Santa Marta's bets on event and nature tourism

Santa Marta, ancestrally inhabited by indigenous communities such as the Arhuaca, Wiwa, Kankuama, and Kogui, is recognized as the city where the azure waters of the Caribbean Sea merge with the world's highest coastal mountain range: the Sierra Nevada , whose peaks of Cristóbal Colón and Simón Bolívar reach up to 5,700 meters above sea level.

Founded on July 29, 1525, this year 'The Pearl of America' celebrated its 500th anniversary with a program of cultural, gastronomic, and tourism events that highlighted its history and diversity. Now, from today until November 10, the city will host the IV CELAC-EU Summit 2025 , solidifying the Magdalena region as one of the country's leading destinations and an attractive setting for international meetings.

According to official figures, Santa Marta received more than three million visitors in 2024, with an average hotel occupancy rate of 65 percent. In addition, more than 60,000 foreign tourists from 124 countries visited the city , making it the seventh most visited destination in Colombia.

As of June 2025, the city had 7,771 active tourism service providers registered in the National Tourism Registry, representing a 14 percent increase compared to the same period in 2024 and equivalent to 7 percent of the national total.

By 2025, the projection ranges between three and 3.5 million visitors, supported by a master plan for tourism infrastructure that includes the expansion of the Simón Bolívar airport and the construction of six new tourist docks in Aeropuerto, Pozos Colorados, El Rodadero, Playa Blanca, Taganga and Playa Grande, in order to strengthen maritime connectivity.

According to the Ministry of Trade, Industry and Tourism (MinCIT), each pier will have walkways, improved access, electrical installations , and service areas for visitors and authorities. Construction, which began in May 2025, is expected to take 25 months.

“This will be a historic moment for the city. An opportunity to strengthen integration between regions, promote sustainable development, and reaffirm Santa Marta’s role as a global meeting point. Here, in the heart of the world, dialogue between cultures and nations blends with the warmth of our people , the natural wealth, and the energy of a city that beats to the rhythm of the Caribbean,” stated José Domingo Dávila, director of the Santa Marta District Tourism Institute.

'The Pearl of America' offers a diverse portfolio capable of captivating all types of visitors : from ecotourism routes through the Sierra Nevada and natural national parks, such as Tayrona , to 47 beaches where you can practice water sports or experience ethnotourism led by indigenous communities that preserve and share their worldview with visitors.

“We have been working hard on the national and international promotion of our destination, participating in fairs such as Fitur, Anato, Seatrade, Colombia Travel Expo, and WTE Miami. For our city, the summit is a great opportunity because it demonstrates that Santa Marta is ready to host high-level international events. This meeting gives us visibility and strengthens our image ,” concluded Luis Ángel Reyes Beracasa, Deputy Director of Promotion and Marketing for the District Tourism Institute.

ANGIE RODRÍGUEZ - TRAVEL WRITER - @ANGS0614