As the Programme Manager overseeing Explore Worldwide's entire Americas portfolio – stretching from Canada to the southern tip of Ushuaia – Chris Ellis keeps a close eye on travel trends. Right now, all signs point to Colombia.
"At Explore, we’ve seen two or three years of double-digit growth of interest in Colombia," Chris explains, noting that the destination is benefiting from a broader geopolitical shift. "With uncertainty and turbulence in other destinations around the world, we are seeing a bit of a shift in attention west, certainly for Europeans, where they feel like it might offer them a little bit more certainty."
Increased exposure from TV shows like Race Across the World, which has featured Colombia in two series, has also put the country firmly on the map. Chris notes: "Now really is the time to jump in and bring more visitors to this amazing place. For us, 2027 is already looking like a bumper year."
Get more tips in the Colombia Selling Guide
Two ways to travel with Explore
To meet growing demand, Explore offers two itineraries in Colombia, making it easy for agents to match the right product to their client's budget and travel style.
Chris in Colombia
Contrasts of Colombia: this two-week, classic Discovery tour encompasses the major highlights (including the Coffee Region, Medellín, and Cartagena) alongside off-the-beaten-track gems. Clients spend time in the back country exploring historic towns like Barichara.
Upgraded – Highlights of Colombia: this one-week tour was introduced last year to cater to a rising demand for premium adventure travel. Guests experience the best of Colombia's rich contrasts, from lively and colourful cities, to coffee-covered hills and the tropical Caribbean coast. Chris explains: "The philosophy is it's still an Explore trip – you still have those amazing immersive experiences – but you've got a more comfortable place to hang your hat at the end of the night.”
Explore publishes the carbon footprint of every trip on its website, and integrates Positive Impact Experiences, known as PIEs. In Colombia, this includes visiting a cooperative of women who generate their own income by creating jewellery and accessories from local materials. Clients hear their story and have an opportunity to try and craft their own.
Chris enjoyed seeing the incredible biodiversity in Colombia
Stand-out value for money
Chris says Colombia’s pricing is highly competitive. He explains: “You've got such a kaleidoscope of value in Latin America. Colombia hasn't quite reached the mainstream yet, which I think offers travellers an amazing experience to go somewhere that still isn't really that touristy, and you're getting really, really good value for money.”
Chris also highlights the “incredible” value for money when clients are on the ground. "The cost of food and drink is really quite small. You can eat quite comfortably in a restaurant for £5 to £10 equivalent. You can get beer for £1 to £2."
Key selling points: nature, culture, and Colombia’s transformation
When selling the destination, Chris advises agents to highlight Colombia’s sheer variety. "Fun fact: Colombia is per square kilometre the most biodiverse country in the world," he says. “And that's partly due to its geography, because it's where the Andes split into three, so you've got all these different sub-geographical zones, all with different climates, ranging from humid tropical climate in Cartagena on the beach, to mountain climates, cloud forests, and Amazon jungle.
“So it's got huge variety in terms of geography, which obviously lends itself to a variety of activities. I think Colombia has something to offer everyone – variety is its greatest seller. When I first visited, it lived up to all of the hype, and then some, and very much went to the top of destinations for me within Latin America.”
Tayrona in Colombia
For clients looking for unforgettable experiences, Chris recommends:
Trekking Tayrona National Natural Park: “It's absolutely breathtaking. It's like a tropical jungle, but right next to the Caribbean coast, so you've got this amazing contrast of jungles and turquoise beaches, and it's really wild. From an adventurous perspective, it felt very special.”
Exploring Comuna 13 in Medellin: “This epitomises Colombia's transformation and re-invention, as this little neighbourhood used to be one of the most dangerous areas in the world. After the demise of Pablo Escobar [the leader of the notorious Medellin Cartel], it has completely transformed itself into one of the most vibrant, colourful, incredible places I've ever been to. You've got reggaeton music playing as you walk through these little narrow streets. You've got amazing murals and artworks on the wall. You've got these little bars and coffee shops everywhere. It’s just such a celebration of culture and vibrancy.”
Connecting with people: Chris says it’s the Colombian people that leave the greatest impression on visitors. "I honestly haven't met so many outgoing, friendly, vivacious people with this kind of passion for life. People have this preconception [of Colombia], and they go there and they meet the local people, and their mind is completely blown.”
Chris praises the welcoming spirit of locals in Colombia
Overcoming safety concerns
Chris says the biggest challenge many travel agents face when selling Colombia is addressing lingering concerns about safety. However he visited Colombia last November, and explains: "Obviously, you've got to be wary of things like pickpockets as you do anywhere in the world. But I certainly never saw anything untoward. I always felt safe. I was quite happy walking around some of the places at night, and there's no restrictions on where people can go when you're on the tour or in the cities.”
For clients who are hesitant, Chris says a small group tour provides reassurance. “You’ve got that safety and security of travelling within a group, with a licensed tour operator that has done all of the due diligence on your behalf. And you’ve got that local leader on the ground with that local knowledge and that local expertise to kind of make you feel secure."
All of Explore’s leaders are locals, and Chris notes: “They are just fantastic, and they’re a personification of Colombia itself, and they really help to bring it to life through their own enthusiasm and love for the country.”
When to visit Colombia
Chris also highlights how Colombia is a true year-round destination. Summer and December to March are popular as the traditionally drier seasons, with the rainy season typically from April to June.
He suggests highlighting any local festivals taking place during a client’s trip, which can really elevate their holiday. His favourites include:
The Flower Festival in Medellin: Taking place each August, the city transforms into an incredible array of colourful floral displays.
The Festival of Independence in Cartagena: This celebration each November features vibrant street parties, firecrackers, singing, and dancing.
The Festival of Lights in Medellin: As Christmas approaches, Chris says the entire city goes "utterly crazy" with spectacular light displays.
"Colombia’s variety is its greatest seller, so focus on the fun element," Chris concludes. "Try to paint that visual picture of what the experience in Colombia is actually like."
Check out the Colombia Selling Guide
