In northern Colombia, where arid desert meets the Caribbean Sea and Wayuu culture thrives, La Guajira stands out as a truly unique destination. Long overlooked by traditional tourism circuits, the region is now capturing the attention of industry professionals. With the launch of its brand “Descubre La Guajira” (Discover La Guajira) under the slogan “Eternal Culture, Unmatched Adventure,” the department aims to turn its potential into a competitive and sustainable offer for travelers worldwide.
A strategy designed for the international market
The project was developed in partnership with ProColombia, professional associations, entrepreneurs, and academia. Led by Tornus.agency, a firm specializing in destination branding, the strategy includes the creation of a digital ecosystem, the publication of a regional travel guide, participation in international trade shows, and the attraction of foreign investment.
One of the flagship initiatives is Pueblos Musicales, a program that highlights local communities through music and traditions—especially vallenato—and is already sparking interest in international markets.
A guide to structure the offer
At the heart of the strategy is the Discover La Guajira Guide, designed as a tool for professionals and travelers alike. More than a catalog of sites, it offers thematic itineraries and immersive experiences:
- Découverte des salines de Manaure auprès des femmes wayuu,
- Weaving workshops in rancherías
- Ecological hikes in Macuira
- Stays on secluded beaches
This tool helps boost La Guajira’s visibility in strategic source markets and structure its offer for tour operators.
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An internationally awarded campaign
The strategy also includes an audiovisual campaign: Discover La Guajira, which has been recognized at several festivals within the CIFFT (International Committee of Tourism Film Festivals) network:
- Cannes Corporate Media & TV Awards (France): Best Video and Best Cinematography
- ART&TUR (Portugal): Best Cultural and Services Video
- Terres Travel Festival (Spain): Best Ibero-American Video
- Zagreb TourFilm Festival (Croatia): Best Global Regional Video
“This simultaneous recognition in four capitals of tourism cinema is unprecedented for a Colombian destination—and generally in Latin America. It confirms that our creative proposal can compete with any destination in the world,” said Jairo Aguilar Deluque, Governor of La Guajira.
Visible economic impact
The momentum generated by Discover La Guajira is already reflected in figures and local initiatives. Between January and June 2025, foreign visitor spending increased by 10.3%. Almirante Padilla Airport in Riohacha recorded the highest national growth in passenger arrivals.
On the ground, local providers benefit from training programs, targeted funding, and international scholarships aimed at improving service quality and integrating sustainability standards.
La Guajira is charting a course for emerging destinations: by leveraging its identity and structuring a competitive offer, it demonstrates its ability to communicate on the international tourism stage and inspire other regions seeking to break out of traditional circuits.
Photos: Sébastien Walkowiak | Discover La Guajira Travel | D.R
