According to ProColombia, the government agency responsible for promoting tourism, investment, and non-mining and non-energy exports, 59 businesspeople, 11 regional entities, 14 accommodation establishments, and 34 tour operators will participate in the event.
The Colombian stand at Fitur, the source noted, is constructed with recyclable and lightweight materials such as structural cardboard, operates on renewable energy, integrates real-time measurement of its carbon footprint, including coffee consumption, and offers immersive spaces with a sustainable focus.
The South American country’s presence will extend beyond the fairgrounds, with a special activation in Madrid’s underground.
The four entrances to the Colombia station have been renamed “Colombia, The Land of Beauty,” featuring visual representations of its diverse tourist regions.
Additionally, the tunnels of Line 8 will display audiovisual exhibits visible from the train cars, and one of the exits at the Feria de Madrid station—a direct access point to the Fitur venue—will be adorned with the country’s branding, the source explained.
At the event, the South American nation will present a comprehensive offering encompassing sun and beach, culture, nature and adventure, LGBTQ+ tourism, romance, wellness, meetings, luxury, and community-based tourism.
Colombia’s six tourist regions: the Greater Caribbean, the Western Andes, the Eastern Andes, the Massif, the Pacific, and the Amazon-Orinoco region, are showcased there.
Furthermore, Fitur 2026 will be the stage to reinforce the country’s new commitment to diving tourism, as well as its vision of tourism for all, which promotes inclusion regardless of sexual orientation, gender identity, origin, or disability, the organization emphasized.
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