Colombia: “The Country of Beauty” at ITB China 2025
This year at ITB China, Colombia is promoting itself as an experience that stays with travellers, long after the journey ends. A destination that leaves you coming back for more.
Located at the northern tip of South America and standing as a gateway to the continent, Colombia captivates travellers from around the world with its vibrant cities, rich cultural heritage, and breathtaking natural diversity.
Under the slogan “The Country of Beauty”, Columbia is recognised as one of the most biodiverse countries on the planet. It offers a mosaic of ecosystems — from the towering Andes and sun-kissed Caribbean beaches to the lush Amazon rainforest, often referred to as the “lungs of the world.” It is a haven for explorers, nature lovers, and those seeking authentic, awe-inspiring experiences.
Iconic destinations like Cartagena, a UNESCO World Heritage Site, enchant visitors with colonial architecture and coastal charm. Colombia’s urban centers are thriving hubs of innovation, culture, and business. Cities such as Bogotá, Medellín, and Cali have become magnets for talent, creativity, and investment, serving as a dynamic connection to the rest of Latin America.
In the UNESCO-recognised Coffee Cultural Landscape, travellers can immerse themselves in centuries-old traditions and world-renowned flavours, all framed by rolling mountains and the warm local hospitality Columbia is known for. With their resilience and genuine kindness, Colombians often turn encounters into lasting connections.
Visitors to ITB China can learn more on Colombia’s stand at the show this year.
