Colombia is participating in FITUR 2026 with its largest ever delegation
Colombia will be present at FITUR 2026 with the largest delegation in its history and an agenda focused on business, inclusion and new experiences. The country is participating at the trade fair with 59 entrepreneurs and a prioritised offer for Spain, backed by three years of historic results in tourism. According to Carmen Caballero, president of ProColombia, the International Tourism Fair, being held at IFEMA MADRID from 21 to 25 January, "has established itself as a strategic platform for positioning Colombia in the European market".
Madrid will once again be the stage for Colombia to showcase the best of "The Land of Beauty". At FITUR 2026, the most important tourism showcase for the Ibero-American market, the country will participate with its largest ever delegation: 59 tourism entrepreneurs, 11 regional entities, 14 accommodation establishments and 34 tour operators, in a bid led by the Ministry of Commerce, Industry and Tourism and executed by ProColombia to continue consolidating Colombia as a diverse, competitive and inclusive destination.
"FITUR has established itself as a strategic platform for positioning Colombia in the European market. Our presence in 2026 reflects the detailed work with the regions and the private sector, and comes backed by historic results in terms of visitor growth and foreign exchange generation, which confirm that tourism is a key driver for the country’s economy," said Carmen Caballero, president of ProColombia.
The Colombian delegation will present a comprehensive offer in sun and beach, culture, nature and adventure, LGBTQ+ tourism, romance, wellness, meetings, luxury and community tourism, representing the country’s six tourist regions: Greater Colombian Caribbean, Western Colombian Andes, Eastern Colombian Andes, Colombian Massif, Colombian Pacific and Colombian Amazon-Orinoco. This selection responds to the prioritised demand of the Spanish market, identified through the work of ProColombia's Commercial Office in Spain.
In addition, Colombia will be taking advantage of FITUR 2026 to boost its new offer in cruise and nautical tourism, highlighting the potential of the ports of the Greater Colombian Caribbean and the Colombian Pacific, as well as its vision of tourism for all, which promotes inclusion with non-discrimination on the basis of sexual orientation, gender identity, origin or disability status.
Great projection at FITUR
The country's participation in FITUR is based on the results achieved over the last three years. Between August 2022 and October 2025, Colombia welcomed more than 20.8 million non-resident visitors, representing a growth of more than 125% compared to the 2018-2021 period. In the same momentum, between August 2022 and May 2025, tourism generated close to 24 billion dollars in foreign exchange for the national economy.
Colombia's performance at recent editions of FITUR supports this projection. In 2025, the country registered 35.8 million dollars in expected business, the highest figure in its history at the trade fair, made 932 business appointments and participated with a record delegation of 49 industry players. In 2024, 32 million dollars in expected business was registered and 874 appointments were held, while in 2023 expectations reached 15.6 million dollars, 85% more than in 2022.