For the first time, Colombia has positioned itself as the number one destination in South America after recording growth of more than 56% in the tourism sector during 2025, according to official figures from the Ministry of Trade, Industry, and Tourism. This achievement not only consolidates tourism as one of the key engines of the national economy but also reshapes the country’s image on the international stage.
The announcement was made in January 2026 during the launch of the campaign “Discover the Diversity of Colombia, the Country of Beauty”, a strategy aimed at showcasing the nation’s natural, cultural, and gastronomic wealth to the world. In this context, Minister Diana Marcela Morales Rojas highlighted that this performance places Colombia as a regional leader, the third most visited destination in Latin America, and among the world’s top 20 countries in tourism growth.
Tourism growth in Colombia in 2025 marks a turning point
Between January and September 2025, Colombia experienced an unprecedented increase in visitor arrivals, driven by a combination of factors: Greater flight connectivity, strengthened infrastructure, international promotion campaigns, and a renewed perception of safety. In addition, between August 2022 and November 2025, more than 21 million nonresident visitors entered the country, representing a 138% increase compared to the previous period.
This surge has allowed Colombia to surpass traditionally strong regional destinations such as Brazil, Argentina, and Peru, positioning itself as South America’s leading tourism reference. Cities such as Cartagena, Medellin, and Bogota continue to top travelers’ preferences, while regions such as the Coffee Cultural Landscape, the Pacific coast, and the Amazon are gaining momentum thanks to the rise of ecotourism and authentic experiences within local communities.
Diversifying the tourism offer has been key. Today, Colombia attracts visitors not only with its beaches and historic centers, but also through gastronomic routes, nature tourism, birdwatching, and cultural experiences that connect travelers with the country’s identity.
Bogota leads domestic tourism while Cartagena remains the Caribbean favorite
The tourism boom is reflected not only in national figures but also in the performance of major cities. In 2025, Bogota became the most visited city in Colombia, surpassing traditional destinations such as Cartagena and Medellin. The capital welcomed more than 14 million tourists — both domestic and international — throughout the year, consolidating its role as the country’s main gateway.
In terms of international tourism, Bogota recorded 1,734,681 foreign visitors between January and November 2025, representing a 2.8% increase compared to the same period in 2024. These results highlight the city’s strengthening position as a cultural, gastronomic, and events hub, as well as its strategic role as an air transport center.
Cartagena de Indias, meanwhile, ranked second among the most visited cities in the country. In 2025, it received more than 1.2 million international tourists, consolidating its status as Colombia’s most attractive coastal destination. This was complemented by strong domestic tourism, especially during peak seasons such as Holy Week and the end-of-year holidays, allowing the city to maintain steady growth driven by its historical charm and beach offerings.
Factors behind regional leadership
In recent years, the country has invested in airport modernization, road improvements, and the expansion of digital connectivity, making it easier to access destinations that were previously less explored. At the same time, international promotion strategies have helped change narratives, presenting Colombia as a diverse, vibrant, and safe destination.
Another decisive factor has been the commitment to sustainable tourism. More and more travelers are seeking environmentally responsible experiences that benefit local communities, and Colombia has successfully capitalized on this trend through natural parks, ecological reserves, and community-based tourism projects that generate positive social impact.
However, rapid growth also brings challenges. Protecting fragile ecosystems, expanding hotel capacity in emerging destinations, and ensuring balanced tourism development will be key to maintaining regional leadership in the long term.