Valle del Cauca captivates locals and visitors, thanks to its cultural, gastronomic wealth, natural and immense diversity that shines in the landscapes that encompass the majestic western mountain rangeincluding the beautiful Pacific beaches.
This territory has a natural and biodiverse wealth, that have allowed it to be the ‘nursery of calves‘, or the destination to practice paragliding in Roldanillo, dive with hammerhead sharks in Bahía Málaga. Furthermore, in the cultural area, it is characterized by being an epicenter of Afro culture, represented by the emblematic Petronio Álvarez Festival.
For this reason, under the innovative gaze of the tourism agency, Tornus, the Government of Valle del Cauca and the Ministry of Tourism, recently launched the campaign ‘Visit Valle, El Paraíso, where your best memories are yet to come’.
This initiative, according to the Governor of the Valley, Dilian Francisca Toro Torres, this strategy seeks not only to attract tourists, but to be “a tool to catalyze well-being, economic development and regional pride“.
In this regard, Julián Franco, Secretary of Tourism, said that this campaign combines creativity and technology to highlight the diversity of the department. “We wanted a unique proposal that would not only excite, but also position the region as a world-class destination. ‘Where your best memories are yet to come’ is much more than a slogan: it is an invitation to discover a territory that transforms you”.
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Governorate of Valle del Cauca
For his part, Dago Ospina, CEO of Tornus, stated that the campaign explores concepts such as belongings, authenticity and the search for new memories: “The goal was to create a narrative that resonated deeply, not only to attract views, but to create meaningful connections.”.
A Pacific dance group is in charge of carry the Valle del Cauca tradition to the main European cities, such as Rome, Paris and Madridthrough the music and dance of the currulao.
In that sense, the Ministry of Tourism will launch two tourist guides: one to tour and explore the 42 municipalities of Valle del Cauca; and a proposal that promotes health tourism and in which travelers will be able to find the varied offer that this region has in terms of procedures and specialists.
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According to data from the Valley Tourist Information System (SITUR), Valle del Cauca It received more than 6.4 million tourists in 2024 and it is expected to exceed 7.2 million with the boost of the end-of-year festivities.
On the other hand, regarding the gastronomy, international publications They continue to recognize the authenticity and diversity of Valle del Cauca cuisine, positioning themselves as a key component of the regional tourist offer. “The tourism boom we are experiencing is the result of a joint effort to strengthen our competitiveness and show ourselves to the world as a comprehensive destination.”, highlighted Secretary Franco.
The campaign was launched on December 20 at an event in the Cine Colombia theaters, which included the participation of political, business and influencers personalities.
VALENTINA DELGADILLO ABELLO
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