Why you can feel confident recommending Colombia
Colombia has historically had a bad rap when it comes to safety and infrastructure, but off the back of a recent “remarkable” resurgence in tourism, we speak to the experts – including an agent who’s recently returned from a holiday (including some self-drive) – to bust some myths around travel to the “Country of Beauty”.
Safety and security often come up when clients are considering visiting Colombia – maybe even some agents feel unsure about recommending it – but since the country’s decades-long civil war ended in 2016 and a peace agreement was reached, it has become a much safer and more stable destination. Colombia welcomed a record 5.9 million non-resident visitors in 2023 – a 24.3% increase on the previous year. And Intrepid Travel has seen a “steady increase” in bookings to Colombia from UK passengers last year compared to 2022.
“The tourism promotion strategy has the power to give new meaning to the violent past and transform it to encourage visitors, and even locals, to get closer to history through education,” says Carmen Caballero, president of ProColombia (the tourist board). “We view tourism as a catalyst for the growth and progress of Colombia’s regions, and with the national government, our aim is to showcase Colombia and its diverse territories as a true nexus of vitality and prosperity.”
Tour operators seem to feel the same way. Hernan Acevedo, general manager for Colombia at Intrepid Travel, says: “Concerns about safety were valid over 20 years ago, when even Colombians faced significant challenges traveling safely by car within their own country.
“But Colombia has made remarkable progress in recent years. It has implemented extensive measures to improve security, resulting in a much safer environment for both locals and tourists. Travellers often tell us they are surprised by how safe and comfortable they feel in Colombia, and today, the country is one of the most popular travel destinations in South America, attracting millions of tourists every year.”
Michelle Hughes, relationship manager at Travel Counsellors/Holidaysplease, who visited Colombia last March (see her first-person account of her holiday in Colombia below), says: “The whole two weeks, we never felt in any danger. Everyone we met was so grateful for our visit and wanted us to have the best experience. Colombians are very proud of their country – it is truly stunning and such great value. We would definitely return and see other parts.”
Top tips for agents
Here, we suggest how you can best tackle typical client queries about Colombia.
Client Q: Why should I visit Colombia?
A: Do the training: “Training is key – read about the country, watch tourist board videos, speak to specialist tour operators selling the destination,” advises Hughes. “Speak to people who have been there – they can then explain the beauty of this country and what it offers to so many different travellers. “Cost of living is very low, so when you are there you get so much more for your money,” she says. “There are lots of activities, fabulous hotels, wonderful scenery and a great choice of cuisine plus vibrant cities like Medellin.”
Client Q: Will I feel safe in Colombia?
A: Stick to the well-trodden regions: “Travel agents can reassure clients by highlighting popular tourist destinations such as Bogota, the Coffee Region, Medellin, and Cartagena. These cities offer vibrant cultural experiences, historical landmarks, and stunning natural beauty that appeal to travellers globally,” suggests Acevedo.
A: Recommend guided tours: “The people in Colombia are so friendly and helpful, but guided tours or private guides are invaluable if you are not confident in being a little more intrepid,” says Hughes, with Acevedo agreeing: “Travel with a local guide to have the best trip possible, as they have a broad knowledge of the place – including historical, cultural, religious, and social aspects.” He also advises booking through a reputable tour operator which knows the destination well. Acevedo says agents could suggest a small group tour if customers are feeling unsure about travelling alone. “Having a local leader and operations team on the ground can provide support and take the hassle out of their travel,” he says. Colombia is selling well for Intrepid. Its Cafe Colombia tour, which takes customers to Bogota, the Coffee region, and Cartagena, is the regional best seller.
A: Remind clients to take care: “Like any country, there are safety issues, but common sense is important everywhere you go… you have to look at the safety and security on FCDO (Foreign Office) pages for any country you travel to,” says Hughes. “The past history of Colombia will always be an issue for people, which is why they need to go to see this incredible country for themselves. “Like anywhere, travellers should keep an eye on their belongings, such as smartphones, cash and other valuable items,” agrees Acevedo. “We also advise customers visiting Bogota and Medellin use Uber instead of taxis from the streets, and we strongly recommend using a neck wallet or money belt while travelling to keep your passport, flight tickets, cash, and other valuables safe… leave your jewellery at home – you won’t need it while travelling.”
Client Q: Is the infrastructure sufficient for travel?
A: Allow plenty of time for internal travel: In terms of infrastructure, Acevedo says it’s better than travellers often expect. “There are a wide range of hotels available, with varying standards and prices,” he explains, adding: “When travelling by road, it’s important to know that travel times can be longer than expected due to heavy traffic and the Andes Mountains.”
Looking to the future
ProColombia recognises that sustainable tourism is a cornerstone of travel’s – and Colombia’s – future. “Now, more than ever, travel must actively contribute to the well-being of communities and ecosystems within a destination,” says Caballero. “Colombia stands as a beacon in the realm of environmental protection.”
This commitment is underscored by its upcoming role as the host of biodiversity summit COP16 this October.
“’Colombia, the Country of Beauty’, is our new tagline to promote the natural, cultural, and historical attractions that make this country a unique business and tourism destination,” concludes Caballero.
“This message celebrates our cultural wealth, our people’s warmth, our stunning natural landscapes, and other attributes that make Colombia one of the region’s most unique and alluring places,”. “This strategy will allow us to project a positive and authentic image that invites travellers and investors to discover the hidden beauty of our land.”
*Clients should always check the FCDO’s advice for travel (including safety and security) before travelling to any country.
Win! Don’t forget to enter our Colombia competition for a chance to win one of five £100 vouchers.
Michelle’s Colombia holiday
I visited Colombia last March, flying with Air France via Paris to Bogota, then onto Medellin.
We spent five nights in vibrant Medellin. It is so cosmopolitan and lively with loads of choices of places to stay, from back-packer places to luxury hotels. We walked around at night with no issues, and for the excursions we did we hired a private guide: Comuna 13 and the Pablo Escobar Tour were the two main trips we did.
Next we hired a 4x4 and drove from Medellin to Pereira – the Coffee region. Roads on that route were all being repaired, and the usually four-hour journey took closer to eight! We passed through numerous towns and villages and there were plenty of places to stop and rest or eat. The toll fees were quite high and it did take a while, but was a good experience.
We spent three nights in this region visiting Salento, Armenia and many other great places. There is stunning scenery and a laidback feel. It’s great for hiking too which we did, again hiring a guide. We had lunch prepared by his mother and grandmother – a real immersive experience.
Next we flew to Cartagena and spent two nights in Getsemani (my preferred part of Cartagena) known for its street art, cafes and colourful narrow streets. We felt very safe walking around. We took a boat to Isla Grande and spent two nights there – it was very rustic (no hot water in some resorts), so do prepare any clients for that! But it’s a lovely island with a great vibe and lots of pretty beaches. Finally we spent two more nights in Cartagena and flew home via Amsterdam.
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