ProColombia is behind the European Tourism Workshop: Colombia, the Country of Beauty, which will be held in Stockholm on June 8-9. The purpose of the workshop is to further strengthen Colombia's position as a destination in the European market and create new business opportunities within tourism. The event is expected to bring together 16 tourism companies from Colombia who will hold individual meetings with 25 European tour operators and buyers from Sweden, Norway, Denmark, Finland, Turkey, Ireland, Belgium, Portugal, Italy, Czech Republic, Poland, Romania, and the Netherlands, among others.

ProColombia, the Colombian entity responsible for promoting foreign investment, exports outside the mining and energy sectors, tourism, and the country's brand, announces that the first edition of the European Tourism Workshop: Colombia, the Country of Beauty will be held at the beginning of June, with Sweden hosting the event for the first time.

The initiative clearly signals a focus on the Swedish market, with particular attention to the Nordic region and new European markets. The workshop will be an important tool for strengthening Colombia's international position as a destination and creating new business opportunities between the Colombian tourism industry and European travel operators. The initiative is based on extensive preparatory and selection work carried out by ProColombia on both sides of the Atlantic.

– Through this event, Colombia, a land of beauty, wants to position itself as a destination offering authentic, sustainable, and tailor-made experiences. Behind this initiative is a strong value chain that is well-prepared for the international market after extensive work by the organisation, says Carmen Caballero, President of ProColombia.

Colombia's ambassador to Sweden, Guillermo Reyes González, highlights the growing importance of tourism as one of the main drivers of the country's economic development. He emphasises the record levels achieved in both tourism revenue and the number of international visitors who have discovered Colombia's biodiversity, beaches, the Amazon region, and the country's national parks.

– Colombia offers some of Latin America's most attractive destinations, and interest from this region is steadily growing. Therefore, the event will be an important opportunity to present Colombia's tourist offerings and strengthen awareness of the destination in the Swedish market and within the travel industry, says Guillermo Reyes González.

Representatives from the business community are arriving in Stockholm with clear agendas and several strategic meetings already scheduled, aiming to create new business opportunities and increase awareness of Colombia as a destination. The 16 participating companies – 15 tour operators and one hotel – will meet 25 European companies from strategically selected markets identified through ProColombia's various trade offices across Europe.

Opening ceremony with Nordic participation

The programme begins with an official opening ceremony, attended by the Colombian ambassadors to Sweden, Norway, Denmark, and Finland, along with representatives from ProColombia and the Colombian delegation. This is followed by a knowledge session for exporters, focusing on providing participants with in-depth insight into market trends and traveller profiles in the relevant markets. Subsequently, individual business meetings between the companies will commence.

The Colombian delegation includes tour operators, Destination Management Companies (DMCs), specialist agencies, and a well-known hotel, reflecting a broad and high-quality tourist offering tailored to the trends and needs of the European market.

Companies such as Macondo DMC, Kontour Travel, Aventure Colombia and Go and Travel are leaders in tailor-made travel, offering personalised experiences that combine culture, nature and new destinations. Meanwhile, Green Travel, Ecodestinos, Chaska Tours, Andes World Travel and Outlanders stand out through their focus on sustainable tourism, nature and adventure trips, including trekking and experiences in more authentic regions.

The offering is complemented by companies such as Colombian Journeys, Panamericana de Viajes, Impulse, Travel Solutions, Incentivamos, and Miramundo, which offer trips within the leisure, luxury, corporate, and incentive segments tailored to different target audiences and traveller profiles. Hotel Isla del Encanto, meanwhile, contributes with experience-based accommodation in Colombia's Caribbean region – a perfect complement to nature and culture-inspired trips.

Colombia's strong development in tourism

Tourism continues to grow steadily and has become an important driver of Colombia's economic development. In 2025, the country welcomed over 5.9 million international visitors (non-resident visitors), of which 4.4 million were foreign tourists. Tourism revenue amounted to 11.17 billion USD, representing an increase of 9.4 percent compared to 2024. For three consecutive years, between 2023 and 2025, ProColombia has been named South America's leading tourism promotion organisation at the World Travel Awards and is once again nominated in 2026.

Since 2023, Colombia has strengthened its international position through the country branding campaign "Colombia, the Country of Beauty" – a global initiative developed to promote tourism, attract foreign investment, and boost exports outside the mining and energy sectors. The campaign highlights Colombia's natural and cultural diversity and is being implemented in priority international markets through a coordinated communication strategy.

The six regions under consideration are:

• Greater Colombian Caribbean – culture, beaches, nature and cruise tourism
• Colombian Pacific – biodiversity, gastronomy and cultural experiences
• Western Andes (Coffee Region) – coffee culture, landscapes and rural tourism
• Eastern Andes – history, high-altitude ecosystems and urban experiences
• Colombian Massif – Archaeological Heritage and Indigenous Cultures

Amazon–Orinoco Region – nature, wildlife and conservation.