fair has grown steadily, registering in 2025 a 23% increase compared to a decade ago — clear evidence of the strengthening of Colombian tourism in international markets.

“Our presence at WTM 2025 represents not only growth in numbers but also the consolidation of a more sustainable, inclusive and competitive tourism model. Every company travelling with us acts as an ambassador for a diverse and innovative Colombia that recognises the value of preserving its natural and cultural heritage,” said Carmen Caballero, President of ProColombia.

“In addition, we will reinforce this participation with a campaign in London that will take the message of Colombia, the Country of Beauty to millions of people, positioning the country among the most inspiring destinations in the world,” she added.

International Promotion Campaign in London

As a complement to its presence at WTM, ProColombia will launch an international promotion campaign in iconic locations across the British capital, aiming to increase awareness of the “Colombia, the Country of Beauty” narrative among key international audiences.

The selected locations were chosen for their high visibility and footfall among professionals, travellers and international audiences:

• Canary Wharf (London Roadside): London’s financial hub, offering wide exposure among executives and business travellers.
• Notting Hill – The Portobello Star (London Roadside): an iconic, culturally vibrant area with significant tourist traffic.
• London Underground – Digital Runways and Digital Gateway at Charing Cross: locations within the London Underground network, including key stations such as Charing Cross, a central point connecting to Trafalgar Square and the West End, ensuring exposure to global audiences.

The UK: A Key Market for Growth

The United Kingdom is one of the main source markets for travellers to Colombia. In 2024, more than 58,600 British tourists visited the country — a 4.6% increase compared to 2023. Between January and August 2025, the figure has already exceeded 41,800 travellers, up 5.4%. The most visited destinations are Bogotá, Medellín, Cartagena, Cali and Santa Marta.

In addition, the country maintains seven weekly air frequencies with the UK, offering around 2,000 seats and strengthening connectivity between both markets.

Record Tourism Figures in Colombia

Colombian tourism is experiencing a historic moment. In 2024, the country received nearly 7 million non-resident visitors — a 15% increase compared to 2023. In the first half of 2025, travel and air transport revenues reached USD 5.247 billion, representing an 11.4% increase compared with the same period the previous year.

Between August 2022 and August 2025, Colombia welcomed 19.4 million non-resident visitors, a 126% increase compared with the 2018–2021 period. Air connectivity has also been strengthened, with 68 new international routes, over 39 million seats available, and the operation of 28 airlines connecting the country to 29 countries and 54 international destinations.

In 2025, ProColombia was recognised for the fifth time as South America’s Leading Tourist Board at the World Travel Awards, and the country received 11 additional nominations, including Leading Green Destination, Leading Culinary Destination, and Leading Honeymoon Destination.