The 45th edition of the Vitrina Turística ANATO confirmed in Bogotá its weight within the Latin American tourism ecosystem. Held from February 25 to 27 at Corferias, the event brought together more than 56,000 industry professionals — an 8% increase compared to the previous edition — nearly 1,600 exhibitors and delegations from over 45 countries. For the first time, the entire exhibition center was fully occupied.
Beyond the figures, ANATO 2026 reflects a more structured evolution: market segmentation, the growing prominence of territories, and a more refined alignment between promotion, on-the-ground experience, and deal-making.
A commercial platform gaining maturity
The Colombia Travel Mart, organized by ProColombia, projected USD 64.2 million in business opportunities — nearly 8% more than in 2025. The event gathered 201 international buyers and 217 exporting companies from 20 departments.
Brazil (USD 15.3 million), Spain (USD 6.2 million), the United States (USD 5.9 million), France and Peru (USD 3.8 million) recorded the highest commercial intentions. At the same time, less traditional markets such as Finland, Vietnam and Singapore gained visibility. Nationally, the departments of Cundinamarca, Bolívar and Antioquia concentrated the highest expectations.
In this context, Carmen Caballero, President of ProColombia, stated:
“These results reflect a Colombia that captivates the world through its biodiversity, culture and warmth. During this edition of CTM, we brought together entrepreneurs from different parts of the world so they could discover firsthand why we are the Country of Beauty. ”
Beyond the institutional phrasing, these results stem from structured preparatory work. Prior to the fair, 177 international entrepreneurs traveled across the country through 19 familiarization trips covering 14 departments — including La Guajira, Amazonas and the Coffee Cultural Landscape. This prior immersion plays a key role: it transforms promotion into concrete experience even before negotiations begin.
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Repositioning and new territorial dynamics
The 2026 edition also confirms a willingness to broaden the national tourism map. The Ministry of Commerce, Industry and Tourism, with the support of Fontur, coordinated the participation of the 32 departments through 17 projects aimed at strengthening exportable supply and regional value chains.
The highlighted themes — territories of peace, impact tourism, gastronomy — reflect a deliberate diversification.
Within this framework, Cartagena de Indias presented four community-based routes in La Boquilla, Barú (Ararca and Santa Ana) and Tierrabomba (Punta Arena), designed to better redistribute economic benefits while structuring sustainable experiences.
The city also used ANATO to unveil its new brand and visual identity, marking a step in updating its international positioning. Beyond a graphic change, this new signature aims to align the urban narrative with a more diversified offer, less exclusively focused on its historic center and more connected to its communities and broader territory.
In a different vein, Faranda Hotels & Resorts used the fair to present its regional expansion plan and launch Power by Faranda, a technological platform designed to optimize the management and marketing of independent hotels. These announcements illustrate the growing hybridization between territorial development and technological innovation.
Regional cooperation and international projection
The Mexican Caribbean and the department of Córdoba were guests of honor, reinforcing regional cooperation dynamics. Córdoba highlighted agritourism and rural experiences as diversification axes, while the Mexican Caribbean consolidated its positioning in the Colombian market and anticipated its international visibility ahead of the 2026 FIFA World Cup.
Delegations from Guatemala and Brazil also promoted their cultural, natural and gastronomic offerings, confirming that ANATO now goes beyond the strictly national framework to become a space for regional articulation.
The next edition is already scheduled for February 24 to 26, 2027.
ANATO 2026 above all showcased a more structured and coherent Colombia in the way it presents itself to the world. Commercial foundations are solid, territories better articulated. The challenge now lies far beyond the exhibition halls: in the ability to turn these exchanges into sustainable projects and consolidated routes.
Photos: Anato
