The campaign is designed to attract a traveler looking for authentic experiences.
La Guajira.
The Guajira, a jewel of the Colombian Caribbean with more than 20,000 km²15 municipalities, 44 townships and 26 indigenous reservations, is ready to conquer the global tourism scenarios.
This territory, where tradition, culture, gastronomy and nature mix, will have its first participation in the International Tourism Fair (FITUR) 2025 in Madrid, Spain, an event that brings together more than 9,000 companies from 152 countries.
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Under the leadership of Governor Jairo Aguilar Deluque and the Director of Tourism Rafael ZúñigaLa Guajira will present its new tourist brand: Discover La Guajira, accompanied by the “Eternal culture, unmatched adventure” campaign. This strategy seeks to position the department as a sustainable, experiential and high-value tourism destination.
“We want tourism in the department to be synonymous with economic development, investment and well-being. For this reason, we are committed to sophisticating and promoting sustainable tourism that is respectful of our natural and cultural wealth. The world is ready for get to know the best of our region, a territory of adventurenatural contrasts, unmatched cultural wealth and world-class attractions,” Governor Aguilar highlighted.
The campaign is designed to attract a traveler looking for authentic and transformative experiences, connecting with the cultural wealth of the Wayúu, the beauty of Cape of Sailknown as Jepirra, and the exuberant oasis of Montes de Oca, which is home to 140 species of birds.
During FITURAguilar and Zúñiga will participate in business conferences, networking activities and meetings with organizations such as the World Tourism Organization (UNWTO) and the Development Bank of Latin America (CAF). These spaces seek consolidate strategic alliances that promote innovationsustainability and tourism competitiveness of La Guajira.
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“With Discover La Guajira we want to redefine tourism in Colombia and Latin America, highlighting our cultural authenticity and unique landscapes. It is time to show the world that we are a world-class destination,” said Zúñiga.
La Guajira, with its narrative of adventure and authenticity, is ready to leave its mark on FITUR 2025 and mark a before and after in its international projection as one of the most surprising tourist destinations in Colombia.
Source: Digital Integrated System
