TORONTO — Colombia brought a touch of elegance – and a clear sales message – to Toronto last night, as ProColombia hosted the second stop of its Destination Roadshow 2026 in a chic, high-energy setting designed to connect Canadian travel advisors with top-tier Colombian suppliers.

Taking place at Illuminarium, the evening gathered industry professionals, tour operators and media for a polished networking event that showcased not only Colombia’s tourism diversity, but also its growing importance as a must-sell destination for the Canadian market.

“Canada and Colombia are closer than we think – not just geographically, but in how easily our people connect,” said Juan Sebastian Sanchez Chica of ProColombia during his presentation. “Today, that closeness is reflected in how easy it is to travel between our countries.

In addition to Toronto, the road show stopped in Montreal on April 28 and heads to Vancouver today, April 30.

A DIVERSE DESTINATION

From vibrant cities and rich culinary traditions to tropical coastlines and biodiversity hotspots, Colombia’s appeal lies in its breadth of experiences. During the presentation, Sanchez highlighted the country’s six distinct tourism regions, encouraging advisors to think of them as “six different worlds,” each offering unique landscapes, cultures and itineraries.

He also underscored one of Colombia’s strongest selling points: year-round travel. “We don’t have seasons in the traditional sense,” he noted. “That means your clients can visit anytime and still have a completely different experience depending on where they go.”

This diversity is resonating strongly with Canadian travellers. As outlined in ProColombia data presented during the event, leisure travel dominates the market, accounting for more than 90% of visits, with couples and families making up the majority of travellers. Nature, culture and immersive experiences continue to rank among the top motivators.

SUPPLIER ENGAGEMENT

A central component of the Toronto event was the opportunity for Canadian travel advisors to engage directly with a curated group of Colombian suppliers, each bringing a distinct perspective on the destination’s evolving tourism landscape. From luxury and experiential travel to logistics and niche programming, the range of partners on hand reflected Colombia’s growing sophistication and its ability to cater to a wide spectrum of client needs.

•  All Reps: A global representation company connecting international markets with Colombian tourism products
•  Aventure Colombia: Specialists in sustainable, tailor-made travel experiences across the country
•  Chaska Tours: Focused on culture and nature-based itineraries
•  Colombia Travel Operator: A full-service DMC offering nationwide customised programmes
•  Colombian Details / 5 Senses: Curators of luxury and immersive travel experiences
•  Colombian Journeys: Bespoke itineraries with strong local expertise
•  Faranda Hotels: A recognised hotel group with properties in key destinations
•  Go & Travel: Flexible travel solutions and packaged experiences
•  Hotel Cocoplum Beach: A beachfront property catering to sun-and-sand travellers
•  Impulse Travel: An award-winning company specialising in high-impact, responsible tourism
•  Macondo DMC: Experts in creative, experience-driven itineraries
•  Metropolitan Touring: A leader in upscale and luxury travel across Latin America
•  Miramundo Travel: Group travel and customised programme specialists
•  Panamericana Viajes: One of Colombia’s most established tour operators
•  Papayote DMC: Innovative, authentic and off-the-beaten-path experiences
•  Transfers & Tours: Reliable ground transportation and logistics provider
•  Travel Solutions DMC: Comprehensive travel planning with strong operational support
•  Tucaya Colombia: Specialists in nature, culture and lesser-known regions

Together, these suppliers underscored a key takeaway for advisors: Colombia’s tourism offering is not only diverse but also supported by a mature network of experienced partners capable of delivering everything from high-end bespoke journeys to deeply immersive, community-based travel.

MOMENTUM BUILDING

Colombia’s upward trajectory in Canada shows no signs of slowing. The destination now welcomes millions of international visitors annually, with Canada representing a growing and increasingly valuable source market.

“Beyond the statistics, what really matters are the experiences,” said Sanchez. “This is a place where travellers can discover something new every single day – different climates, ecosystems and cultures, all within one country.”

Canadian travellers are also venturing beyond the traditional hotspots of Bogotá, Cartagena and Medellín, with growing interest in emerging regions and experiential travel, from coffee culture to community-based tourism.

CONNECTIVITY DRIVING GROWTH

Air access continues to be a key driver. Toronto stands out as a major gateway, with strong seat capacity and multiple weekly frequencies connecting travellers directly to Colombia.

Carriers including Air Canada, Air Transat and Avianca maintain consistent service, supported by additional lift from Sunwing and WestJet. In total, the Canada-Colombia market has seen approximately 1,200 annual frequencies and more than 250,000 seats, reinforcing the destination’s accessibility for Canadian clients.

Cartagena, Colombia

TOOLS, TRAINING & FAMS

For travel advisors, the message from ProColombia was clear: support is readily available to help convert interest into bookings.

The organization continues to invest in a suite of trade-focused initiatives, including major annual events such as Colombia Travel Mart, Colombia Nature Travel Mart and Colombia Meetings Travel Mart. These platforms offer advisors direct access to suppliers and in-depth destination knowledge.

Equally important is the Colombia Destination Specialist programme, which provides flexible, multi-platform training designed to deepen product knowledge and boost sales confidence.

“We want to give you the tools to really understand the destination and connect with the right partners,” Sanchez said, noting that advisors can access training modules, marketing assets and destination content across multiple devices – even offline.

FAM trips and immersive experiences also remain a cornerstone of ProColombia’s strategy, allowing advisors to experience firsthand the product they’re selling.

MESSAGE TO THE TRADE

As the Toronto event demonstrated, Colombia is no longer positioning itself as an emerging destination – it is firmly staking its claim as a mainstream, high-potential product for Canadian advisors.

With strong connectivity, diverse experiences and robust trade support, the destination is aligning closely with current travel trends centred on authenticity, sustainability and experiential travel.

For Canadian travel advisors, the takeaway from Toronto was unmistakable: Colombia isn’t just ready to sell – it’s ready to scale.

For more information about Colombia, go to https://colombia.travel/en.

Lead image caption: ProColombia’s Juan Sebastian Sanchez Chica at the Toronto stop of a three-city roadshow in Canada, April 29, 2026