Colombia showcases its tourism offering and promotes the country at iconic landmarks in London | News
Colombia is participating in the World Travel Market (WTM) 2025, one of the world’s most important tourism events, with a delegation of 32 business representatives showcasing the country’s diversity and competitiveness. The participation, which will take place from November 4 to 6 in Excel London, aims to boost Colombia’s international promotion and consolidate its position as a world-class sustainable destination.
The delegation consists of 26 tour operators, 3 accommodation providers, 2 tourism organizations and one airline (Avianca). In recent years, Colombia’s presence at this trade fair has grown steadily, with an increase of 23% in 2025 compared to ten years ago – a testament to 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 that travels with us serves as an ambassador of a diverse, innovative Colombia that recognizes the importance of preserving its natural and cultural heritage,” said Carmen Caballero, President of ProColombia.
“We are also strengthening our participation with a campaign in London that will bring the message of Colombia, the Land of Beauty, to millions of people, making the country one of the most inspiring destinations in the world,” she added.
Outdoor promotional campaign in London
Complementing its presence at WTM, ProColombia will launch an outdoor promotional campaign at key landmarks in the British capital, aiming to raise awareness of the story ‘Colombia, the land of beauty’ among international audiences.
The selected sites were chosen for their high visitor numbers and visibility among professionals, travelers and a global audience:
• Canary Wharf (London Roadside): London’s financial center, offering ample visibility to executives and business travelers.
• Notting Hill – The Portobello Star (London Roadside): An iconic, culturally vibrant area with heavy tourist traffic.
• London Underground – Digital runways and digital gateway at Charing Cross: Key underground locations including Charing Cross – at the heart of Trafalgar Square and the West End – provide exposure to a global audience.
The British market: key to growth
The United Kingdom is one of the main sources of incoming travelers in Colombia. In 2024, more than 58,600 Britons visited the country, an increase of 4.6% compared to 2023. Between January and August 2025, this number already exceeded 41,800 travelers, an increase of 5.4%. The most popular destinations among British visitors are Bogotá, Medellín, Cartagena, Cali and Santa Marta.
The two countries are connected by seven weekly flights, with a total of 2,000 seats, strengthening air connectivity between the markets.
Historical figures for Colombian tourism
Colombian tourism is experiencing a historic moment. In 2024, the country welcomed nearly 7 million non-resident visitors, an increase of 15% compared to 2023. In the first half of 2025, travel and air transport revenues reached $5.247 billion – an increase of 11.4% compared to the same period the year before.
Between August 2022 and August 2025, Colombia received 19.4 million non-resident visitors, an increase of 126% compared to the 2018-2021 period. Air connectivity has also been expanded with 68 new international routes, more than 39 million available seats and 28 airlines now connecting Colombia to 29 countries and 54 international destinations.
In 2025, ProColombia was recognized as South America’s Leading Tourism Board for the fifth time at the World Travel Awards, while the country received 11 additional nominations, including Leading Green Destination, Leading Culinary Destination and Leading White Destination.
