Organized by ProColombia, the Destination Colombia Roadshow 2026 will take place on April 28 in Montreal, April 29 in Toronto and April 30 in Vancouver.

Carmen Caballero, President, ProColombia, says the multi-city event for ‘The Country of Beauty’ will bring Colombia’s tourism momentum to Canada. Travel professionals are invited to connect with suppliers to learn more about Colombia’s most dynamic and fast-growing tourism offerings.

Some 18 leading Colombian tourism companies are taking part in the roadshow, ready to meet with Canadian travel advisors, tour operators, airlines and media  through a series of tailored presentations, networking opportunities and pre-scheduled one-on-one business meetings.

The objective: to strengthen Colombia’s positioning in the Canadian market while promoting long-term commercial relationships and increasing destination knowledge among key industry stakeholders.

“This roadshow reflects our commitment to the Canadian market, which continues to show strong potential for growth,” says Caballero. “By connecting our tourism partners directly with Canadian travel professionals, we are creating opportunities to build trust, share knowledge, and ultimately drive more travellers to Colombia.”

Participating companies include 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, Metropolitan Touring, Miramundo Travel, Panamericana de Viajes, Papayote DMC, Transfers & Tours, Travel Solutions DMC and Tucaya Colombia.

Bogotá (photo courtesy of ProColombia)

“MEANINGFUL, DIVERSE AND AUTHENTIC”

Caballero says the roadshow will highlight a wide range of high-growth segments, including sustainability, community-based tourism, luxury travel, culture, sun and beach, wellness, nature and adventure, cruise and nautical experiences, as well as Meetings, Incentives, Conferences, and Exhibitions (MICE).

Special emphasis will be placed on key regions such as the Greater Colombian Caribbean, the Western Colombian Andes, and the Eastern Colombian Andes, which continue to see strong demand from North American travellers.

“Canadian travellers are increasingly seeking experiences that are meaningful, diverse, and authentic,” says Caballero. “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.”

The Colombian wax palm is the world’s tallest palm species – and Colombia’s national tree (photo courtesy of ProColombia)

TOURISM GROWTH & INTERNATIONAL RECOGNITION

The Destination Colombia Roadshow 2026 takes place against a backdrop of sustained tourism growth. Colombia has welcomed around six million international visitors annually in recent years, reaching approximately 20 million visitors over the past four years.

Enhanced infrastructure, improved connectivity and increasing global awareness have all contributed to the country’s upward trajectory. Reflecting tireless efforts and hard work from tourism stakeholders and more, Colombia is thriving in the global tourism industry as a safe, accessible and experience-rich destination.

INNOVATION & NEW TRAVEL EXPERIENCES

Colombia’s new and emerging experiences include the expansion of luxury hospitality offerings, highlighted by the upcoming opening of the Four Seasons Hotel and Residences Cartagena.

In addition, river cruising along the Magdalena River – developed by AmaWaterways – is creating a new way to explore Colombia. These itineraries connect destinations such as Cartagena and Barranquilla, with immersive stops in historic towns like Mompox, combining culture, history and sustainability.

“This is a defining moment for Colombia’s tourism industry,” says Caballero. “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.”

STRENGTHENING TRADE THROUGH EDUCATION & PARTNERSHIPS

Beyond commercial engagement, Colombia continues to invest in education and training for the Canadian travel trade.

A dedicated program developed in partnership with TravPro enables travel advisors to become certified Colombia specialists, strengthening their ability to promote and sell the destination.

Caballero says these efforts, combined with in-person initiatives like the Destination Colombia Roadshow, are part of a broader strategy to build long-term partnerships and ensure that Canadian travel professionals are equipped with the tools and insights needed to respond to evolving traveller demand.

Capilla de la Medalla Milagrosa in Cali (photo courtesy of ProColombia)

A KEY MOMENT FOR COLOMBIA IN CANADA

With strong tourism growth, increasing global recognition, and a rapidly evolving product offering, Colombia is entering a new phase in its international positioning. The Destination Colombia Roadshow 2026 underscores the country’s commitment to the Canadian market and its intention to build deeper, more strategic relationships with travel industry partners.

For Canadian travel advisors, the roadshow represents an opportunity to engage directly with Colombia’s top suppliers and discover a destination that continues to evolve, offering authentic, diverse and high-quality experiences for today’s global traveller.

For advisors looking to expand their portfolio, ProColombia invites agents to connect with its Toronto office, where a dedicated tourism specialist is available to support inquiries and help travel advisors confidently sell Colombia.

To register for the Destination Colombia Roadshow 2026, click here.