The Osaka 2025 World Expo, running until October 13 and bringing together more than 160 countries, has put Colombia in the international spotlight. With its 875 m² pavilion and the slogan “Colombia, the country of beauty,” the country has already attracted nearly 1.3 million visitors between April and September. Culture, gastronomy, and professional meetings coexist there, giving the country the opportunity to showcase the diversity of its tourism and cultural offerings.
A pavilion that has left a lasting impression
Since its opening, the pavilion has won over visitors with its wealth of offerings: more than 150,000 cups of coffee served, ten tons of lechona prepared, an iconic dish of roast pork stuffed with rice and spices that has become an attraction in its own right. The visual universe inspired by Gabriel Garcia Marquez‘s work One Hundred Years of Solitude, craft exhibitions, bird watching sessions, salsa shows, and the Black and White Carnival transformed the space into a crossroads between local traditions and international projection.
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A springboard for business and tourism
The Expo was not just a cultural showcase. On the business side, more than 200 meetings dedicated to tourism took place, generating business opportunities worth over ten million dollars, with the prospect of a significant increase in travelers from Asia, a market still largely untapped by Colombia.
Cali and Bogotá at the forefront
Some destinations took advantage of the event to promote themselves. Cali affirmed its status as the world capital of salsa and gateway to the biodiversity of the Pacific. The city highlighted its experiential assets, from gastronomy to whale watching on the coast of Valle del Cauca.
Bogotá, for its part, stepped up exchanges with Asian players, emphasizing its urban offerings: art, gastronomy, and music, complemented by direct access to the highlands and Andean landscapes. This was an opportunity for the capital to strengthen its visibility in a market with considerable potential.
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The Amazon, an irresistible asset
The Amazon also played a central role in Colombia’s presentation. Its ecotourism circuits, exceptional biodiversity, and the opportunity to explore the continent’s largest tropical forest were highlighted as unique experiences for markets seeking sustainable destinations and direct contact with nature.
In Osaka, the lines in front of the coffee stand and the interest in tours to the Amazon and the Pacific confirmed a trend: Colombia is piquing the curiosity of travelers from Asia. More than just a one-off success, this presence marks a strategic milestone. It reflects the country’s desire to position itself sustainably on the international tourism map, combining culture, nature, and new economic opportunities.
Photos: Atelier MORF Inc. | Procolombia | Secretaría de Turismo de Cali
