Colombia held nearly 1,000 business meetings at FITUR 2025
Colombia held nearly a thousand international business meetings and made important contacts with key tour operators at FITUR 2025. In addition, according to data from ProColombia, at the trade fair the country achieved the greatest success recorded in terms of generating business expectations by its business delegation, with 35.8 million dollars, compared to 32 million in 2024.
Colombia's stand at the last edition of FITUR was the setting for 932 business meeting with countries such as Spain, Germany, Switzerland, Italy, the United Kingdom, France, the United States and Mexico, with the largest delegation ever brought to the trade fair by Colombia, comprising 49 industry key players, including tour operators, accommodation establishments and regional entities.
ProColombia explained that "over the three days of professional trade visitors, important meetings were held with key tour operators such as TUI and Nuba, as well as with the airlines Edelweiss, Latam, Avianca, World2Fly (which in December launched the Madrid-Cali route), Neos (which recently inaugurated the Milan-Cartagena route), and Iberia, with whom a memorandum of understanding was signed".
Likewise, "meetings took place with strategic actors such as Viajes El Corte Inglés and it accompanied the international launch of Paipa as the venue for Termatalia 2025". A day to promote Colombia as a sustainable investment destination was also held at the headquarters of the Spanish Confederation of Business Organisations, a meeting that brought together more than a hundred businessmen and representatives of institutions with interests in Colombia.
Promotion of cultural tourism
Colombia's proposals at the fair included the promotion of cultural tourism, inspired by the global impact of the launch of the Netflix series One Hundred Years of Solitude. In this framework, 15 companies designed experiences based on the work, two of which were present at the trade fair (Destino Colombia and the Instituto Distrital de Turismo de Bogotá). The Commemoration of the 500th anniversary of Santa Marta, the oldest city in Colombia, with a focus on its cultural and historical richness. And the twinning of Santa Marta and Seville, which will further strengthen the cultural and cooperative ties between the two cities.
Spain, a key market for Colombia
Spain is a strategic partner and a key market for Colombia: it is the main European source of tourists to Colombia with 82 weekly flights. Between January and October 2024, more than 131,000 Spanish visitors travelled to the country, 11% more than during the same period last year. The most visited cities include Bogotá, Medellín and Cartagena.