The Colombia Más Competitiva program, funded by Swiss cooperation, has revitalized tourism in various national destinations by strengthening businesses and boosting visits. Regions like Quindío, La Guajira, Huila, and Magdalena stand out for their unique attractions and progress in sustainability. Significant growth is projected for the sector by 2025.
The Colombia Más Competitiva program, implemented by Swisscontact and funded by the Swiss Embassy's Economic Cooperation and Development in Colombia, aims to enhance sustainable tourism across the country. The World Travel and Tourism Council forecasts a 5.3% growth in tourism GDP over the next nine years. This initiative has coordinated efforts among public, private, and local community sectors to develop experiences that create jobs and safeguard cultural and natural heritage.
Quindío is noted for its cordilleran landscapes and as part of the Coffee Cultural Landscape, a UNESCO World Heritage site, offering activities such as rural experiences, birdwatching, gastronomy, and trekking. La Guajira highlights its ancestral heritage, ethnic diversity, and unique sea-and-desert scenery, with 55% of second-phase participants being women. In Huila, the San Agustín archaeological site, one of Latin America's most significant, experienced a 136% rise in international tourists, with an average spend of $1.7 million pesos per visitor.
Magdalena, a hub of culture, nature, and magical realism, saw a 169% increase in tourism spending, supporting 83 businesses in digitalization and new product development. Company revenues grew by 61.49%, and tourism service incomes by nearly 50%. Swiss Ambassador Eric Mayoraz stated: "Colombian tourism is entering a new phase: more sustainable, more competitive, and deeply connected to its territories."
The Ministry of Commerce, Industry, and Tourism anticipates 21.7 million traveler movements by the end of 2025, providing relief after the pandemic era. Mayoraz added: "Today, Colombia not only attracts more travelers: it is creating valuable experiences that generate employment, empower women entrepreneurs, and actively contribute to protecting the country's natural and cultural heritage."
