Next Wednesday, January 21 at 2.30 pm, Colombia will officially inaugurate its stand at the International Tourism Fair (FITUR) 2026 in IFEMA MADRID. The event will be chaired by the ambassador of Colombia in Spain, Eduardo Ávila Navarrete; the president of ProColombia, Carmen Caballero, the deputy minister of tourism, Juan Sebastián Sánchez Dederle, and the director of foreign investment, Sofia Carolina Cañon Valbuena.
Under the brand ‘El País de la Belleza’, Colombia arrives at FITUR 2026 with its largest delegation registered to date, composed of 59 entrepreneurs, 11 regional entities, 14 accommodation establishments and 34 tour operators. This bet, led by the Ministry of Commerce, Industry and Tourism and executed by ProColombia, with the accompaniment of the Embassy of Colombia in Spain and the Ministry of Foreign Affairs of Colombia, reinforces the strategy to position the country as a diverse, competitive and inclusive destination in the European market, with special focus on Spain.
The Colombian delegation will present an integral offer that covers sun and beach, culture, nature and adventure, LGBTQ+ tourism, romance, wellness, meetings, luxury and community tourism, representing the six tourist regions of the country: Great Colombian Caribbean, Colombian Eastern Andes, Colombian Massif, Colombian Pacific and Amazonia-Orinoquía Colombiana. This selection responds to the prioritized demand of the Spanish market, identified from the work of the ProColombia Commercial Office in Spain.
Colombia will also use FITUR 2026 to strengthen its new offer in cruise and nautical tourism, highlighting the potential of the ports of the Greater Colombian Caribbean and the Colombian Pacific, and its vision of a tourism for all.
Colombia’s participation in FITUR is based on the solid results achieved in recent years. Between August 2022 and October 2025, the country received more than 20.8 million non-resident visitors, representing a growth of over 125% compared to the 2018-2021 period. In that same momentum, between August 2022 and May 2025, tourism generated nearly USD 24 billion in foreign exchange for the national economy.
The performance in recent editions of FITUR reinforces this trend: in 2025, Colombia reached USD 35.8 million in business expectations, the highest figure in its history at the fair, with 932 commercial appointments and a record delegation of 49 actors. In 2024, USD 32 million in business expectations and 874 appointments were achieved, while in 2023 business expectations amounted to USD 15.6 million, 85% more than in 2022.