The “Country of Beauty” will participate in the UK’s most important international tourism fair, taking place from 4 to 6 November in London, alongside ProColombia and a delegation of 32 entrepreneurs.
Colombia will once again be present at the UK’s leading tourism industry event, with a national stand made up of 32 entrepreneurs and key players from the Latin American country’s tourism sector. The participation is supported by ProColombia, the Colombian Government agency that promotes investment, exports, tourism, and the nation brand.
Led by the Ministry of Trade, Industry and Tourism together with ProColombia, this participation reaffirms the country’s commitment to promoting its tourism offering on the global stage. Colombia aims to strengthen its positioning at WTM as an international and sustainable destination, taking advantage of one of the most important showcases on the continent.
As part of this international promotion strategy, Colombia made history at the 2025 edition of the Cannes Lions International Festival of Creativity. For the first time, the country officially competed and achieved a landmark result: three Lions – one Gold, one Silver, and one Bronze.
The award-winning tourism campaigns, which will also be showcased at WTM, stem from a narrative that has become part of the nation’s identity: “Colombia, the Country of Beauty”.
The Gold Lion in Creative Strategy and the Bronze Lion in Creative Data were awarded to Humanimal Tourism, a campaign that transformed the migratory routes of more than 1,200 species into personalised messages for travellers across over 30 countries. Through creativity and technology, Colombia was positioned as a biodiverse destination, emotionally connected and profoundly authentic.
The Silver Lion, in the Brand Experience & Activation category, went to Clues to Hidden Beauty, focused on reactivating airstrips in destinations such as Bahía Solano and Tolú. Using secret coordinates shared with content creators, this campaign invited travellers to discover natural and cultural regions now within reach of both domestic and international tourism.
The impact of these two campaigns is confirmed by the numbers: over 300,000 bookings from 13 different nationalities, a 64% increase in new travellers, presence in more than 30 markets, 535 million impressions, and media coverage worth more than USD 96 million.
“This recognition goes beyond advertising. It proves that Colombia’s narrative as the Country of Beauty has gone beyond words: we took it from the desk to the territory, and from the territory to the world. Today we show that Colombia has a story that excites, inspires, and conquers global stages. This is a Colombia that embraces its diversity, protects its essence, and transforms it into a powerful, authentic, and profoundly beautiful message,” said Carmen Caballero, President of ProColombia.
Tourism in Colombia is experiencing record numbers: in 2024, the country welcomed nearly 7 million non-resident visitors, a growth of around 15% compared to 2023. Between January and July 2025, 3.9 million non-resident travellers arrived, 2.7 million of whom were foreign tourists – representing a 6% increase compared to the same period the previous year. During the first half of 2025, travel and air transport revenues reached USD 5.247 billion, an 11.4% increase compared to 2024.
The delegation present at Colombia’s Country of Beauty stand will include:
- All Rep SAS
- Andes World Travel
- Aventure Colombia SAS
- Avianca
- Aviatur Colombia DMC
- Awake Travel
- Cartagena de Indias Convention and Visitors Bureau
- Colombia Memories SAS
- Colombia Travel Operator
- Colombia57 Tours Travel
- Colombian Journeys S.A.S.
- Compañía Hotelera Cartagena Plaza EM Hoteles
- De Una Colombia Tours SAS
- GHS Global Hospitality Services SAS
- Go and Travel
- Hotel Poblazo Plaza
- Instituto Distrital de Turismo
- Intrepid Travel
- Kiubo Colombia Travel SAS
- Kontour Travel Colombia
- Macondo DMC SAS
- Metropolitan Touring Colombia SAS
- Panamericana de Viaje SAS
- Phoenix Travel Group
- Promotora Neptuno
- Pure Colombia Travel SAS
- Quimbaya Tours SAS
- The Colombian Project
- Unconver Colombia LTDA
- Vaova SAS
- Impulse Travel Colombia
- Wherenext Travel
For more information, visit colombia.travel