The slight reduction in US visitors in 2025 raised alerts in the hotel sector
News Colombia.
For years, Colombia found its best ambassadors in American travelers: tourists who toured the country from end to end, filling hotels, restaurants and flights. However, the most recent figures from the Ministry of Commerce, Industry and Tourism reveal a slight change in trend that is already turning on yellow lights in the sector: between January and August 2025, the arrival of visitors from the United States fell by 0.8% compared to the same period of the previous year.
Although the decline seems minimal, the hotel union does not see it as a simple statistical setback. Behind the number there are signs that could affect one of the most solid pillars of Colombian tourism: its relationship with the North American market.
A tourist worth seven
José Duarte García, executive president of the Colombian Hotel and Tourism Association (Cotelco), explained that American travelers not only arrive in large numbers, but also with high purchasing power. According to their estimates, each person spends an average of $1,500 during their visit, and in the case of business trips or conventions, that figure can be multiplied by up to seven.
“It is a public that drives hotel occupancy, maintains air connectivity and contributes significantly to national income. Its absence, even slight, is felt,” Duarte emphasized.
The leader also highlighted the weight of meeting and event tourism – the well-known MAIS segment – as one of the country’s great economic drivers. Colombia, he assured, has managed to position itself as a regional competitor in the organization of international conferences and fairs, a type of tourism that leaves tangible benefits for the host cities.
More than figures: the image at stake
But the causes of the cooling of the American tourist flow do not seem to be limited to spending or seasonality. From Cotelco they point out a deeper factor: the perception of Colombia abroad.
In the midst of a context of diplomatic tensions between Bogotá and Washington, Duarte warned that any sign of deterioration in the “country’s image” can be directly reflected in travel decisions. “When the qualifiers about Colombia become negative, tourist confidence suffers. And recovering that credibility is not easy,” he commented.
Added to this are the travel warnings (travel alerts) issued by the United States Department of State, which advise against visiting certain Colombian destinations for security reasons. Although these warnings refer to specific regions, their impact tends to be generalized and affect the country as a whole.
“We must communicate better that Colombia is diverse and that most of its tourist destinations are safe. Alerts cannot become invisible barriers for those who want to know our culture and nature,” said the union leader.
A call to diplomacy and trust
For Cotelco, the task does not only involve the hotel sector or travel agencies. Duarte insisted on the need to strengthen coordination between the Government, embassies and local authorities to improve international perception.
Tourism, he recalled, is a showcase that reflects the stability, security and reputation of a country. “Beyond the numbers, the real challenge is to keep trust alive. Each visitor who arrives transmits a story about who we are,” he concluded.
