TORONTO — Colombia reinforced its commitment to the Canadian market with the successful completion of the Destination Colombia Roadshow 2026, a three-city trade initiative designed to reinforce the country as a priority destination.

Organized by ProColombia, the country’s tourism promotion agency, the roadshow took place from April 28–30, making stops in Montreal, Toronto and Vancouver. The initiative brought together 17 Colombian tourism companies and approximately 300 Canadian travel industry professionals, further strengthening Colombia’s position as an increasingly important destination for Canadian travellers.

More than 100 travel advisors, tour operators, airline partners, media and tourism stakeholders attended events in both Montreal and Toronto, while approximately 80 participated in Vancouver. In all, the roadshow generated more than 5,000 business meetings between Colombian tourism providers and Canadian partners. The program also featured presentations and networking sessions.

The event also highlighted the role of longstanding aviation and tourism partners in strengthening connectivity between Canada and Colombia. Participating organizations included Air Canada, Air Transat, Avianca, Copa Airlines and AmaWaterways, which recently launched Colombia’s first luxury river cruise operation.

“This roadshow reflected our commitment to the Canadian market, which continues to show strong potential for growth,” said Carmen Caballero, President of ProColombia. “By connecting our tourism partners directly with Canadian travel professionals, we created opportunities to build trust, share knowledge, and ultimately drive more travelers to Colombia.”

Participating suppliers included: All Reps, Aventure Colombia, Chaska Tours, Colombia Travel Operator, Colombian Details / 5 Senses, Colombian Journeys, Faranda Hotels, Go & Travel, Hotel Cocoplum Beach, Impulse Travel, Macondo DMC, Miramundo Travel, Panamericana de Viajes, Papayote DMC, Transfers & Tours, Travel Solutions DMC and Tucaya Colombia.

EMERGING TRAVEL TRENDS

A key focus of the roadshow was Colombia’s diversification across several high-growth tourism sectors. Presentations highlighted opportunities in sustainable tourism, community-based tourism, luxury travel, culture, wellness, nature and adventure, sun and beach holidays, cruise and nautical experiences, as well as Meetings, Incentives, Conferences and Exhibitions (MICE).

Representatives from tourism regions across the Greater Colombian Caribbean, the Western Colombian Andes and the Eastern Colombian Andes demonstrated the country’s ability to offer multi-region itineraries that combine varied landscapes, cultures and experiences within a single trip.

The roadshow also incorporated immersive destination experiences designed to bring Colombia’s tourism assets to life. Interactive activations and large-format visual presentations enabled attendees to explore the country’s biodiversity, cultural attractions and landscapes in a highly engaging format. Organizers reported that these experiential elements were among the most positively received aspects of the events.

“Canadian travelLers are increasingly seeking experiences that are meaningful, diverse, and authentic,” Caballero explained. “With year-round tropical weather and convenient direct flights of just five hours, Colombia is uniquely positioned to meet that demand. The ‘Country of Beauty’ naturally brings all these elements together, allowing Canadian travellers to easily combine multiple regions and experiences in a single journey, from Caribbean beaches to Andean culture and biodiversity-rich landscapes.”

TOURISM MOMENTUM CONTINUES

According to ProColombia, the country has seen unprecedented growth in recent years, welcoming approximately six million international visitors annually and reaching roughly 22 million visitors between August 2022 and December 2025.

Industry leaders attribute this growth to long-term investments in tourism infrastructure, expanded air connectivity and increasing international awareness of Colombia as a destination offering a broad range of experiences.

Canada remains an important contributor to that growth and is now ranked among Colombia’s top 12 international source markets. In 2025, Colombia welcomed more than 151,000 Canadian visitors. Leisure travel accounted for 92.4% of arrivals, with couples and families representing the largest visitor segments. Canadian travellers continue to be drawn to authentic cultural experiences, nature-based tourism and immersive travel opportunities.

Peak travel periods from Canada occur during January, February, July and December, underscoring growing year-round demand for Colombia among Canadian holidaymakers.

NEW TOURISM PRODUCTS

The roadshow also served as a platform to introduce new tourism developments and emerging travel experiences.

Among the headline developments was the opening of the Four Seasons Hotel and Residences Cartagena, reflecting continued investment in Colombia’s luxury hospitality sector.

Industry partners also highlighted the first anniversary of river cruising on the Magdalena River, an initiative developed by AmaWaterways. The itineraries connect destinations including Cartagena and Barranquilla while incorporating stops in historic communities such as Mompox. 

“This is a defining moment for Colombia’s tourism industry,” Caballero noted. “We are not only seeing growth in visitor numbers, but also in the quality and diversity of experiences we offer, from luxury and wellness to community-based and sustainable tourism.”

For more information, go to www.Colombia.travel. To enroll in the new Colombia Specialist Program or contact the Tourism Promotion Lead based in Toronto, contact Juan Sebastán Sanchez at jusanchez@procolombia.co.