Colombia continues to strengthen its international position in the tourism sector after winning Gold and the Grand Prix at the Japan World Tourism Film Festival, one of the most important global platforms for audiovisual destination promotion. This recognition marks a milestone, as it is the first time a Latin American country has received the top award in this specialized circuit.
The distinction was awarded to the campaign “Discover the diversity of Colombia, the Country of Beauty,” a strategy that has captured international attention thanks to its narrative and visual approach. This achievement not only positions the country as a leader in tourism marketing but also reinforces its commitment to tourism as a key economic driver.
Discover the diversity of Colombia: The campaign that earned the country Gold and the Grand Prix in Japan
The award-winning audiovisual piece focuses on showcasing Colombia’s natural, cultural, and human richness through stories that travel across different regions. Its narrative highlights biodiversity, traditions, and unique experiences, integrating landscapes, communities, and cultural expressions into a single compelling storyline.
The campaign’s impact has been significant since its launch. In its first month, it reached more than 70 million views across media outlets, digital platforms, international fairs, and spaces such as airports. This reach demonstrates the effectiveness of a strategy that combines storytelling with high-quality audiovisual production.
The recognition in Japan included two of the festival’s most prestigious awards: Gold for Best Tourism Production in the World for a country and the Grand Prix, given to the best piece among all participants. With this, Colombia outperformed countries with strong tourism promotion track records such as Switzerland, Spain, and Saudi Arabia.
Impact on tourism and international projection
This achievement adds to the steady growth of tourism in Colombia in recent years. Between August 2022 and December 2025, the country welcomed around 22 million non-resident visitors, of which 14.8 million were international tourists. These figures represent a 138% increase compared to previous periods, consolidating the sector as one of the most dynamic in the economy.
The effects of these strategies are also evident in regions that historically had lower visibility. Departments such as La Guajira, Vichada, and Choco have recorded increases of over 100% in international tourist arrivals, driven by the promotion of less traditional destinations.
Beyond the economic impact, the recognition strengthens Colombia’s image on the global stage. International authorities have highlighted that achievements like this help strengthen cultural ties and spark interest in visiting the country, particularly in markets such as Asia.
A benchmark in tourism storytelling
Beyond the awards received, the campaign stands out as an example of how audiovisual content can transform the perception of a destination. Its approach goes beyond showcasing landscapes, building narratives that emotionally connect with audiences.
This victory in the international tourism film circuit reaffirms the country’s strategy of investing in creativity and innovation to attract visitors. With this recognition, Colombia opens new opportunities to continue projecting its diversity to the world, strengthening its cultural identity, and expanding its reach in increasingly competitive global markets.
@juan.david.rojas98 La campaña Descubre la Diversidad de Colombia, El País de la Belleza propone una nueva forma de mirar el país. 💛💙❤️ #colombia #viralreels❤️ #tiktok #tiktokviral #video ♬ sonido original – Juan David Rojas