Colombia is making a groundbreaking sustainable push at Fitur 2024, Europe’s premier tourism fair, with an eco-conscious national pavilion and unprecedented urban activations across Madrid. The Colombian government’s export and tourism promotion agency, ProColombia, revealed that 118 entities—including 59 business representatives, 11 regional organizations, 14 hospitality providers, and 34 tour operators—are participating in this strategic showcase.
The centerpiece is Colombia’s revolutionary exhibition stand, engineered entirely from recyclable and lightweight structural cardboard. The installation operates on renewable energy and incorporates real-time carbon footprint monitoring—even tracking emissions from coffee served onsite. Visitors experience immersive digital environments highlighting Colombia’s diverse ecosystems through sustainable technology.
Beyond the convention center, Colombia has transformed Madrid’s underground transit system. All four entrances to the Colombia metro station have been rebranded as “Colombia, The Land of Beauty” with vibrant visual displays representing the nation’s six distinct tourist regions: Greater Caribbean, Western Andes, Eastern Andes, Massif, Pacific, and Amazon-Orinoco. Tunnel walls along Line 8 feature dynamic audiovisual exhibitions visible to passing trains, while the Feria de Madrid station exit connecting directly to Fitur showcases extensive Colombian branding.
The comprehensive tourism portfolio includes nine specialized categories: beach destinations, cultural heritage, adventure ecotourism, LGBTQ+ travel, romantic getaways, wellness retreats, MICE tourism, luxury experiences, and community-based tourism. Fitur 2024 also serves as the launch platform for Colombia’s new diving tourism initiative and its “tourism for all” vision promoting inclusivity across sexual orientation, gender identity, origin, and physical ability.