The beautiful but underrated country that's become a new favourite among tourists

Colombia is quickly shedding its status as one of Latin America's best-kept secrets, emerging as a global tourism hotspot in 2025. According to the Colombian Association of Travel and Tourism Agencies (Anato), international tourism to the country surged by 9.2% in the second quarter of 2025, defying global trends and reinforcing its reputation as a top-tier destination.

The country recorded 310,666 international flight bookings between April and June, a testament to Colombia's growing appeal as a destination that blends Caribbean coastlines, lush jungles, vibrant cities, and rich cultural heritage. The US led the way in tourist arrivals, accounting for nearly 40% of all incoming travellers, followed by Mexico and Chile.

"This sustained growth highlights how Colombia is not just trending, it's becoming a reliable choice for international travellers," said Paula Cortés Calle, executive president of Anato.

"We're seeing a pattern of short-term booking behaviour, with most travellers planning trips no more than three months in advance."

The tourism boom comes amid positive economic signals. While global GDP growth has stalled at 1.1%, Colombia's economy grew 2.7% in the first quarter of 2025.

Tourist spending is also on the rise, up around 5% in 2024, with further increases expected despite global predictions of a 22% drop in spending for low-income economies by 2030.

Among Colombia's destinations, San Andres Island posted a remarkable 45% growth in ticket sales, thanks to its turquoise waters and improved connectivity.

Medellín, once overshadowed by its past, grew 15%, now praised for its innovation, gastronomy, and welcoming culture. Meanwhile, Bogotá and Cali saw modest gains of 0.7% and 2.5%, potentially reflecting stiffer international competition.

As Colombia positions itself as a rising star on the global tourism map, the challenge will be to maintain momentum while ensuring sustainability and equitable benefit for local communities.

Beyond the numbers lies a deeper story, of resilient entrepreneurs, revitalised cities, and travellers rediscovering a country long overlooked, now fully embraced.