Colombia's tourism sector has shattered its own records in the first half of 2026. According to figures released by ProColombia, the country's official tourism and investment promotion agency, international visitor arrivals grew by 23% year-over-year, the strongest growth rate in Latin America and one of the highest globally. For the MICE industry, these numbers tell a story that planners cannot afford to ignore.
The numbers behind the headline
The growth is not concentrated in a single destination or market. Bogotá, Cartagena, and Medellín all recorded double-digit visitor growth, with Cartagena leading at 31% year-over-year. The source markets driving this growth are equally diverse: North America (particularly the United States and Canada), Europe (led by Spain, Germany, and the United Kingdom), and intra-Latin American travel from Mexico, Brazil, and Argentina.
The MICE segment specifically has grown faster than leisure tourism. ProColombia reports that business event arrivals, congresses, conventions, corporate meetings, and incentive programs, grew by 38% in the first half of 2026, driven by new air connectivity, the expansion of convention infrastructure, and Colombia's growing reputation as a safe, sophisticated, and cost-competitive destination.
What is driving the growth?
Three structural factors are behind Colombia's tourism surge. First, air connectivity has expanded dramatically. The Madrid–Cartagena direct route, the Mexico City–Cartagena nonstop, and new services from Miami, New York, and Toronto have made Colombia more accessible than at any point in its history.
Second, Colombia's security situation has improved significantly. The country's major MICE destinations, Bogotá, Cartagena, Medellín, and the Coffee Region, are now considered safe for international travel by the US State Department, the UK Foreign Office, and equivalent agencies in Europe. This has removed a perception barrier that previously deterred risk-averse corporate buyers.
Third, the global travel market has shifted toward authenticity. Post-pandemic travelers, and the corporate buyers who plan their programs, are increasingly skeptical of generic resort experiences. Colombia's cultural richness, biodiversity, and culinary scene offer something that no manufactured resort destination can replicate.
"Colombia is no longer a destination that requires explanation. When we present it to international buyers, the response is no longer 'really?' It is 'finally.'"
— Destinexpo DMC, Business Development Director
Implications for MICE planners: act now
Record visitor numbers have a direct consequence for event planners: increased competition for venue availability, hotel room blocks, and preferred supplier capacity. The window to secure 2027 and 2028 programs at current rates is narrowing. Planners who move early will have access to the best venues, the most competitive pricing, and the widest range of program options.
Destinexpo recommends that planners with programs in the 50–1,000 delegate range begin the RFP process at least 18 months in advance for peak season dates (November–April). We maintain preferred availability with Colombia's top venues and hotel properties, which allows us to secure options that are no longer available through standard booking channels.
