La Guajira is finally having its breakout moment. After decades of sitting on the margins of South American travel itineraries, this remote and culturally rich department in northern Colombia is capturing global attention. According to official figures, La Guajira recorded a remarkable 96% increase in international visitors in 2025, a historic surge that reflects both growing global interest and a deliberate strategy to elevate the region as a world-class destination.
This boom is not accidental. It is the result of a coordinated effort that combines investment in local talent, a renewed digital presence, improved infrastructure and, above all, the launch of an ambitious tourism brand: Discover La Guajira. Built around the slogan “eternal culture, unmatched adventure,” this initiative is redefining how travelers engage with the department, ensuring that each visit is safe, guided, and rooted in authentic cultural experiences.
Discover La Guajira: A strategy that is transforming tourism
The creation of Discover La Guajira has become a pivotal moment for the region. More than a marketing campaign, it serves as a comprehensive plan to professionalize the tourism sector, improve visitor confidence, and present La Guajira as an accessible and well-organized destination. For years, travelers were drawn to the region’s mystique, but inconsistent infrastructure and limited professional guidance often made trips difficult to plan. Discover La Guajira aims to change that narrative completely.
A major component of this strategy is the training and certification of local guides and service providers. With support from U.N. Tourism, roughly 50 high-potential tourism operators have earned international scholarships to study at top universities around the world. This effort seeks to elevate service standards, strengthen local leadership, and position La Guajira as a competitive destination within the wider Caribbean tourism landscape.
The initiative has also launched its official website, discoverlaguajira.travel, which serves as a reliable, user-friendly platform for travelers to design customized itineraries. Visitors can access verified information, contact trusted operators, view suggested routes, and plan in advance with confidence. The goal, as widely echoed by the brand, is to accompany the tourist from the moment they begin researching the trip until they return home, ensuring a seamless, well-informed experience free of the uncertainty that once characterized travel in the region.
The Almirante Padilla Airport: A gateway opening La Guajira to the world
Improved air connectivity has also played a decisive role in La Guajira’s tourism expansion. The Almirante Padilla Airport in Riohacha, the department’s capital, has undergone key upgrades that have increased passenger flow, enhanced safety standards, and expanded route availability. For many international visitors, this airport now serves as the official entry point to the department, something that was not always possible due to limited flight options in previous years.
These improvements have helped integrate La Guajira into national and regional travel networks, making it far easier for travelers to arrive directly rather than relying on long, uncertain overland routes. As more flights connect the Caribbean coast with major Colombian cities — and potentially new foreign markets — the department is appearing more frequently on travel agencies’ maps, digital search results, and international travel guides.
Greater accessibility translates into greater economic impact. Hotels, restaurants, transport companies, and local communities are benefiting from the steady increase in visitor traffic. The airport has become not just a transit hub, but a symbol of La Guajira’s new tourism identity: welcoming, prepared, and ready to grow.
Exploring the Three Guajiras: A region of stunning diversity
One of La Guajira’s biggest advantages is the diversity of its landscapes and cultural expressions. The department is often described as three distinct regions — Upper, Middle, and Lower Guajira — each offering different types of experiences for today’s travelers.
Upper Guajira (Alta Guajira) is the territory of breathtaking deserts, vast dunes, and sacred Wayuu lands. Here lies Punta Gallinas, the northernmost point of South America, known for its dramatic cliffs and golden sunsets over the Caribbean Sea. Travelers can also explore Bahia Hondita, the Taroa Dunes, and the Pilon de Azucar, destinations that feel almost untouched by time. This region appeals to adventurers seeking isolation, raw landscapes, and meaningful cultural encounters with the Wayuu communities.
Middle Guajira (Media Guajira), home to Cabo de la Vela, blends adventure with tranquility. It has long been a favorite destination for backpackers, kitesurfers, and nature lovers. Its windy shores make it ideal for water sports, while its calm beaches and small inns offer a peaceful retreat for travelers seeking a slow, contemplative experience. Cabo de la Vela has become a symbol of the harmony between tourism and indigenous traditions, where local communities share their crafts, stories, and food.
Lower Guajira (Baja Guajira), which includes the capital Riohacha, presents a more urban and accessible side of the department. With its malecon, beaches, hotels, and cultural markets, it serves as the main gateway for travelers. This zone is where many guided tours begin, providing a soft landing for visitors before they venture into the desert or the northern coast.
Together, these three regions create a diverse and rich tourism ecosystem capable of satisfying different types of travelers, from luxury seekers to backpackers, from cultural tourists to adventure enthusiasts.
A safer travel experience: Reducing scams and protecting foreign visitors
Another important benefit of the Discover La Guajira initiative is its role in reducing scams that previously affected foreign travelers. For years, some visitors reported cases of overcharging, unauthorized tours, or misleading services — problems common in destinations that lack regulated tourism systems. The initiative addresses this by connecting tourists directly with certified guides and verified operators, reducing the risk of falling victim to informal players.
A common scam in the past involved tourists paying in advance for transportation or tours that never materialized or being pressured to hand over additional money once already on the road. By encouraging travelers to book through trusted channels and offering complete, transparent itineraries, Discover La Guajira helps ensure that foreigners no longer “have to give something” just to stay safe or avoid misunderstandings.
The broader goal is clear: To create a travel environment where culture is respected, visitors feel protected, and tourism becomes a sustainable and ethical engine for development.